What Content Marketing Trends Should UK Financial Advisors Follow in 2023?

June 5, 2024

In the ever-evolving landscape of digital marketing, it can be challenging to keep up with the latest trends and best practices. This statement is particularly true for UK-based financial advisors who are tasked with not only managing their clients' finances but also ensuring they remain top-of-mind in a saturated market. Content marketing, a strategic approach focused on creating and distributing valuable, relevant, and consistent content, has proven to be an effective technique in achieving this goal.

However, the face of content marketing is continually changing, with new tactics and technologies emerging every year. As we look back on the year 2023, what content marketing trends should UK financial advisors have followed? Let's dive into five significant trends that made a sizeable impact last year.

1. Leveraging Social Media for Personal Branding

Social media has proven to be a powerful marketing tool in building a personal brand and establishing a direct line of communication with existing and potential clients. Last year, it was essential that financial advisors utilise platforms such as LinkedIn, Twitter, and Facebook to share expertise, provide valuable content, and engage with their audience.

The key to success on social media is authenticity, with content that reflects the advisor's unique approach to finance. It is not just about promoting services but sharing personal insights, discussing financial trends and engaging with followers on a more personal level. It's also about consistency. Posting regularly keeps the audience engaged and the brand at the front of their minds.

2. Video Content to Enhance Client Engagement

The rising popularity of video content was another significant trend in content marketing last year. Videos are engaging, easy to understand, and they can convey a great deal of information in a relatively short amount of time.

Videos are especially useful in the financial sector, where concepts can be complex and challenging to grasp. Financial advisors can utilise video content to break down these complex ideas into digestible information. These can be shared on the advisors' website, social media pages, or email newsletters, providing a convenient way for clients to gain knowledge.

3. SEO-Oriented Content for Increased Visibility

Search Engine Optimization (SEO) is a proven digital marketing strategy to increase a business's visibility on search engines. By incorporating SEO into their content strategy, financial advisors can improve the likelihood that potential clients will find their services when searching for financial advice online.

In 2023, the SEO game was not just about incorporating relevant keywords into your content. It was also about providing high-quality, valuable content that solves a problem or answers a question. Search engines, like Google, reward content that offers the best answer to users' queries, making it a top priority for any content marketing plan.

4. Email Marketing to Nurture Client Relationships

Email marketing has been a staple in digital marketing for years, and its effectiveness continued into 2023. For financial advisors, it provided a direct and personal way to communicate with clients, offering tailored advice, sharing informative content, and keeping them updated with market trends.

A successful email marketing strategy was not about sending generic, sales-focused emails. Instead, it was about delivering personalised, valuable content that speaks directly to the recipient's needs and interests. Automation tools made this process easier, allowing advisors to segment their audience and deliver tailored content that resonates.

5. Integrating Interactive Content

Interactive content, such as quizzes, calculators, or interactive videos, became increasingly popular in 2023. These types of content are engaging and fun, but they also provide a unique way for clients to interact with a brand or learn more about a product or service.

For financial advisors, interactive content can be an excellent tool to educate clients about financial management in a more engaging and personalised way. For instance, an interactive budgeting tool or a financial health quiz can help clients understand their financial situation better and show how a financial advisor can support them.

In conclusion, content marketing is a powerful tool for financial advisors aiming to boost their visibility, establish their brand, and engage with their audience. By leveraging these content marketing trends from 2023, financial advisors can stay ahead of the curve and ensure their marketing strategy is as effective and engaging as possible.

6. Podcasting for Building Authority

In 2023, the trend towards podcasting as a powerful content marketing tool continued to grow. This format has become increasingly popular as it provides an excellent platform for financial advisors to share their knowledge, provide insights on financial trends, and offer financial advice in a convenient and engaging way.

For financial advisors, podcasting offers the opportunity to establish their authority in the financial services sector. By creating content that is informative, insightful, and relevant to their target audience, advisors can build a following of loyal listeners who value their expertise and advice. Podcasting also provides an opportunity to connect with industry experts, influencers, and thought leaders, further boosting the advisor's authority and brand awareness.

The key to a successful podcast is consistency, relevancy, and quality. Regularly releasing new episodes keeps listeners engaged and coming back for more. The content should also be relevant to the audience's needs and interests, addressing common financial concerns and providing actionable advice.

Creating a podcast may seem daunting, but there are plenty of resources and tools available to help make the process more manageable. Whether you choose to host, produce, and edit the podcast yourself, or hire a professional to do it for you, podcasting can be a valuable addition to your content marketing strategy.

7. Live Streaming for Real-time Engagement

Live streaming is another trend that made significant waves in the content marketing scene in 2023. Platforms like Facebook Live, Instagram Live, and LinkedIn Live offer financial advisors a platform to engage with their audience in real-time, answer queries, discuss financial topics, and offer live financial advice.

This immediate, interactive nature of live streaming allows for a deeper connection with viewers. It increases the chance of engagement, as viewers can comment and ask questions during the stream, making them feel more involved and valued.

However, to make live streaming effective, it's essential to promote the event ahead of time across all social media channels to ensure a substantial audience. The content of the live stream should also be meticulously planned and structured to keep viewers engaged throughout the session.

Although live streaming requires more planning and resources, the benefits in terms of audience engagement and brand awareness make it a worthy investment for financial advisors.


In retrospect, the year 2023 brought forward several content marketing trends that helped financial advisors enhance their digital marketing strategies. These trends revolved around personal branding on social media, creating engaging video content, delivering SEO-oriented content, nurturing client relationships through email marketing, integrating interactive content, podcasting, and live streaming.

Each of these trends presents an effective way for financial advisors to increase their visibility, establish a stronger brand, and engage more effectively with their target audience. As the digital marketing landscape continues to evolve, staying ahead of these trends and adapting them into their marketing strategies will put financial advisors in a prime position to connect with their audience and offer valuable financial advice.

In the end, the key to effective content marketing lies in understanding and meeting the changing needs and preferences of the audience. By continuing to provide valuable, relevant, and engaging content, financial advisors can build lasting relationships with their clients, ultimately driving growth and success in their financial services.