How to Safely Harness the Power of Great Content

In 1996 Bill Gates predicted that in the internet age, content would be king.

Given the marginal costs and ease of self‐publication, combined with the vast audience potential, he posited that content would drive revenue in the new economy. No company, he said, would be too small to participate. This statement too may be an understatement akin to his projections on personal data consumption back in 1981  -  “...No one should ever need more than 64KBs”.

This has been largely borne out – there is hardly a business left that does not have a web presence and employ some form of content marketing. The potential for customer engagement has never been higher or more lucrative. Businesses know that newsletters, websites, social media, blogs and other content driven marketing helps them engage and build trust with clients, solicit new ones and provide value‐added services.

For professionals, newsletters and blogs can position you as an expert, keeping your clients informed and up‐to‐date with information that matters to them. It becomes part of your value proposition, showcases your expertise, and can provide you with a competitive advantage.

A recent Vanguard study on financial advisors found that a full 64% of clients acknowledge that in addition to paying for investment performance, they are also paying for assistance in defining and articulating their goals, developing a plan, and monitoring of their plan and goals over time.

Unsurprisingly, clients who perceived a high value from their advisors were much more likely to allocate to them a greater share of their assets.1  Investors that reported feeling engaged by their advisor invested up to 2 times more and made referrals 2 times as often.2

The study found that clients perceive value in terms of the scope of the advice they receive, the return on investment, and the role of their relationship with their advisors. Clients are paying for more than just investment returns – they value an ongoing and engaged relationship with their advisors.

Simply put, client engagement pays – and there’s no easier way to regularly engage with clients than in a newsletter or blog. But despite the marginal costs of self‐publication, quality content creation itself is costly. Research and writing are expensive – in terms of both time and money. That’s why it makes sense to leverage the wealth of highly credible and engaging content available from online newspapers, magazines and other publishers. However, despite the proliferation of online news content and content marketing, the rules around copyright are poorly understood and misconceptions abound.