CHAPTER 11

Content Marketing: Leveraging Your Knowledge and Expertise

The basic fundamentals of marketing and selling financial services have not changed; top professionals understand it’s about mastering the art of selling intangibles. The ability to take your ideas, observations, and knowledge to help make the intangible tangible is what differentiates top performers from average ones. Pre-Internet, professionals packaged their expertise into booklets, brochures, and articles. Today’s technology provides professionals with many ways to package their expertise to attract new clients and educate existing ones. Today, top producers and firms use technology to market themselves and position their firms. After completing this chapter, you will be ...

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