Content that connects: Social media that highlights the value of advice

That’s the crux of what we’ll discuss here: how to share your insights in a way that educates, empowers, and communicates the value of personalised advice, without falling foul of the regulator or leading consumers astray. It’s about letting your content make a positive enough impression to prompt someone to phone you or book a time in your calendar. We never want social media content to overstep the mark by providing specifics, but it can certainly pave the way for that one-on-one dialogue.

Educating without overstepping: Navigating the compliance boundary

Anything you post on social media, as part of your content marketing efforts, should provide valuable insights without crossing over into personal advice. Your content should present your service offering, explain processes at a high level, and outline potential benefits of seeking advice from a financial planner. We suggest using scenarios and case studies to give your audience an idea of just how transformative advice can be, prompting them to think, "Wow! What could this do for me?"

Valuable insights for your audience: The art of universal content

Let’s use an analogy. Think of the finance industry as a vast ocean (yes, replete with sharks and whales). If done well, your content is the lighthouse, guiding consumers towards shore without actually charting a course for them. Share information that helps a range of your ideal clients – posts about why trying to time the market isn’t the best idea, the basics of retirement planning, or the advantages of insurance. This broad-spectrum approach underlines the value of getting advice tailored to one’s unique situation.

The science of engagement: Psychology in financial education

When we discuss finances, we touch on hopes, fears, and ambitions. You know better than most that someone’s financial situation – all other things being equal – is a function of their experiences, beliefs and behaviours. Your content should therefore connect with your audience’s underlying values and emotions, providing reassurance that they’re not alone, and sparking their curiosity for solutions to their problems. Enlighten them on the ’why’ behind financial strategies, using relatable language that demystifies finance and encourages them to seek out personal advice that will be tailored to their needs. In marketing land, we talk a lot about selling on benefits rather than features. And so while you shouldn’t be doing a lot of selling on social media, your audience are more likely to buy into your message if you’re communicating the WIIFM (what’s in it for me) and how it will benefit and enrich their experience.

Sparking interest: Not the time to give away all the answers

Ditch the jargon and focus on real talk. Rather than delivering a lecture via social media, create content that starts a conversation. This means not sharing all the ins and outs and avoiding providing definitive answers. Share insights on financial well-being, the impact of economic changes, or the latest in superannuation – in a way that sparks interest and invites further discussion. Every article or post should open the door for someone in your audience to ask themselves, "How does this apply to me?" and to pick up the phone for answers. For everyone else in your audience – not yet ready to pick up the phone – they should at the very least think "This adviser seems generous, approachable and knowledgeable."

Your next step: A clear, compliant call to action

An effective call to action doesn’t put the hard sell on, but instead warmly encourages people to take the next step. Invite your audience to explore what personalised advice can offer them. Whether it’s a prompt to join a webinar, download an informative eBook, browse your website, or schedule a no strings chat, make it a seamless, inviting transition from content to conversation.

Measure, learn, and grow: The iterative process of content strategy

Treat your content strategy as an ongoing conversation with your audience. Leverage analytics to gain insights into what topics strike a chord and then refine your approach accordingly. The goal is to continually hone your message so it both educates and resonates deeply enough to initiate that first personal interaction. Once you figure out what works, do more of that. A word of caution: don’t get bogged down by vanity metrics. Think of it this way, while likes and reach are great, getting a lot of views on a funny meme isn’t going to have the same impact on your brand as a testimonial from a delighted client. Also consider sourcing qualitative feedback from trusted friends, clients and industry partners.

Final notes

If you’re a financial adviser who’s decided to show up on social media, part of your purpose is to educate consumers that quality advice is more accessible and powerful than they may have thought. The content you share isn’t just about sharing knowledge, it’s also a way to raise the tide of how financial advice is perceived in Australia.

With each piece you publish, you’re inviting a conversation, establishing credibility, and piquing people’s interest in the profound impact of advice. Here’s to creating content that not only informs but also inspires action and brings the value of your expertise front and centre.

Sarah Barnett, founder, Social Broker & Social Review