Here's the question nobody in a conference breakout session wants to answer honestly: who is actually going to do the writing? Not "who should we hire." Not "what's our content strategy." Who. Is. Writing. The. Emails. Because right now, something is happening across the RIA landscape that nobody's admitting out loud. Advisors are spending real money on marketing — agencies, platforms, AI tools, social media schedulers — and producing content so generic it could belong to anyone. Or no one....

How can your content speak for you? If you’ve seen the movie Her , you know it features historical figures in AI form, all interacting with people and each other. Unfortunately (or fortunately, depending on how you look at it), we’re not there yet. That means you have to work to make sure your brand and content speaks as you. You need to develop your advisor content voice. It’s one of the most common frustrations I hear from financial advisors is this: “I know how I sound with clients in...

I won't name names. We all know who they are. Advisor marketing platforms exist for a reason. They solve a real problem. Most advisors want to stay in touch with clients but don’t have the time to constantly produce websites, newsletters, blogs and social media posts. These platforms provide a steady stream of ready-made content and digital services that can be executed with a few clicks. There’s real value in that. But there’s also risk in outsourcing too much of your brand presence to...