How Content Series Can Enhance Your Wealth Management Marketing: Lessons From a Case Study
Executive Summary
Creating content series represents an opportunity in wealth management marketing. This article examines how I generated over 2 million views with a 13-part tech content series, and provides a framework for financial advisors to consider when creating serialized content that may help engage prospects while navigating compliance requirements. In this article, you will understand the opportunity in crafting content series, be given practical and concrete steps to create your own, and learn specific aspects to consider as it relates to compliance, and distribution.
The Potential of Content Series
In an industry where trust is important and the sales cycle can be lengthy, wealth management firms face a common challenge: how can you consistently engage prospects throughout their decision-making journey?
A content series experiment I conducted in the past may be the solution you’ve been looking for. The experiment produced notable results: a 13-part tech equipment series that generated over 2 million views, 211,400 likes, 1,060 shares, and 3,830 saves. The engagement appeared higher compared to standalone content, with viewers following each new installment.
What's interesting is how this content strategy might be adapted to wealth management marketing. Let’s look into the specifics.
Data and Results
The series followed a straightforward premise: documenting a multi-stage equipment upgrade process over 13 sequential videos, each building on the previous installment. This "journey-based" content created a narrative arc that kept viewers interested in the outcome.
Here's what the metrics show about this particular approach:
Engagement rates in this case were notably higher than industry averages for similar content in the technology equipment niche. Viewers appeared to participate, share, and return for subsequent installments. With a total run time of less than six minutes across thirteen videos, content series present an incredible opportunity to have a larger impact and wider exposure with lower time investment.
You can view the individual data breakdown of each video here.
Why Content Series Are Effective
These are the primary reasons why I find content series effective, especially as it relates to wealth management and financial services.
Low-Barrier to Entry: When it comes to complex and potentially intimidating investment strategies, 30-90 second videos in a sequential series style focusing on one core concept can prove to be more approachable for viewers.
Commitment and Consistency: Wealth management is built on trust and emphasizes the importance of a long term relationship and investment strategy. When your delivery of content matches the expectation of a viewer consistently, that layer of trust begins to develop.
Reduced Decision Friction: Making incremental steps in the decision making process is just as important as the decision itself. Providing a smooth and palatable experience from initial introduction of a concept to the actual execution of it is paramount.
Convenience: In the experiment outlined above, a metric that is worth noting is the number of saves, 3,830 in total. This indicates that viewers found the video valuable enough to save to their private collection of videos to view again, at their leisure. Creating evergreen content that viewers can then reference at their convenience will prove valuable, especially when it comes time to make their actual decision.
For wealth management marketing, these elements align with aspects of the client journey, which often involves multiple stages and relationship development. Rather than introducing yourself only at the decision point for a prospective client, content series allow you to connect with the individual at each stage of the decision making process and build a relationship over time.
Considering This Approach for Wealth Management Marketing
While my original series focused on technology upgrades, the framework can be adapted to wealth management topics. Here are some ways this approach could potentially be applied to financial services content:
Potential Content Series Ideas for Wealth Management
"Exploring Retirement Preparedness" – A multi-part series examining different aspects of retirement planning
"Financial Foundation Considerations" – Step-by-step exploration of various financial planning elements
"Estate Planning Elements" – Breaking down the estate planning process into educational segments
"Business Succession Considerations" – Examining different aspects of business transition planning
"Market Volatility Perspectives" – A series discussing different market conditions and potential approaches
Example: Adapting the Framework
Let's consider "Exploring Retirement Preparedness" as an example:
Original Tech Series Video Structure:
Intro: Part X of “Upgrading My Setup”
Identify Outdated Equipment: 3-6 seconds explaining which aspect of my current equipment is outdated
Introduce Equipment Upgrade: 5-15 seconds introducing the new equipment and why it is an upgrade or the special aspects of it that I appreciate
Installation and Results: Final results and performance improvement of the upgrade
Potential Wealth Management Adaptation:
Intro: Part X of “Preparing for Retirement"
Identify First Step: 3-6 seconds explaining to assess your current financial situation
Introduce how to assess financial situation: Calculate your net worth using assets-liabilities, incorporate various income sources (salary, business, investments, tenure, grants, etc.), analyze monthly spending habits, check retirement accounts, evaluate debt, etc.
End Goal after Assessment: Provide a concrete end result that the individual should be looking to have by the end of assessing their current financial situation.
Example Subsequent Videos for this Content Series:
Part 1 (outlined above): Assessing your financial situation
Part 2: Defining your retirement goals
Parts 3-5: Income strategy considerations for retirement
Parts 6-8: Tax-efficient withdrawal planning perspectives
Parts 9-11: Healthcare and longevity planning factors
Parts 12-13: Legacy and estate considerations
This structure creates a similar narrative arc while delivering educational value to prospects who may be interested in these topics. The content series breaks down the complex and broad topic of “preparing for retirement” into bite-sized chunks that can be consumed in a sequence.
Compliance Considerations for Financial Content Series
The regulatory environment in financial services requires careful planning when creating content:
Preliminary Compliance Review: Consider submitting the series concept for review before creating any individual installments
Standardized Disclosure Language: Develop appropriate disclosures to use consistently across all series parts
Educational Focus: Frame content as educational rather than as specific recommendations
Source Documentation: Maintain appropriate citation practices for any specific data or statements
Revision Process: Create an efficient process for making compliance-related adjustments
By addressing compliance proactively, you may maintain the engagement benefits of series content while working within regulatory requirements.
Platform Considerations: Where to Publish Your Content Series
While the original series was distributed on short-form video platforms, wealth management content series might be more effective across several channels:
LinkedIn
Potential for reaching professionals
Supports multiple content formats (text, video, documents)
Allows for professional discussions in comments
Appropriate for longer-form, thoughtful content
Firm Website/Blog
Provides control over presentation
Will create SEO benefits over time
Can include comprehensive compliance information
Allows for appropriate lead capture opportunities
Builds an evergreen library of content of your firm
Email Communication
Delivers content directly to interested individuals
Creates scheduled touchpoints
Provides trackable engagement metrics
May incorporate appropriate personalization elements
Video Distribution
LinkedIn native video
YouTube for educational content
Webinar recordings segmented into series
An effective approach might involve a primary distribution channel with appropriate cross-promotion on secondary platforms.
Implementing a Wealth Management Content Series: Considerations
If you're considering this strategy, here are next steps to explore:
Topic Selection
Consider areas where you have relevant expertise
Identify topics that might naturally segment into sequential parts
Assess potential client interest through advisor conversations
Confirm compliance suitability for the subject matter
Series Structure Planning
Create an outline for the potential series
Develop appropriate titles for each installment
Consider consistent formatting across segments
Plan natural transition points between segments
Production Schedule Development
Consider creating content in advance to maintain consistency
Allocate time for compliance review
Plan potential release dates
Consider promotion for each segment
Engagement Opportunities
Consider previewing elements of upcoming installments
Respond appropriately to comments
Reference previous segments where relevant
Note questions that might be addressed in future installments
Measurement Approach
Track engagement across segments
Identify which topics generate interest
Consider adjustments based on audience response
Document results for internal evaluation
Potential Outcomes
Results from content initiatives may vary significantly, but serialized content can produce these types of results:
Increased engagement compared to standalone content
Higher content consumption per viewer
Increased time spent with firm content
Potential increase in consultation requests from engaged viewers
A potential benefit may be the opportunity to provide educational content that guides prospects through financial topics in an accessible format.
Conclusion: Content Series Introduce An Opportunity for Wealth Management Firms
In the wealth management industry, content series may provide firms with a structured way to share expertise, build relationships progressively, and create regular touchpoints with prospects.
The same principles that contributed to engagement in other industries can be applied to engage prospects throughout their financial decision-making journey. By adapting this framework to wealth management topics, you can create content that provides ongoing value.
If you're interested in exploring how content series might fit into your wealth management marketing strategy, consider scheduling a conversation to discuss potential approaches for your firm.