The Evidence-Based Investor is primarily aimed at investors — not just individual investors, but also institutional ones, such as charities and pension funds. But we’re here to help financial advice firms too, or at least firms that share our evidence-based philosophy. So, what exactly does TEBI do for those advisers?
Well, the main way we can help is with content and social media management. In conjunction with our colleagues at Regis Media, the firm that sponsors and produces TEBI, we provide a wide range of content about investing, behavioural finance, financial wellbeing and the benefits of using a financial adviser.
Sharing high-quality content is something that every modern advice firm should be doing, particularly those that want to grow. How do you expect people to find you, let alone work with you, if you’re not constantly articulating your philosophy, your values, and what makes you different from the thousands of other advisers available to choose from?
Remember, too, that it’s not just about attracting and retaining clients. People are living longer and risk running out of money in old age. Most investors, wealthy or otherwise, are paying far more than they should. They need basic, honest financial education. Who do we expect to provide it if advice firms don’t?
Custom-made content
Of course the best sort of content is original content that is custom-made and for the exclusive use of your advice firm. Although we specialise in video content, we also provide bespoke articles, white papers, infographics and audio podcasts.
The problem is that, on its own, a really good home page video, for example, or even a series of videos, is not going to build and engage a large audience. That requires putting out content on a regular basis over a long period of time. The challenge, then, especially for a smaller advice firm, is to produce high-quality content in sufficient quantity.
That’s why we also offer two alternative options to custom-made content, namely pre-produced and on-going subscription content.
Pre-produced content
This is the name we give to content that has already been produced but which can be re-branded for your advice firm. We currently have three video series available, as well as articles covering what we consider to be all of the most important topics. Although the content is not exclusive, licences are strictly limited per territory, and of course the price you pay is very much lower than if you commissioned bespoke content of the same quality. We have content covering all of the major English-speaking markets — the UK, Ireland, the US, Canada, Australia, New Zealand and South Africa. We also provide content in German and in Dutch.
On-going subscription content
Another alternative is our regular video subscription. Firms subscribe to either one or two videos per month. Again, these are tailored to each subscribing firm, using your own branding, and including your contact details, call to action and disclaimer as required. We also provide two articles per month for firms that want written content instead of, or in addition to, video content. As with our pre-produced material, subscriber numbers are strictly limited.
Social media management
Of course, when you invest in content, you want to ensure that it reaches your target audience. That’s why it’s so important to have an effective distribution strategy. Some advice firms manage their social marketing themselves, although in our experience they’re often too busy or lack the expertise required to do it properly. That’s why we offer Regis Plus, a comprehensive package that includes social media management as well as regular video content. Every step is taken to ensure compliance, and our clients are able to view (and if necessary edit) every post before it goes out.
For more information, visit our website and YouTube channel, or email Sam Willet or Christina Waider.
NEXT TIME: In the next post I’ll be telling you about our worldwide network of evidence-based financial advice firms, and how you can apply to join it.
Robin is a journalist and campaigner for positive change in global investing. He runs Regis Media, a niche provider of content marketing for financial advice firms with an evidence-based investment philosophy. He also works as a consultant to other disruptive firms in the investing sector.
