In the age of never-ending notifications and constant distractions—from work emails to irresistibly cute videos of cats on TikTok—the struggle to capture your clients’ attention has never been more real. Since nearly one-fourth of Americans haven’t picked up a book in a year, getting them to engage with complex financial content can feel like an uphill battle.
However, take this trend for a diminishing interest in reading. Book sales spiked by 9% in 2021, according to Publishers Weekly. And with Facebook’s parent company, Meta, launching Threads—a text-based social media platform that has already amassed over 100 million users—it’s clear that people are still enthusiastic about reading. It’s the delivery format that needs rethinking, not the content itself.
So, how can financial advisors adapt to this shifting landscape and ensure that their messages reach and resonate with their clients? Here are three strategies to consider:
Leverage Analytics to Understand Client Behavior
Sending out content without gauging its impact is a missed opportunity. Platforms like Google Analytics, Mailchimp, and Hubspot offer valuable insights into how clients interact with your emails and website. Metrics such as open rates, click-through rates, and time spent on the page can reveal what kind of content is hitting the mark.
For instance, are clients more interested in market analysis, tax advice, or investment tips? Pay attention to which sections of your website draw the most traffic, which links get clicked, and how long people linger on certain pages. Likewise, vary the formats in your email newsletters—like interviews or brief article summaries—and see what gets the most engagement.
Redefine Content Presentation
If your valuable financial advice isn’t getting the attention it deserves, it’s not the content that’s the problem but how it’s presented. Headlines must be compelling but not clickbaity, enticing readers to learn more. Look at successful media outlets for headline formats that work for you.
Once the client has clicked on an article, make it scannable. Short paragraphs and simple sentences can go a long way in keeping the reader engaged. Media outlets like Axios are excellent at using bullet points and bold subheadings to break down complex topics. Alternatively, think about presenting information in visually appealing infographics that can be digested in seconds.
Continuously Deliver Value
After identifying what your clients like, the next step is to keep delivering it and maintain an editorial calendar to schedule evergreen content and timely updates; for example, if there are changes in estate taxes or interest rates, provide specific advice on how these changes impact your clients. Keeping your content up to date not only serves as an ongoing resource but also builds trust and reinforces your position as an authority in the field.
The attention economy doesn’t mean people are unwilling to read. Financial advisors must adapt their strategies to fit the modern client’s needs and habits. By following these tips, you’ll retain your clients’ attention and provide them with the valuable advice they need, effectively strengthening the advisor-client relationship. Contact us today to improve your content strategy and stand out in this attention economy.