How Financial Advisors Can Turn Content into Clients: A Growth Guide
Many RIAs struggle to convert content into clients, so I've put together a free guide on how to use LinkedIn, SEO, and newsletters to grow AUM. Every insight below comes from what has worked across the industry for some of the fastest-growing firms.
The #1 Mistake RIAs Make with Their Content? They Sell Too Soon. Many financial advisors post content that says: “Here’s why you should work with me.” But the best content builds trust first.
Share insights, not sales pitches
Teach before you ask
Give value freely—clients will follow
Content is no longer a ‘nice-to-have’—it’s the key to building trust, attracting ideal clients, and scaling AUM. Be patient with your plan — it can take months to break through — but consistency compounds.
The firms that win aren't the ones posting occasionally. They’re the ones delivering valuable insights week after week. Stay the course, refine your messaging, and focus on educating rather than selling. Over time, your content can attract clients who already trust your expertise before the first conversation even happens.
Enhancing Your Firm’s Digital Presence: A Strategic Playbook
This playbook focuses on four essential content channels: LinkedIn, blogging, newsletters, and website SEO.
1. LinkedIn: Build Authority and Engage
Optimize Your Profile
Your profile is often the first impression potential clients get. Ensure it is complete, professional, and client-focused.
Headline: Clearly state your value proposition (e.g., Helping High-Net-Worth Individuals Navigate Retirement & Wealth Transfer)
About Section: Use client-centric language. Instead of “I have 15 years of experience in financial planning”, say “I help business owners optimize taxes and grow their wealth while staying stress-free about their financial future.”
Call-to-Action: Make it easy for prospects to reach you—add a Calendly link or contact button.
Consistent Posting: Share Insights, Not Just Updates
Post regularly about:
Market trends: Share key insights with your take (e.g., “The Fed just announced a rate cut—here’s what it means for investors.”)
Client questions: Answer common concerns (e.g., “Should you pay off your mortgage early or invest?”)
Behind-the-scenes: Showcase your team, client success stories, and how you approach financial planning.
Engage Actively
Comment on relevant posts to expand your network.
Join industry groups where potential clients might be.
Start conversations—pose thought-provoking questions instead of just sharing information.
Leverage LinkedIn Analytics
Track which posts perform well and double down on similar topics.
See who’s engaging—these could be potential leads.
2. Blogging: Educate and Attract Ideal Clients
Develop a Content Strategy
Identify pain points and interests of your target audience.
Create a content calendar that ensures consistent posting (ideally, 2x per month).
Post Topics That Resonate
Instead of generic finance advice, focus on specific client concerns:
“5 Ways Business Owners Can Reduce Their 2024 Tax Bill”
“Retirement Planning for High Earners: What You Should Be Doing Now”
“How to Create a Recession-Proof Investment Portfolio”
SEO Optimization Matters
Use keywords naturally (e.g., “tax planning for entrepreneurs” instead of just “tax planning”).
Structure your posts for readability: Use H2 and H3 headings, bullet points, and short paragraphs.
Link internally to other blogs and pages on your website.
Update older posts to keep them fresh and maintain rankings.
Promote Your Blog Posts
Share them on LinkedIn, Twitter, and email newsletters.
Turn them into LinkedIn posts to increase reach.
3. Newsletters: Nurture and Convert Leads
A well-crafted newsletter keeps clients engaged and positions you as their go-to advisor.
What to Include:
✅ Market updates & your take (What does this mean for investors?)
✅ Financial tips (Tax-saving strategies, retirement hacks, wealth-building insights)
✅ Links to recent blog posts (Drive traffic back to your website!)
✅ Personal stories (A quick lesson from a client case study or your own experience)
Best Practices:
✅ Use a conversational tone – Avoid corporate jargon and tons of numbers. Speak directly to your clients like you would in a meeting with a client over a cup of coffee.
✅ Personalization matters – Segment your list based on interests (e.g., retirement planning, tax strategies).
✅ Keep it short and scannable – Use bullet points, bold text, and clear subheadings.
✅ Include a clear CTA – Encourage replies, bookings, or blog reads.
4. Website SEO: Enhance Visibility & Convert Visitors
Conduct Keyword Research
Identify high-value search terms your potential clients use (e.g., “best retirement planner for doctors”).
Google’s Keyword Planner and Ahrefs can help find popular terms.
Optimize On-Page SEO
Ensure title tags, meta descriptions, and headers include relevant keywords.
Write engaging meta descriptions to encourage clicks.
Keep URLs short and keyword-focused (example: /tax-planning-strategies-2024 instead of /post?id=73829).
Improve User Experience
Speed matters – Compress images, use caching, and minimize unnecessary scripts.
Ensure mobile-friendliness – Most users browse on their phones!
Use clear navigation – Make it easy for visitors to find information and book a consultation.
Blogging & SEO Go Hand-in-Hand
✅ Internal & external linking – Link to authoritative sources and your own content.
✅ Update and refresh older posts – Google favors fresh content.
✅ Use SEO-friendly headlines – Make them compelling AND keyword-rich.
Final Thoughts: Your Content Can Drive AUM Growth
Content marketing is a long-term investment, but done right, it builds trust, attracts the right clients, and scales your firm’s growth.
Next Steps:
Choose one area to focus on first (LinkedIn, blogging, newsletters, or SEO).
Create a 30-day plan—even 1-2 posts per week makes a difference.
Engage with potential clients—start conversations, offer insights, and show up consistently.
Start small, stay consistent, and watch how content transforms your business.
