Content marketing strategy for RIA firms

Content rules the internet. Why? Because billions of people go online every day looking for answers. If your registered investment advisor (RIA) firm can provide some of those answers, you can build a brand voice that attracts prospects and keeps existing clients engaged.

And now, how people find information has expanded beyond traditional search engines like Google and Bing. Artificial intelligence (AI) platforms like ChatGPT, Copilot, and Gemini are becoming go-to sources, and younger audiences are turning to social media platforms, such as TikTok and Instagram, for visual explanations. No matter where your audience looks, structuring your content with clear, authoritative information can help your firm show up in AI-generated results—a practice called answer engine optimization (AEO).

An intentional content strategy can help your firm show up when your audience searches for financial guidance. It helps you focus on what your ideal clients need and what will deliver the most value. So where do you start? Use these steps as a guide to start strategizing. 

How can RIA firms create an effective content strategy?

To build an effective content strategy that attracts and engages current and prospective clients, you first need to know who your ideal client is, what makes your firm different, and how you want to grow. Clearly defining these pieces of your overall business strategy can help your content strategy support those goals.

Every RIA firm's content strategy will look different, from the topics covered to how it's used.

What types of content should financial advisors create?

There are many ways you can approach creating content that builds trust, demonstrates your firm's expertise, and wins new clients. First, you'll need to identify what types of content make the most sense for you and your audience. Do you want to stay in regular contact with clients and prospects? What about a video series on investment trends? Or a series of blog posts on building intergenerational wealth?

Here are some examples of the types of content you can create and their advantages:

• Articles and blog posts: Share insights that offer a fresh perspective or helpful, actionable tips. Blog posts are ideal for clients and prospects who want to learn something valuable but only have a few minutes to spare.
• Videos: Put a face to your firm and connect with people in a more personal way by creating videos. Videos work especially well for explaining a concept or demonstrating how something works.
• Email newsletters: Share timely information and stay in touch with clients and prospects. Email allows you to distribute different types of content and communicate unique messages to different audiences. Just make sure your emails have a focus and aren't used as an information dumping ground.
• White papers: Take a deep dive into a complex topic. These longer-form publications can help you showcase your expertise and commitment to helping clients. Depending on the topic, they can also be formatted as a guide that helps your audience accomplish a particular goal.
• Photos and graphics: Highlight your personality by sharing photos of you and your team. Hosting an educational event for clients? Attending an RIA conference to grow and network (like Schwab's IMPACT)? Capturing real, in-the-moment snapshots showcases who you are as an advisor and as a person. You can post short, eye-catching graphics that grab people's attention (lean into this option if you're camera-shy).
• Webinars and Events: Bring people together to learn and talk through a topic. Events can both give you a chance to meet a lot of people and establish yourself as a thought leader.
• Interactive online tools: Provide content in unexpected, highly engaging ways. What if you created an online calculator or a questionnaire that helps a client make a hard choice? You can be creative.

Whatever you create, make sure it reflects what makes your firm different.

Where to house your content

Your RIA firm's website is the home base for your information about your team and offerings. It should also be the home base for your content. Articles, videos, guides, and other resources can all live on a well-built website, giving prospects and clients a central place to engage with your expertise while having easy access to your services and contact information.

Where to promote your content

There are many social media channels and video platforms–not to mention thousands of websites where your content could appear. It can be tempting to try to post your content everywhere, but that approach can easily backfire. Instead, be intentional about which platforms you choose.

What matters is:

• You show up where your current and prospective clients are. This might take some research, but if you know who your ideal client is, you can make a well-informed guess of where they hang out online. For example, professionals and executives are likely to spend a lot of time on LinkedIn.
• Your content matches why people go there. Social media platforms serve different purposes and formats. For example, Instagram is a fun, visual space. Your white paper probably won't play well there. But a short video or a splashy graphic? Definitely.
• You invest only in channels that you can keep active. Consistency matters. Imagine a prospective client finding your firm's Facebook profile and seeing that the last post was from 2016. They might assume you're out of business or that your website is a scam. Inactivity can erode trust, so think twice before spreading yourself too thin.

Tips for staying organized with content creation

Great content comes down to organization and follow-through. To get the most out of your content and keep your online channels active, consider:

• Creating a content calendar. Make sure your calendar shows both what's active right now and what's coming up. Your calendar doesn't just keep you on schedule, it can also reveal gaps and important dates to plan for.
• Establishing cadences. Get a pulse on how frequently your audience wants to hear from you. Avoid bombarding them with content or going quiet for long periods of time.
• Repurposing content. One piece of content can go further than you think. For example, what if you wrote a blog post based on a video you created on investing trends? This lets you reach more people in new formats without starting from scratch.
• Determining roles. Is one person responsible for all content creation or are some advisors also contributing blog posts or social media content? Deciding who does what and when can prevent confusion.
• Factor in compliance. Like any client communication, your content marketing needs to meet compliance requirements. Keep your compliance partners in the loop early so review becomes a natural step in your workflow.
• Feeding leads into a CRM. Your marketing is only as successful as its ability to attract and retain clients. If folks love your content but your firm doesn't have a way to follow up, you're missing opportunities to win new clients. A CRM system can help your team understand more about prospective clients and reach out in ways that are more likely to resonate.

A content strategy doesn't need to be complicated to be effective. What's important is to understand your goals, who you're trying to reach, what information they need, and how much time you can realistically commit.

Your RIA firm already has a story worth telling—who you serve, how you help, and what makes your firm unique. A thoughtful content strategy can help you tell that story with more focus, consistency, and impact. 

What you can do next

• Elevate your firm's profile with marketing tips and tools that can help you gain more visibility, increase your market reach, and connect with new clients.
• Curious about how Schwab helps RIAs? Wealth services, technology, and business support are just the beginning. Whether you're exploring independence or considering a custodian swap, we're here to help you take your next step.