Creatively Challenged? How Financial Professionals Can Find Fresh Story Angles for Their Articles

1. Let Your Clients Be Your Best Resource

In my experience, the most valuable content usually starts with the most common questions you get from clients. Think about the issues that regularly come up in your meetings, Zoom calls and emails every week.

For example, many clients worry about leaving money to adult children or grandchildren. When it comes to wealth transfer, family conflict is common -- and for some individuals simply unavoidable. Why don’t you come up with the following title: “5 Crucial Steps to Pass Down Wealth Without Creating Family Conflict”. Sounds pretty relevant, doesn’t it?

Now let’s turn our attention to another big issue rubbing clients the wrong way. I am referring to divorce, especially later in life. Divorce proceedings can be brutal – both for spouses and children – and may complicate estate and financial plans. You may develop a piece called “What to Know About Estate Planning After a Gray Divorce?” which may resonate with a growing demographic.

You can also write about the challenges confronting blended families that require a sensitive approach. How about putting out the following article: “Planning Your Estate When You Have Children From a Previous Marriage”? It could be very beneficial for some individuals seeking professional guidance.

Another important thing to mention is this: if your clients are dealing with it, others are likely looking for advice online.

2. Engage Specific Audiences

It goes without saying that not all clients are in the same stage of life. Writing content that speaks directly to different client groups and age demographics can spark new ideas and help you reach a wider audience.

When it comes to retirees and seniors, you may focus on asset protection, downsizing, legacy planning, or managing required minimum distributions (RMDs) – all great topics that could serve as starting points and be expanded on in the future.

As for pre-retirees, you may put together planning checklists, provide specific insights on last-minute retirement strategies or share some estate basics for those who “haven’t gotten around to it yet.”

Furthermore, there are younger adults -- Millennials and Gen Z-- who come with their own bag of issues, challenges and even a great deal of drama, at times. You can write an article for Millennials who are sandwiched between their older parents and young children, all of whom need an equal amount of attention, support and care. You can introduce foundational ideas, like why even people in their 30s and 40s should have a will, or how to talk to parents about financial planning, and why it’s not too soon to start NOW.

By the way, switching audiences can give you an instant creative refresh.

3. All You Have To Do is Ask

Here is another simple idea. Want to know exactly what your audience wants to learn and read about? Just ask them. Simple as that!

Send out a short survey to your clients or newsletter subscribers with the following questions:

• What financial topics are you most curious or concerned about?
• What’s something you’ve always wanted explained in plain English?
• What decisions, setbacks or fears are keeping you up at night?

Of course, you can come up with your own questions, based on your interactions with clients and prospects. Dig deeper to uncover valuable tidbits of information that will help you take your thought leadership campaign to a whole new level. You may inadvertently unearth some gems that will surprise you and give you enough fodder to keep your campaign going for a long time. Plus, it’s a great way to engage your audience and show them you are listening.

4. See What’s Trending

When it comes to brainstorming, how can you not be grateful for the internet? Spending just 30 minutes or so browsing online can open up a world of ideas for your marketing campaign. You can search Reddit forums focusing on personal finance or financial independence. Another obvious route: use Google Trends to see what financial topics are being searched. You should also check out LinkedIn posts from other trust and estate planning professionals or thought leaders in your niche. You can take some of their articles and put your own spin on them, include additional details or provide an opposing point of view. Visit some well-established and well-revered financial trade publications and read recent headlines about taxes, compliance, celebrity estate issues, economic shifts or statistical data. Always try to offer your own take on things.

When you combine what’s trending with your expert perspective, you get timely content that builds trust and boosts your presence.

5. Walk Away from Your Laptop

Seriously. When you’re stuck, stop staring at the screen.

Creativity often strikes when you're not trying so hard. I suggest you get out of the house and take a quick walk. Do you have a nice park nearby where you could stretch your legs and clear your head? Go grab coffee. Drop by a local library or step into a small store to see what’s new on display. Something about moving your body often helps unlock fresh thinking. You might come back with at least three new article ideas before you even get back to your desk.

Final Thoughts

Let me assure you that you don’t have to be a professional writer to create a compelling content. You just need to speak to the real concerns your clients face—and do it in a way that’s helpful and authentic. Your voice is part of what sets your practice apart. Use it well.

FREQUENTLY ASKED QUESTIONS

1. What’s the best source for new content ideas?

Your own clients! Their everyday questions and concerns are often the most relevant and important topics to write about.

2. How can I avoid repeating myself in articles?

Try switching your target audience—what resonates with retirees may differ from what Millennials or Gen Z clients need. A fresh angle often starts with a different perspective.

3. What should I do if I feel totally stuck and uninspired?

Step away from your screen. Take a walk, grab coffee or browse headlines. Creative ideas often happen when you're not forcing them.