FAQs

What is Content 151?

A customized marketing solution. We use content to help you generate leads, win new business and engage current clients.

Why content marketing?

Two main reasons: Americans don’t know very much about money and they distrust financial institutions. Education content helps advisors solve those two problems. Providing (potential) clients with financial knowledge empowers them, and builds trust.

The third reason is, this type of marketing works. Major financial institutions, from retail banks to large brokerages, are spending big money on content marketing and financial education to win clients.

Why Content 151?

We offer content marketing at a much lower price point than the big banks. Not to mention, our content is good.

We start each client relationship with a strategy session, to make sure you’re using content in a way that makes sense for your business, and that any new content fits into your existing business.

Next, we offer content subscriptions, using a newswire approach. You can take our templated content and publish it as-is, or use our different programs to customize the content for your firm with minimal effort.

Finally, we offer customizable email marketing content. We combine our template approach with a unique tagging system so that with minimal effort on your part, each of your clients receives a unique email with information relevant only to them.

What about compliance?

Because content is customized for firms, ultimate compliance approval is the firm’s responsibility. Additionally, every firm has different criteria and disclosures.

With that said, our writers all have backgrounds in financial services content and are familiar with compliance guardrails, and the approval process is generally smooth sailing.

Will my content look the same as everyone else’s?

No! That’s the beauty of Content 151. We offer a template piece of content; think of it like an Associated Press Newswire. It works as a standalone, but most local newspapers will customize it based on local reporting. The final article looks one way in the Chicago Tribune and another in The Times-Picayune, even though both articles originated from the same wire story.

We have a process for customization to make it easy. We highlight where you can add unique insights, and include tips for what information you might want to share. We also offer a service where we customize the content based on your input, via phone calls, emails and research.

In the end, how much you want to customize is up to you.

What topics do you cover?

Our content covers a wide variety of financial topics, just like you do. Think investing basics, estate planning, life insurance, saving for a house, picking a 529.

Our robust library of pieces is growing every day. In fact, that’s one reason we provide customized content recommendations for our clients during onboarding — if we didn’t, there might be too much content to choose from!

Content is periodically updated and revised to account for changing conditions.

Will content cover major market moves or current events?

We do a limited amount of “timely” content to help explain current events. Think “a history of bailouts” to help provide context for current stimulus packages.

However, we reserve most newsy content for email communications. This allows you to add value for your clients, because you’re providing context about what the news means for them. That’s something they can’t get on any news site, or from any one-size-fits-all article.