Content Creation for Financial Advisers: Building Trust and Growing Your Practice

In an industry built on trust, reputation, and expertise, the way you present your firm online has never been more important. That’s where content creation—a cornerstone of financial services digital marketing—steps in.

It’s not about going viral or becoming the next influencer. It’s about being seen, being remembered, and being trusted by the people who matter most to your business: clients, prospects, and professional introducers. For those wondering how to get clients as a financial advisor, content marketing offers a sustainable, trust-building approach that complements other marketing for financial planners.

Why Should Financial Advisers Care About Content Marketing?

Creating content isn’t about marketing fluff. It’s about communicating real value, showing your expertise, and demonstrating that you’re the kind of adviser people want to work with—a key feature of financial services marketing that drives real business results.

According to research from the Financial Conduct Authority (FCA), 72% of UK consumers now research financial services online before making contact with a professional. Additionally, the Investment Association reports that firms with regular blog content generate 67% more leads than those without—making content creation essential in today’s digital landscape.

Here’s how content helps your UK advisory firm:

• Attract new clients by answering the exact questions they’re Googling. Research from Boring Money (2023) shows that 85% of UK consumers research financial products online before making decisions.

• Build trust by showcasing your expertise consistently. The Financial Services Trust Index indicates that firms demonstrating clear expertise through content see a 43% higher trust rating.

• Differentiate yourself from larger firms and ’lookalike’ advisers in your local area. The Personal Finance Society found that 61% of consumers struggle to distinguish between different advisory firms based on their websites alone.

• Strengthen relationships with professional introducers like solicitors and accountants. The Legal Services Board notes that 78% of solicitors prefer referring clients to advisers with clear, educational content.

• Enhance your SEO so your firm appears when local clients search for financial advice. Personal Finance Society data shows that 63% of UK clients find their financial adviser through online searches.

• Drive referrals by giving your existing clients something worth sharing. According to Adviser Business Review, client referrals increase by 35% when advisers regularly share valuable content.

The UK Financial Advice Landscape and Content Marketing Opportunities

The financial advice landscape in the UK presents unique opportunities for financial services digital marketing. With over 27,000 financial advice firms operating across the country, standing out requires more than just technical expertise—it demands a strategic approach to marketing for financial advisors.

Research from the UK Financial Capability Survey highlights that only 39% of UK adults feel confident managing their money, creating a substantial knowledge gap that advisers can address through content. This knowledge gap represents a prime opportunity for advisers wondering how to get clients as a financial advisor. Furthermore, regional differences in financial behaviour create opportunities for localised content strategies:

• Scotland shows 12% higher interest in pension planning content than the UK average
• London and the South East demonstrate 23% more engagement with investment strategy content
• Northern regions show 18% higher interest in property and mortgage-related financial advice
• Wales and the West Country engage more with retirement lifestyle planning content by a margin of 15%

Leveraging these regional interests can help advisers create more targeted and relevant content for their specific audience demographics.

Navigating FCA Compliance in Content Creation

Creating valuable content doesn’t mean ignoring regulatory requirements. The FCA has clear guidelines about financial promotions, including blog content.

Key compliance considerations:

• Include appropriate risk warnings for investment discussions
• Avoid making promises about investment performance
• Ensure disclaimers are clear and prominent
• Keep records of all published content
• Maintain clear distinction between advice and guidance

A 2023 FCA review found that advisory firms with clear compliance processes for their content marketing faced 56% fewer regulatory issues than those without structured approaches.

The FCA’s Consumer Duty regulations, which came into full effect in July 2023, place additional emphasis on clear communication. Your content strategy should reflect these principles by:

• Using plain, accessible language
• Explaining complex concepts clearly
• Providing balanced information about benefits and risks
• Being transparent about fees and charges
• Ensuring content is appropriate for your target audience’s financial sophistication

Common Content Topics for UK Financial Advisers

Based on search data from UK consumers, these topics consistently perform well:

---

Topic Why It Works Example Title

---

Pension Planning Affects nearly everyone; complex rules “Pension Lifetime Allowance Changes: What Every UK Professional Should Know”

ISA Strategies Annual relevance; tax benefits “ISA vs LISA: Making the Right Choice for Your Financial Future”

Inheritance Tax Emotional importance; complex planning “Seven Legitimate Ways to Reduce Your Inheritance Tax Liability”

Property & Mortgages Rising costs; major life decision “The Hidden Costs of Buy-to-Let: What UK Landlords Need to Know”

Retirement Planning Universal concern; personalised advice “Building Your Perfect Retirement in Post-Brexit Britain”

ESG Investing Growing interest; regulatory changes “Understanding the UK’s New Sustainability Disclosure Requirements”

Divorce Financial Planning High emotional stakes; specialised knowledge “Financial Settlement Options in UK Divorces: A Comprehensive Guide”

Care Fee Planning Ageing population; complex rules “Navigating Long-Term Care Funding Options in the UK”

Content Formats That Resonate with UK Financial Services Clients

Diversifying your content formats can help engage different segments of your audience—a strategy any good brand marketing agency for financial services would recommend. According to research from the Content Marketing Institute’s UK branch, financial services consumers engage with:

1. How-to guides and explainers (76% engagement rate)
2. Calculators and interactive tools (71% engagement rate)
3. Case studies with anonymised client scenarios (68% engagement rate)
4. Market commentary and economic updates (65% engagement rate)
5. Checklists and planning templates (63% engagement rate)
6. Video explanations of complex concepts (59% engagement rate)
7. Webinars and recorded presentations (54% engagement rate)
8. Podcasts and audio content (47% engagement rate)

The Financial Services Forum reports that advisers who use at least three different content formats see 34% higher client engagement than those relying on written blog posts alone—one of the many features of financial services marketing that can dramatically improve results.

Getting Started with Financial Services Digital Marketing

1. Start small but consistent—one quality post per month is better than sporadic publishing. According to UK digital marketing research, consistency increases subscriber retention by 42%.

2. Focus on local relevance—address financial planning concerns specific to your region. Local content receives 29% higher engagement from prospective clients.

3. Create cornerstone content—comprehensive guides on key topics like “The Complete Guide to Retirement Planning in the UK.”

4. Repurpose effectively—turn one blog post into a newsletter, social media posts, and client email content. The Association of Financial Advisers notes that effective repurposing can increase content ROI by 67%.

5. Involve your entire team—subject matter experts across different financial specialties can contribute insights, creating a more comprehensive knowledge base.

6. Consider outsourcing selectively—many UK financial advisers work with specialist copywriters familiar with FCA regulations to maintain quality without overburdening in-house resources.

7. Plan content around key financial dates—the UK tax year, budget announcements, and ISA seasons create natural content opportunities.

Measuring ROI on Your Financial Services Digital Marketing Investment

UK advisory firms partnering with a specialist brand marketing agency for financial services or developing in-house strategies see tangible results from content marketing—particularly when measuring these key performance indicators:

• Website traffic: On average, advisory firms with regular blogs see 55% higher website traffic (UK Digital Marketing Association)
• Lead generation: Blog content generates 3x more leads than paid advertising for the same cost (UK Financial Marketing Survey)
• Client retention: Clients who engage with adviser content show 27% higher retention rates (Adviser Business Review)
• Conversion rates: Prospects who read at least three pieces of content before contacting an adviser are 4x more likely to become clients (Financial Services Marketing Report)
• Time savings: Well-crafted educational content reduces initial consultation time by 23% as prospects come better prepared (Financial Planning Today)
• Client satisfaction: Firms that regularly share educational content score 32% higher on client satisfaction surveys (UK Financial Planning Association)
• Average client value: Clients acquired through content marketing have 41% higher lifetime value than those from traditional advertising channels (UK Adviser Tech Survey)

Real-World Results: UK Advisory Practices

A medium-sized advisory practice in Manchester implemented a twice-monthly blog strategy focused on regional concerns and national policy changes.

Results after 12 months:

• 117% increase in organic search traffic
• 43 new client enquiries directly attributed to blog content
• 22 new clients (representing £4.2M in assets under management)
• 67% reduction in cost per acquisition compared to traditional advertising

Another example comes from a small advisory practice in Edinburgh that focused on creating in-depth pension guides for local university professionals. Their targeted approach yielded: - 89% increase in website engagement - 27 qualified leads over six months - 14 new clients with an average portfolio of £320,000 - Reduction in initial consultation time from 90 to 60 minutes due to better-informed prospects

Content Calendar Template for UK Financial Advisers

---

Month Timely Topics Evergreen Topics Content Type

---

January ISA strategies, Tax year planning Financial goal setting Blog + Infographic

February Pension allowance considerations Investment principles FAQ compilation

March Year-end tax planning Protection needs assessment Checklist + Blog

April Tax year end review, Budget impacts Estate planning basics Blog + Video

May Investment review post-tax year Family financial planning Case study

June Mortgage market update Business succession planning Expert interview

July Mid-year investment review Retirement lifestyle planning Interactive calculator

August Education fee planning Long-term care considerations Comprehensive guide

September Protection insurance review Divorce financial planning Webinar recording

October Pension contribution planning Inheritance planning Webinar + Blog

November Tax-loss harvesting Charitable giving strategies How-to guide

December Year-end tax planning Financial planning for the new year Checklist + Blog

Before & After: Strengthening Your Content

Example 1: Pension Content

Before: “Pensions are important for retirement. You should start saving early and get advice.”

After: “For UK professionals, your pension may represent your largest investment after your home. Recent Office for National Statistics data shows that the average Briton needs to save an additional £3,000 annually to maintain their lifestyle in retirement. While automatic enrolment has helped, personalised pension strategies can result in retirement funds up to 40% larger than standard workplace pensions alone.”

Example 2: ISA Content

Before: “ISAs are a good way to save tax-efficiently.”

After: “With UK taxpayers collectively paying £8.6 billion in unnecessary tax on their savings according to HMRC figures, ISAs remain critically underutilised. The average higher-rate taxpayer in Britain could save £1,240 annually by maximising their ISA allowance instead of holding investments in general accounts. Recent Treasury data indicates that only 33% of eligible UK adults maximise their annual ISA contributions.”

Content Distribution: Essential Features of Financial Services Marketing

Creating content is only half the equation—getting it in front of the right audience matters equally. Research from the Chartered Institute of Marketing shows that UK financial services firms with integrated distribution strategies see 3.7x better results than those focusing solely on content creation. For advisers focused on how to get clients as a financial advisor, strategic distribution can be the difference between content that generates leads and content that goes unnoticed.

Effective distribution channels for financial advisers include:

1. Email newsletters – 76% of UK financial consumers prefer receiving adviser updates via email
2. LinkedIn – The preferred social platform for 82% of UK financial professionals
3. Professional networks – Sharing through solicitor and accountant networks increases content reach by 47%
4. Local business groups – Chamber of Commerce and networking groups extend content reach to business owners
5. Targeted paid promotion – Strategic boosting of high-value content to specific demographics
6. Client referral programmes – Encouraging clients to share valuable content with peers
7. Strategic partnerships – Co-creating content with complementary professionals like solicitors or accountants

Next Steps for Financial Advisers

Creating valuable content consistently isn’t something that happens overnight, but it’s also not as complex as many you might fear. The most successful advisory firms in the UK have made content a cornerstone of their growth strategy.

Whether you choose to create content in-house or work with specialists familiar with financial services regulation like Aspina, the important thing is to begin building this valuable asset for your practice.

Your expertise deserves to be shared. Your prospective clients are already looking for answers online—shouldn’t they be finding them from you?