Digital Content Marketing: Engaging Clients Through Digital Content

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26 July 2020

Key research questions

  • Why has Digital Content Marketing become critical to an Advisor’s client engagement strategy?
  • What types of content strategies produce higher levels of engagement with targets?
  • How can Advisors use Digital Content Marketing analytics to gauge the effectiveness of their campaigns?


Amid the coronavirus pandemic, a shift in regulatory, economic, and technological requirements has fundamentally changed the advisor/client relationship dynamic. Gone are the days of the added efficiency and comfort of clients physically engaging their advisors. Trust, personal connection, care, many of the emotional attributes that clients value in having a human advisor, suddenly became much harder to demonstrate when forced over to digital channels.

The pandemic coupled with market volatility has created a significant knowledge gap for investors who are growing weary in the midst of uncertainty. Clients are dedicating more time than ever to knowledge consumption. Much of this is a result of the information asymmetry spurred by the ambiguous economic and political environment, which is reverberating across all aspects of clients’ personal and financial lives. Advisors have begun to look at digital content marketing (DCM) to continually engage clients and prospects.

The value proposition offered by DCM as a strategy is a vastly different form of engagement compared to other advisor marketing strategies. DCM is more focused on value by providing clients and prospects with educational material that they would organically share; thus, expanding the advisor’s reach in the process. At its core, its value is as good as the content shared, and the content shared is as good as the educational utility provided to the reader.