Expertise—what the wealthy want—is characterized and communicated by your high-value thought leadership content. High-value thought leadership content is the cornerstone and it certainly is the starting point to becoming a thought leader. Without it, you have nothing.

Being able to produce or access high-value thought leadership content tends to be a major stumbling block for many wealth managers because they lack the ability to consistently produce high-value thought leadership content.

There are a number of different ways to come up with the high-value thought leadership content. Bear in mind, there is no one “best” way. What works best for you might not work best for another wealth manager. What is important, however, is that your content is exceptional and that you are running a campaign.

The Audience

To have high-value thought leadership content, a solid starting point is with your intended audiences. In order to determine what your high-value thought leadership content should cover, there are a few questions you probably need to answer.

What audiences do you want to think of you as a wealth management authority?

In order to become a thought leader, you are going to have to habitually demonstrate to certain audiences that you are an expert when it comes to wealth management. Therefore, a good place to usually start the process of becoming a thought leader is having a solid understanding of who you are focusing on.

For nearly all wealth managers, there are likely to be multiple audiences. Aside from thinking in terms of spheres of authority, there are your current affluent clients. There are particular wealthy prospects. And there are centers of influence you have some sort of relationship with.

These audiences can usually be further divided. For example, affluent clients and prospects can be segmented by source of wealth such as business ownership, celebrity and divorce. Centers of influence can also be segmented by their professions, such as by accountant or attorney.

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