Six Tips to Incorporate Seasonality into Your Content Strategy

As a financial advisor, setting time aside to create a marketing plan will help cut down the amount of time spent following through. Learn the more from LPL.

Your value proposition is how you show clients and prospects what your brand means, what you do, and what makes you unique.

As a financial advisor, creating content can quickly become overwhelming when there isn’t a plan in place. But, setting time aside to create a plan will ultimately help cut down the amount of time spent. You can also save time by repurposing content you already have and leveraging content for seasonality. Read on to learn more about saving time with content creation by implementing these six simple—yet effective—strategies.

Tip #1 - Understand Your Value Proposition

Your online presence is an echo of your financial business and the value you bring. Your value proposition is how you show clients and prospects what your brand means, what you do, and what makes you unique. This should come through across your marketing outreach. Our Value Proposition Worksheet available on the LPL Resource Center will help you hone in on your unique value proposition.

Look at your social media pages and website and ask yourself if this truly portrays your brand and the value you bring. Ask yourself what that prospect will eventually see from you online. What does the customer journey look like? Consider the customer journey from their lens, and consider what they would want to learn from you. Make sure that is what shines through on every post so that your value does not get lost.

Tip #2 - Leverage Seasonality 

Is it a volatile time in the market? Is it tax season?  Are the holidays approaching, which typically leads to higher spending for your clients?

When planned in advance, you can take advantage of all of these financial touchpoints.  You know some of these touchpoints are coming, it’s just a matter of planning out the content and getting yourself prepared. That way, when the time comes, you have posts, blogs, or resources to share with clients so they get the sense that you anticipate their needs.

Tip #3 – Consider Frequently Asked Questions

Think about the frequently asked questions you receive at certain times of the year. Let’s use tax season as an example: What are some questions that come up each year? What are some themes or common questions you get from clients across the board?

The answer to these common questions can be incorporated in your content strategy by putting the answer in a video or blog format that you post on your website when tax season approaches. The beauty of digital marketing is to be able to send one message to a big audience. Use that to your advantage.

Tip #4 – Make Personal Touchpoints

Don’t be afraid to get personal! After all, people are following you because they like you. So, don’t be shy about letting your personality shine through. One way to do this is to go through your personal archives for ideas. Maybe you post a photo of your high-school graduation as a #ThrowbackThursday and mention what you’d say to that version of yourself. Try to tie it back to where you are today and how grateful you are for where you’re at in life by helping clients work towards their financial goals.

Tip #5 - Reuse and Repurpose!

Here’s the idea: Take one piece of content and re-work it to fit multiple areas of your marketing.

Let’s say you write a blog on financial wellness for teens. Then, write out two or three social posts you can use to promote that blog on your social media channels. Repurpose the blog and use the content in an email newsletter — maybe a simplified version of the main points of the blog, bulleted out and linked to the full article on your site. You could also take that same blog and use it as a video script. Now you have a video to post on your website and across social channels as well.

Down the road, reshare that blog or video. Your content will not always make it in front of 100% of your clients each time, so repurposing content you’ve already created is always a great way to stay consistent.

That’s how to take one piece of content and rework it into six marketing touchpoints. This simple strategy, when used correctly, can save so much time.

Tip #6 – Create a Content Calendar

One way to keep the ideas flowing is to schedule time on your calendar to plan out your marketing content. Remember, planning equates to success!

Set one hour on your calendar one day each month to focus on planning your marketing for the following month, quarter, or year. This time will give you an opportunity to think about what clients might want to see from you in that time frame.

Use our Marketing Content Calendar and the accompanying template, found on the Resource Center, to plan all types of content: videos, blogs, and emails. Then, note the date of when the touchpoint will happen.

The calendar has all sorts of touchpoints, like Small Business Month in May or Financial Planning Month in October. Knowing that these dates are approaching, you can have ready-to-go content to leverage these topics. 

Pro Tip: Start simple. Make a specific goal that’s attainable for your workload. Set a goal of one blog published on your website each month, and posting on LinkedIn twice each week. With this plan, you can spend that marketing planning session writing blogs that you’ll save to publish on a future date. This is how planning in advanced will save you time in the long-run.

How LPL Financial Can Help

Now that you have a plan in place, utilize our tools within the Resource Center to help you streamline content! Did you know that LPL’s Marketing-on-Demand has loads of pre-approved, client-facing materials you can use today to help you with your marketing? Utilize the articles within Marketing-on-Demand for blogs or email content. Take a look at our video scripts to help you get started with video marketing. All of this content is available for you at the click of a button.

Streamline your content further by utilizing LPL’s email scheduling tool: the Automated Campaign Tool. We have pre-approved email content ready to go within this tool. You’ll load your client list and choose the campaigns that will go out to clients on an automatic schedule. Some campaigns are set to a weekly, monthly, or a quarterly schedule and cover various topics like retirement planning, young investors, high-net-worth clients, and more.

Our Social Media Content Library powered by Gainfully is a social media scheduling tool used to select specific days of the week for content to be posted on your Compliance-approved social media channels. Just choose the articles you’d like to send out, and you’ll have regular content up on your sites in no time. Browse a wide selection of content, like LPL Research, sponsored content, and more to post onto social media. 

Ready to Begin?

Contact the Marketing Consulting team for a walk-through of these resources or ask to join our Weekly Friday Demo’s via Webex to get familiar with our tools in a live demo. Our team can be reached at: [email protected] or 800-877-7210 Option 9 > Option 5 > Option 1.

Need More Support?

If you do not have the bandwidth to plan or publish your own content, Marketing Solutions is here to help. With Marketing Solutions, a dedicated marketing consultant will work closely with you to understand your business and brand. Then, with your goals and target market in mind, they’ll post relevant content, run your ad campaigns, track and measure your efforts to achieve success, and much more.

Questions and Consultations

If you have questions or would like to schedule a one-on-one consultation, or if you’d like to subscribe and receive email alerts when new articles become available, contact LPL Marketing Consulting at (800) 877-7210, Option 9, Option 5, Option 1, or email Marketing Consulting.


Consult your compliance department for information about the rules and use of social media and the review of all advisor marketing materials.

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Suzy partners with financial professionals to help develop their marketing strategies to effectively grow their practice. Suzy specializes in social media marketing. View full bio.