To advisers it must seem like everyone bangs on about content marketing and its importance to build and maintain business, but is increasing regulation in the financial services industry turning something that has previously been a choice into a legislative requirement?
Instead of talking about content marketing, in our industry it should be called “content compliance”. Here are two examples why and how it might be affecting you.
We are receiving more enquiries asking about:
1. Making sure content on adviser websites is current – and therefore compliant, and
2. Recording all communication, including newsletters, sent to clients.
Starting with the first point - when was the last time you checked your website to ensure current – compliant – content is being displayed? You might think that visitors to your site wouldn’t scroll back a couple of years to your old posts but Google will do that for them.
For example, if someone searches for an answer to, “what is the annual concessional contributions limit to super?”, if your website still has information from two years ago that states it’s $30,000 or $35,000 per annum, you are providing non-compliant content.
Replacing this outdated information with current content is simple to do by replacing it with articles from the Financial Content Library. Problem fixed.
Re point 2: if you use an email program that is integrated with some of the key financial software programs, every time you send out a newsletter it is recorded in each client’s file. This makes it so much easier now, and combining the content you’ve chosen from the Financial Content Library means that your clients are reading information relevant to them as part of your ongoing service. Again, another compliance requirement relating to content, and again using our content a simple solution is immediately available.
Make sure your website is only displaying current and compliant content and your newsletters are relevant to your clients.
It’s no longer just about content marketing – it’s about content compliance.