Staying Active on Social Media: Ten Ways to Generate Relevant Content on a Frequent Basis

Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.This article is a recap of a presentation I gave at the TD Ameritrade Institutional National Conference on January 31.

Kristen Luke

One of the most difficult aspects of social media marketing for financial advisors is staying active. The statistics prove this. According to a study by Vertical Response, 43% of small businesses spend six or more hours per week on social media and 61% spend at least one hour writing a blog post. For advisors who already have a hectic schedule, how do you generate relevant content and maintain an active presence? Here are 10 tips to help you get started.

1. Repurpose content

Not all of your social media contacts see your content the first time it’s posted, so it is a good strategy to repurpose or even reuse content you’ve already created. For example, you can:

  • Turn old newsletter articles into blogs
  • Use blog topics for videos and podcasts
  • Turn white papers or ebooks into blogs and vice versa
  • Edit webinars into shorter videos
  • Edit and republish blogs that are more than two years old
  • Promote ebooks, white papers and recorded webinars multiple times

2. Find multiple contributors

Creating original content is time consuming. If you are finding it difficult to set aside time, share content-creation responsibilities with others. Ask staff members, centers-of-influence and referral partners to contribute articles, videos and podcasts. For more substantial pieces, like white papers or ebooks, collaborate with other professionals to write the content. A secondary benefit of this strategy is that your content will then highlight different perspectives and showcase your areas of expertise.

3. Diversify content

Not all content takes the same amount of time to create, nor does it generate the same amount of interest. By diversifying your content, you can save time and appeal to different preferences. Types of content can include, but aren’t limited to, articles, blogs, videos, podcasts, ebooks, white papers, events, photos, images, infographics, press releases and webinars.