Congratulations! You’ve taken your first bold steps into the world of financial advisor media! A long and prosperous career awaits.
You kept up your consistent and professional effort, and in no time at all you’ve found yourself with a nice little media archive. Looking at it, you might be wondering about the best ways to reuse your content instead of letting it sit around.
When it comes to establishing (and reestablishing) your media presence, there’s no need to reinvent the wheel. Repurposing your back catalog for other mediums and formats is easy, fruitful, and keeps your company’s name on people’s minds.
But how do you start?
First: Gather Radio and Televison Clips
Far from the stereotype of washed-up mediums, radio and television remain hugely popular and far-reaching mediums. For financial advisors, there’s still no resource quite like them.
That’s why reusing your radio and television clips stretches their value beyond your timeslot and can continue to provide returns on your investment long after original shows have run their course. Clipping media appearances into smaller videos highlighting your segments — or even cutting those down into short clips pertaining to a single subject — can easily be embedded on your website, sent out as updates through email and newsletter lists, or used as posts for social media.
With enough clips, you could even create a dedicated media page on your practice’s website, collecting all your appearances and soundbites into a single, sharable link. Pair these with your podcast links and you’ll have yourself a robust media library!
Second: Appraise Your Market
Odds are, you’re not serving the entirety of Los Angeles or New York City. That’s not a bad thing! In fact, existing in a smaller market works to your advantage. Imagine it like it’s your neighborhood. You’re part of a tight-knit community, and the services you provide form a key part of that tapestry. Instead of getting drowned out by the hustle and bustle of a huge metropolis, just a bit of additional effort to promote yourself and your practice can make a big difference to people you’ll run into every day.
For financial advisors in smaller markets, chopping up your clips, making them vertical, adding captions, and posting them to your Instagram as reels can get you the exposure your clips need. This way, your clips don’t have to go viral or need millions of views, just the market next door.
Since you’ve already recorded the audio or video, the hard part is done! In fact, if you’re doing media with us at Impact, we’ll have it looking professional in any format.
Third: Embrace YouTube
If you don’t use YouTube regularly, you might still think of it as the place for cat videos and clips of kids coming home from the dentist. The truth is, many people use YouTube as a primary source of information and entertainment. Two-hour videos on the history of the Disney FastPass are not only common, but massively popular.
Closer to your interests, YouTube is the most popular social media site with those aged 55 and older. That means there’s no shortage of your target demographic on hand to encounter your radio and television appearances. Plus, creating and maintaining your own YouTube channel keeps your brand in-house, centering your practice as the place-to-go for financial updates and information. Anything from extended tv appearances, entire podcast episodes, and even recorded seminars and lectures can find their home on your YouTube channel.
For more tips on repurposing your media — or for some great examples — check out our YouTube page, filled to the brim with our own shows, informational interviews, and podcast episodes!
