Here's a brilliant post about content marketing. While it's not written for financial advisors, the author nails it.
This Website Is For Financial Professionals Only
"The goal of content marketing and its sidekick social media marketing is to inform and entertain prospective customers in a way that inspires them to trust you for the right reasons; authentic, legitimate, deserving and well-earned trust," says Bernadette Coleman, who run a digitial marketing agency in Dallas, on SEOMoz
. "When the time comes for them to buy something, they buy from people they trust: you."