Are we in a crisis? For many investors, it certainly feels that way. Market volatility has surged, echoing the uncertainty we all experienced in 2020. And just like during the early days of COVID, we’re once again seeing a significant uptick in content consumption across digital channels.

Why? Because investors are hungry for answers. They’re turning to their trusted advisors not only for financial guidance but for leadership, interpretation and calm amid the storm.

This is what we call crisis communication. And it’s one of the most powerful tools an advisor can leverage during turbulent times.

Now is the time to step up your communication strategy.

If you already have a content strategy in place—a podcast, commentary series or hsoting webinars—it’s time to shift your focus to what’s happening right now. Increase the frequency of your content, address market uncertainty head-on and give your clients and prospects a reason to trust your perspective.

If you haven’t started a content strategy yet, now is the time. Here’s how to begin:

  1. Start with your audience: Who are your clients? What stage of life are they in? What are their concerns right now? Your message should meet them exactly where they are.
  2. Choose your medium: Are you comfortable having candid conversations? Consider recording them as a podcast. Do you feel at ease on video? A webinar series could be a great fit. Prefer writing? Market commentary is always valuable. The key is to stay relevant, timely and authentic.
  3. Address real questions: What are clients asking you every day? Right now, the majority of questions likely center around market conditions. Use those inquiries as the foundation of your content.

In stable markets, we recommend a minimum of one meaningful content touchpoint per month. But in times like these, more is better. Frequent, transparent communication helps clients feel confident and informed—and it positions you as the advisor they trust in any environment.

Because if you’re not talking to them, someone else will be.

If you’re unsure how to get started or want help adjusting your current strategy, we’re here to support you. Let’s talk about how you can leverage this moment to deepen relationships and reaffirm your value. Contact us today.