For professionals focused on the ultra-wealthy, there are two audiences. One is the ultra-wealthy themselves. The second is “centers of influence”—usually non-competing professionals who can refer their clients to you.
The material you design for the ultra-wealthy should convey your expertise. They are being educated on the appropriateness and value of your expertise. The implicit message is that the provider of the content can deliver said expertise at the highest levels.
There are additional types of content that you can provide not as directly connected to your own proficiencies—for example, a detailed analysis of the issues and concerns of the ultra-wealthy, along with viable solutions. It’s also effective to identify trends affecting this cohort and their implications. In a well-orchestrated content marketing campaign, multiple types of content are common as they prove synergistic and, consequently, produce the best results.
But the development of content is not as great a hurdle as getting the content into the hands of the target clients. Shotgunning the material across a broad swath of media channels might make some wealthy people aware of it, but most of the audience will not be people you’re looking to connect with. You will introduce it to more of the right people, say, at select events attended by the ultra-wealthy.
Meeting other influential professionals is unquestionably the most effective way to find new, ultra-wealthy clients. That means a content marketing campaign with these professionals as the core audience can be very powerful. Just about any and all content created for the ultra-wealthy is applicable for centers of influence as well. Very often, such material simply requires restructuring.
Other professionals find the material significant if they can use it to enhance their own success. This means the material should address areas such as business development and practice management. While there are certainly areas of content overlap among the different professions, it’s better to cut through the clutter by creating content whose nuances address specific professions. Industry trend data is very appealing to other professionals if it’s provided with applicable insights.
It’s much easier to distribute content to other professionals, often at industry gatherings, than to the wealthy themselves. But that does not mean the quality of the content is less important.
Know The Audience
With the democratization of media (anyone can have a blog, after all) and the fairly pervasive belief among many professionals that they have something important to say, content marketing geared to the ultra-wealthy is becoming common. The problem is that much of the material is not very useful and doesn’t raise advisors’ profiles. But even brilliant material is worthless if no one sees it. It’s a mistake not to consider distribution while the content is being developed. It might even be better to consider distribution beforehand.
Attention to the audience is key—because not all the wealthy are alike. Hedge fund managers are different from tech entrepreneurs, who are different from celebrities. So the content should be customized.