One of the most frequent questions we hear from advisors: What should I actually post on social media?

The truth is, your firm’s channels shouldn’t be filled with random updates or one-off announcements. To be effective, they need to reflect a mix of content that builds credibility, shows culture and provides value.

In this episode of The 3 Minute Marketer, Rosemary Denney, CEO of Wealth Matters Consulting, breaks down the four content categories every wealth management firm should focus on.

Four Content Categories for Advisory Firms

1. Original Content

Blogs, videos and infographics showcase your expertise. This is where you answer the real questions clients and prospects are asking, and position your firm as the trusted resource.

2. Industry Content

Sharing content, like articles, research or market insights from other credible sources that align with your thinking saves time and reinforces your perspective.

3. Firm Culture

Culture-driven content humanizes your brand, helps with recruiting and shows clients what it’s like to work with you. Choose photos from team events, behind-the-scenes moments or milestones as content you share.

4. Press & Recognition

Recognition builds credibility and provides third-party validation of your expertise. Think awards, media features and firm announcements to reinforce your reputation and keep your firm top of mind.

Frequency & Repurposing Matter Too

We’re also often asked two follow-up questions: How often should I post? and Can I reuse content?

  • Frequency: Posting once or twice a week is enough to stay visible without overwhelming your team.
  • Repurposing: Don’t stop at one use. Stretch each blog, video or article into at least two social posts to maximize reach. Include images, carousels and infographics in your mix.

A Smarter Social Media Strategy

Social media is about showing clients, prospects and centers of influence how you think, what you value and how you can solve their challenges.

Are you looking for a smarter approach to your social media strategy? Connect with us to talk through your firm’s needs.