Building a content library takes time. What are your options?

Sharing your perspective through a blog, video series or newsletter can be a boon to practice growth when it’s done well. That’s why so many IAs choose to pursue it—and for those who don’t, often the stumbling block is time.

To produce original content with consistency is challenging, and because it’s not in your primary skillset, the commitment required is often higher than it would be otherwise. So if you’re considering alternatives, these are your options:

DIY Content Development

Your first option is the most time-consuming and the least expensive. You can create all your content yourself, or through your existing internal team, with the help of video editing, AI and design programs. This ensures the thought leadership you produce is really your own, demonstrating the specialized expertise, resourceful ideas and nuanced perspective that your clients value.

But despite advances in accessible, user-friendly technology, a DIY project will always have a DIY feel. If you’re serving high-net-worth markets, this approach could seem out of step even if you devote significant time to it.

Mass-Produced Content

Some advisors choose to enlist a third party service that provides articles and other content. While this approach may offer some professionalism and save you some time, it removes the individuality component. The articles you receive are not restricted to your use, nor are they reflective of your specific point of view—which can undermine the purpose of creating the library in the first place.

Generic News Feed

An even more hands-off option is the generic news feed, which pulls articles from across the web. You’ll find our full post on generic feeds here, but the crux of it is that while the commitment is low, so is the potential. Clients and prospects alike are already getting their news elsewhere; what they want is insight.

Collaborative Outsourcing

The last avenue is what we call collaborative outsourcing. By partnering with a third party to create original content, you can offer both professionalism and insight, in less time than it takes to do it yourself.

Compared with generic options, this approach often involves a lighter stream of content, but a higher standard of quality. It shows your clients you are paying attention and you have a distinct viewpoint that is worth sharing. In our partnerships with advisors, we also find opportunities to spotlight their unique services and strategies, optimize content for the web, and support specific goals like COI development and new client acquisition.