Smart content marketing for financial advisors: Turn one blog into three marketing pieces

By Cindy Schrauben

Great Gus Marketing

Many financial advisors treat their blog posts like one-and-done content, and that’s a huge missed opportunity.

For many financial advisors, hitting “publish” feels like the finish line. But with the right strategy, that blog can become the starting point for a whole mini-marketing campaign.

Repurposing is one of the most efficient ways to approach content marketing for financial advisors, especially when you want to show up consistently without burning out or scrambling for ideas each week.

I’m going to show you how to turn one blog into three valuable tools: an email, a set of social media posts, and a downloadable resource. I’ll also walk you through a simple promotion plan so you can make the most of your content without starting from scratch.

Choose a blog that can work in multiple formats

Not every blog is appropriate for repurposing, but many are. The best candidates are:

• Evergreen (helpful any time of year)

• Focused on one main idea or client concern

• Educational or insight-driven

You don’t need a long, research-heavy post for this to work. A 1,000-word blog answering a common client question is often more easily repurposed than a dense technical article.

Look for posts that:

• Solve a problem

• Clarify a concept

• Share a point of view

• Tell a story with a takeaway

These are the kinds of pieces that fit naturally into a comprehensive content marketing strategy for financial advisors. They’re relevant, helpful, and aligned with the type of conversations you already have with clients.

Turn it into an email (or two)

Your email list is one of your most valuable marketing channels. But if you’re staring at a blank screen wondering what to send, let your blog do the heavy lifting.

Here’s how to repurpose a blog into an email:

• Write a short personal intro. Something like:

  “Lately, I’ve had a few conversations around [topic]. It reminded me of something I wrote recently...”

• Share one main takeaway or insight from the blog.

• Add a link to the full post with a soft call to action.

  “If this is something you’ve wondered about too, here’s the blog.”

This format works especially well for educational posts, those that answer a common question or clear up confusion around a financial concept. You can also split a longer blog into two shorter emails, each focused on a different point or section.

Tip: Use an email subject line that sounds like something you’d actually say.

Examples:

• “A quick thought on [topic]”

• “This comes up a lot with clients…”

• “Let’s talk about [X] for a second”

This kind of repurposing keeps your audience engaged and supports your overall content marketing for financial advisors’ plan without requiring a brand-new idea every week.

Break it into social posts (a smart part of content marketing for financial advisors)

You know you “should” be more visible on social media, but that doesn’t mean you need to reinvent your message every time you log in.

A single blog can become several social posts, each giving your audience a helpful nudge, a quick insight, or a reason to click through and learn more.

Here are three ways to do it:

Quote or takeaway graphic

Use a compelling line or insight from your blog.

“Planning for retirement isn’t just about numbers. It’s about knowing what matters most to you.”

Short-form summary

Boil the blog down to one or two paragraphs. End with a CTA.

“One of the biggest mistakes I see pre-retirees make? Not having a clear plan for income after their paychecks stop. I wrote about what to do instead here.”

Question or prompt

Turn a key idea from your post into a conversation starter.

“What’s the one money lesson you wish you’d learned earlier? I shared mine (and a few client stories) in this blog.”

Sharing these on LinkedIn, your business page, or in groups can help you stay present without always having to come up with new topics. And when done well, they reinforce your expertise, an essential element of content marketing for financial advisors.

Package it as a downloadable resource

If your blog includes a list, framework, or step-by-step guide, you can reformat it into a lead magnet or free resource.

Examples:

• A blog titled “3 Common Mistakes People Make with Retirement Planning” becomes a one-page checklist.

• A post on “How to Stay Consistent with Your Financial Goals” turns into a fill-in-the-blank worksheet.

• A story-driven blog evolves into a branded PDF titled “Lessons from 15 Years of Financial Advice”

Use your PDF in multiple ways:

• Offer it as a free download on your website

• Include it in a welcome sequence for new subscribers

• Share it as a value-add in your next client meeting

Your PDF positions you as both helpful and strategic, hallmarks of great content marketing for financial advisors.

Bonus: You don’t need fancy design software. A clean, well-formatted Google Doc or Canva template works just fine.

Plan a simple 3-week content campaign

Once you’ve turned your blog into multiple tools, here’s how to get the most from it without getting overwhelmed.

Week 1:

• Publish the blog on your site.

• Email your list with a short teaser and link to the post.

Week 2:

• Share a quote or tip from the blog as a social media post.

• Start drafting your downloadable PDF if you haven’t already.

Week 3:

• Share the downloadable resource as a bonus or lead magnet.

• Post a second social teaser or an excerpt from the blog.

• Consider reposting the article with a new intro on LinkedIn.

This type of rollout provides your message with multiple touchpoints. It’s not about being everywhere. It’s about being repeatable. That’s a core principle of effective content marketing for financial advisors.

Stretch your effort, not your schedule

Creating consistent content is hard enough without the pressure to do everything from scratch. Repurposing doesn’t dilute your message. It reinforces it.

It helps you:

• Show up consistently without extra effort

• Reach people in multiple ways

• Build trust by repeating and reinforcing your expertise

Most importantly, it gives your marketing structure. And structure is what allows you to scale your visibility while staying focused on what you do best: serving clients.

If you’re ready to get more from your content without doing more, I’d love to help you create a system that fits your voice, goals, and schedule.

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Want marketing that actually speaks to your ideal clients? I help financial professionals cut through the noise with messaging that works. Book your free 10-minute strategy call and let’s get started.

Based in Kalamazoo, Michigan, Great Gus Marketing specializes in copywriting, content writing, and marketing strategy.