Just because you’re a mortgage broker, accountant, or financial planner doesn’t mean you can’t create content that existing and potential clients find interesting.

The way to generate interest is not by doing gimmicky things, like writing shouty articles or filming wacky videos.

Rather, it’s by covering topics your clients care about.

You’re right to think that clients aren’t interested in the technical elements of broking, accounting, and planning; so don’t talk about them. But they are interested in content that appeals to their curiosity and helps them live better lives; so why not give it to them?

Five Types of Content Your Clients Find Interesting

Report News

Humans are drawn to news because we love to know what’s going on, which is why a lot of the best financial services firms position themselves as unofficial media companies. The kind of topics you can report on include:

  • Brokers: property and home loans news.
  • Accountants: business and tax news.
  • Planners: investing and superannuation news.

Answer Questions

Write about the questions you regularly get asked. You know clients will care about the answers – otherwise, they wouldn’t keep asking you the questions. Examples might include:

  • Brokers: how to use equity to buy an investment property.
  • Accountants: how to prepare for an audit.
  • Planners: how to create financial security for your family.

Solve Problems

Similarly, clients will care about content that sympathizes with their problems and provides them with practical solutions. For example:

  • Brokers: how to qualify for a home loan when you have a new business.
  • Accountants: how to improve your cash flow.
  • Planners: how to budget for your children’s school fees.

Share Case Studies

Case studies can also make very interesting content because potential clients will imagine themselves in the story and will therefore want to learn how it played out. For example:

  • Brokers: how Helen saved $73k by refinancing.
  • Accountants: how Example Company reduced their tax bill by 26.4%.
  • Planners: how Jack & Jill retired 13 years early.

Bust Myths

Mythbusting is another common content marketing tactic. That’s because it evokes people’s curiosity – few can resist the urge to find out why that thing they were sure was true was actually false. Potential myths include:

  • Brokers: the cheapest home loan is always the best.
  • Accountants: all business expenses are tax-deductible.
  • Planners: you should pay off all your debt before you start investing.

Shift the Focus from You to Them

Do you know what all those hypothetical examples have in common?

It’s that they focus on the client, not the business.

That’s the main reason clients don’t want to read about the technical elements of your profession: not because they’re dry, but because they have nothing to do with the client.

As far as your clients are concerned, content about you and your industry is boring; but content about their goals, fears, and problems is deeply fascinating.

So if you’re a broker, accountant, or planner, here’s how to write interesting content:

  • Make your clients the hero of your content marketing, not you.
  • Think about their interests, not yours.
  • Educate, don’t sell.

If your content marketing ticks those three boxes, clients will love reading it – not because it’s marketing, but because it’s interesting. And because more people read your helpful content, you’ll find it actually generates more leads than traditional salesy content.

Next Steps

You now have the framework to write great blogs, social media posts, email newsletters, case studies, and eBooks. But you might be missing one thing – the time.

In that case, Nick Bendel can help you.