Master Class #3: Custom Content, Session #1: The What-Slide handout - Master Class 3, Session 1

Slide handout - Master Class 3, Session 1 - Custom Content

Pdf Summary

The document provides information about an upcoming masterclass on custom content, with Marie Swift, Jonny Swift, Rita Cheng, Natasha Knox, and Jody Jacobson as the speakers. It also includes brief backgrounds of each speaker, highlighting their expertise in communications, marketing, and working with financial advisors. The masterclass aims to explore the use of custom content in inbound marketing as a "pull strategy" and how it can attract the ideal clients for financial advisors.<br /><br />The document emphasizes the importance of authenticity in content creation and its ability to cultivate shared meaning with clients. It suggests that providing ungated content is a fiduciary act and encourages financial advisors to design their content to provide a fair exchange of value.<br /><br />The document also offers insights on how to decide on content formats, such as speaking, writing, social media, and teaching, and emphasizes the importance of targeting content to appeal to ideal clients. It explains that custom content should be designed to attract the right people while repelling the wrong ones, making advisors more referable.<br /><br />Furthermore, the document discusses the significance of character, culture, and voice in custom content and how they contribute to building trust and showing expertise. It highlights the impact of pro-personal content and provides tips on generating content that resonates with clients. It advises financial advisors to address what's on their clients' minds, trigger emotions, and understand the personal motivations behind sharing content.<br /><br />Lastly, the document mentions the importance of a strong online presence and SEO through a steady stream of custom content. It concludes by providing a summary of the main points discussed and a reminder of upcoming masterclass sessions, podcasts, and events.

Keywords

upcoming masterclass

custom content

ideal clients

authenticity

content creation

targeting content

building trust

pro-personal content

online presence

SEO