How Financial Advisors Can Create Content That Actually Works
Creating content as a financial advisor can feel like screaming into the void. Between compliance red tape, market volatility, and the constantly changing algorithms, it's easy to wonder, "What’s the point?"
But content doesn’t have to go viral, be overly polished, or gimmicky to work. The advisors winning with content are the ones who consistently show up, deliver real value, and give their audience something they can’t get anywhere else. Let’s break down how.
Step One: Narrow Your Focus
Want to disappear into the digital background? Try covering everything. Retirement tips, tax law changes, crypto hot takes, inflation panic. Keeping up with it all isn’t just exhausting, it’s ineffective.
The advisors who stand out pick a lane.
Retirement planning for women
Tax-smart strategies for small business owners
Guiding clients through life’s money-in-motion moments, like divorce or inheritance
When your content speaks directly to a niche, your audience sees themselves in your message. And when they do, they’re much more likely to follow, share, and stay engaged.
And remember, when you consistently share content around a specific topic, the algorithm starts recognizing you as an expert and pushes your posts to the audience most likely to engage. Win-win.
Step Two: Create Content That Connects (Not Just Informs)
Generic updates no longer cut it. (Markets were up today. Cool. CNBC already told us.)
What your audience can’t find elsewhere is your perspective. The most effective advisors connect the dots and answer the question clients really care about: What does this mean for me?
The content that builds trust usually combines four elements:
Education → breaking down concepts in plain English (forget the corporate jargon)
Storytelling → sharing real-life scenarios or lessons
Authenticity → letting your personality come through
Visuals → using photos, video, or slides that capture attention
Think about how a new regulation could reshape a retiree’s plan in Phoenix, or how a market dip might impact a Dallas business owner looking to sell in five years. When you shift from “here’s what happened” to “here’s why it matters to you,” that’s when you start building real credibility. Not just as a market expert, but as someone who understands their world.
This works across different formats, whether it’s LinkedIn posts, Reels, Stories, or YouTube Shorts. Wherever your audience hangs out, context and clarity for your unique niche win.
Step Three: Show Up Consistently
Pssst: consistency beats frequency. You don’t need to flood every platform or post daily to make an impact. What matters most is that when your audience sees your name pop up, they know they can count on you to show up with something valuable.
Weekly blog? Yesss.
Monthly video? Perfection.
Tuesday morning newsletter people can count on? Chef’s kiss. 🤌
That rhythm matters. It creates a sense of reliability while building anticipation. Over time, your audience will start looking for you. They know the blog is coming, they know the email will land in their inbox, and they start trusting you more with each follow-through.
Consistency also helps with algorithms on platforms like LinkedIn, Instagram, and YouTube. When you post regularly, it shows that you are active and engaged, which increases the chances for your content to be seen. When you consistently show up in their feed, you're the first one they think of when it's time to make a financial move.
On the flip side, disappearing without a plan breaks that trust. One missed post might not matter, but if you show up sporadically, the momentum you worked so hard to build fades away. Out of sight quickly becomes out of mind, and regaining attention is far harder than keeping it in the first place. It may be close to Halloween, but it’s never a good time to “post and ghost.” 👻
💡Pro tip: Create content in batches. If you’re inspired, write three posts at once. Use a scheduling tool to stay ahead. This also gives you buffer time for compliance review.
Step Four: Be Human First, Advisor Second
Sure, charts and stats show that you know your stuff, but it's your human side that people care about. The content that sticks usually comes from real-life moments.
Advisors who open up about their stories, lessons, and even missteps create content that feels real.
A conversation with a client (kept anonymous) that shifted your approach
A financial lesson you learned the hard way
A story from your personal life that shaped how you advise today
These are the kinds of moments that make your content memorable because they make you relatable.
When you share the 'why' behind your perspective, your content feels less like textbook advice and more like guidance from someone they trust. And now that AI is everywhere and there’s a constant stream of content, being real and relatable matters more than ever.
Stories, personal insights, and everyday reflections tend to spark stronger connections. People are more likely to comment, react, and share when they feel a genuine human behind the message.
So, let your audience see who they're really working with. You are not just a professional behind a desk. You are a guide, a teacher, and a real person with a story, which is exactly what draws people in.
Step Five: Use Formats That Perform
Every social platform has its quirks, but certain content formats consistently rise to the top. For financial advisors, these are the ones worth prioritizing in 2025.
Document Carousels (LinkedIn, Instagram)
Carousels are built for engagement. They get people swiping, hold attention longer, and often get saved when the content is genuinely useful. Think checklists, step-by-step guides, or myth-versus-fact posts. Make it clear, actionable, and easy to revisit.
💡Tip: Keep it concise with 8–10 slides, one clear idea per page, and a bold cover slide that makes readers want to click through.
Vertical Video (Reels, Shorts, TikTok, LinkedIn)
Short-form video continues to dominate. A 30–60 second clip, captioned for sound-off viewing, allows your expertise and personality to shine.
💡Tip: Hook viewers within the first three seconds, then deliver one clear takeaway. Keep it direct, simple, and authentic.
Image Posts
Photos capture attention instantly, especially when they feature real people. Sure, we’ve all used stock photos, and those have their moment, but real people perform best. In fact, faces have been shown to significantly increase engagement. Think behind-the-scenes shots, event photos, or clean, branded graphics. Show off the “real you!”
💡Tip: Pair your image with a caption between 700–900 characters. It’s long enough to deliver real value, but still short enough to be easily read on mobile.
Scannable Text Posts
A strong message doesn’t always need a graphic to connect. Text-only posts can still work, just make sure they’re formatted for readability with short paragraphs, line breaks, and a clear call-to-action at the end.
💡Tip: Save these for compelling insights, personal stories, or thought-provoking questions that spark discussion.
Step Six: Think Beyond Long-Form Content
Blogs and newsletters do their job, but social media is often where trust and visibility grow the fastest. The key isn’t producing more content. It’s repackaging what you already have in smarter ways. Your content shouldn’t be “one-and-done.” Get more out of your marketing, because who doesn’t love a work smarter, not harder moment?
Newsletter article → LinkedIn post
Blog → Short video
Webinar clip → Instagram Reel
Short and sweet formats = more chances to show up where your audience already scrolls.
Just remember: social isn’t a broadcast channel. You find the most success when you engage, comment back, join discussions, and let your personality show. As we mentioned above, don’t “post and ghost.” Social media is about being social. You wouldn’t comment on a conversation then simply walk away, would you? Don’t do it on social platforms either.
Step Seven: Measure What Matters
If you’re taking the time to create great content, forget the vanity metrics (we see you, likes). Let’s focus on what drives real results:
Email open rates → Are your subject lines doing their job?
Click-throughs → Do readers want more than just a skim?
Upgrades → Do free subscribers see enough value to pay for the premium stuff?
Retention → Are readers sticking around month after month?
Shares and forwards → Are people saying, “You’ve got to read this”?
Going viral is overrated. What do you actually want? Readers who open, click, share, and think, “This is my person.”
When you create content, make sure you track what’s actually working and do more of it. If your carousels are getting saved and shared, keep them coming. If your videos are bringing in profile visits but no messages, try adjusting your call to action or your post times. Results don’t happen overnight, so stay the course and make changes when necessary.
Pitfalls to Avoid
Even with the best intentions, it's pretty easy to fall into these traps. Spot them early so you can stay on track.
Trying to be everything to everyone → You’ll end up blending in with everyone.
Chasing hot tips or quick wins → It’s not worth the trust you’ll lose.
Posting without a plan → Random posts bring random results.
Premium content that feels like the free stuff → If it doesn’t feel different, nobody will pay for it.
Weak subject lines or bland openings → If nobody clicks on it, that means no conversions.
Wrapping It Up
At the end of the day, financial advisors gain real traction with content that is focused and intentional. Visibility should come from value, not just volume. You’re not here to fill space in someone’s feed; you’re here to connect and be remembered.
Focus on what sets you apart. Share insights that go deeper than surface-level headlines. Show up consistently so your audience knows they can rely on you. Let them see the “real you.” Repurpose your best ideas so they reach further. Pay attention to what’s actually working, rather than simply getting likes.
When you do this, your content becomes more than just another post. It builds trust and starts conversations. It opens the door to the kinds of clients you want to work with.
Being a financial advisor is all about connection, and your content is how you start the conversation.
Sources:
1 LinkedIn, “Social Media’s Human Face: Why Brands Are Ditching Faceless Accounts in 2025”