Olivia Luper discusses content marketing

Listen to the interview on the Business Innovators Radio Network: Interview with Olivia Luper, Founder of Lexicon Advisor Marketing – Business Innovators Radio Network

Digital content marketing has undergone a significant transformation over the years, shifting from a primary focus on quantity to an emphasis on high-quality, targeted content that resonates with specific audiences. This evolution reflects the changing landscape of consumer behavior and the increasing saturation of digital content.

In the early days of content marketing, the mantra “content is king” led many marketers to prioritize the sheer volume of content produced. The belief was that flooding the market with content would increase visibility and attract more leads. However, as Olivia Luper points out in her podcast, this approach has become less effective due to the overwhelming amount of content available online.

Today, the focus has shifted to creating high-quality content that provides real value to the audience—even if that means publishing less frequently. Financial advisors, for instance, are now encouraged to produce educational content that not only informs but also engages their target audience in meaningful ways. This shift is crucial because consumers today don’t want more information; they want less noise. They only stop for content that enhances their lives or solves their problems.

As the market has become more saturated, the need for targeted content has become paramount. Advisors and marketers must deeply understand their audience to create content that speaks directly to them. Olivia emphasizes the importance of knowing the target audience’s pain points and future goals, which allows for crafting messages that resonate on a personal level.

For example, instead of broadly stating, “I help anyone over the age of X with retirement planning,” a more effective approach would be to specify, “I help female entrepreneurs who own healthcare agencies plan for retirement.” This level of specificity not only makes the content more relevant but also positions the advisor as an expert in that niche, enhancing their credibility.

Credibility has also become a critical component of successful digital marketing, especially with the increased usage of AI search. As Olivia notes, potential clients are likely to conduct online research before reaching out, even if they come through referrals. This means that financial advisors must build their credibility through various means, such as being featured in reputable publications, obtaining awards, and gathering positive reviews.

Olivia explained: “Meaningful engagement is essential. It’s not enough to simply produce content; advisors must ensure that their content is integrated into a broader marketing strategy that includes consistent communication with clients and prospects.”

In summary, digital marketing has evolved significantly, moving away from a focus on quantity to a more refined approach that prioritizes high-quality, targeted content. The importance of understanding the audience, building credibility, and engaging meaningfully cannot be overstated. As the digital landscape continues to change, financial advisors and marketers must adapt their strategies to ensure they are not just seen but are also trusted and valued by their target audiences.

About Olivia Luper

Olivia Luper founded Lexicon Advisor Marketing in 2018 with the desire to assist financial advisors grow their businesses by disseminating well-written, compelling content backed by the systems needed to generate new business online.

She graduated from Florida Atlantic University in 2016 with her Master of Arts in English where she concentrated on American Modern and Postmodern Literature.

Olivia lives in South Florida with her three exceptional children–Nola, Shiloh, and Roman. Olivia enjoys IFBB Professional bodybuilding, growing as an entrepreneur, and spending time at the beach with her family.  She is also a huge foodie and loves trying out new local restaurants!

Learn more: http://lexiconadvisormarketing.com/