Make Your Content Better: 10 Tips For Content That Builds Trust

Most financial content is either too dense to understand or too generic to be useful. That’s why so many advisors struggle with engagement—people either tune it out or scroll right past it.

But good financial content isn’t about dumbing things down. It’s about making it clear, relevant, and actually worth reading.

Here are a few small tweaks you can make that will separate your content from the crowd and build trust with your clients and prospects.

1. Know Exactly Who You’re Talking To

Your content only works if it speaks directly to the right people. If you’re trying to reach everyone, you’re reaching no one.

🔴 The Problem:

• Writing broad, one-size-fits-all content that doesn’t feel personal.

• Using the same tone for retirees as you do for young professionals.

• Guessing at what your audience cares about instead of knowing for sure.

✅ The Fix:

• Get specific. Are you speaking to first-time investors, small business owners, or high-net-worth retirees? Your tone, topics, and examples should match.

• Use real-life scenarios. A post about tax planning for retirees should feel different from one about tax breaks for freelancers.

• Ask your audience directly. Poll your email list or check what questions your clients ask most—then turn those into content.

2. Ditch the Jargon, Keep the Depth

Most people don’t need (or want) a deep dive into financial technicalities. What they do want is clear, useful information that actually applies to them.

🔴 The Problem:

• Overloading content with technical terms.

• Explaining things in a way that feels more like a textbook than a conversation.

• Assuming complexity makes you sound more credible. 👈👈👈

✅ The Fix:

• Use simple, direct language. If a term needs explaining, find a better way to say it.

• Write how you talk. Would you say, “Utilize a tax-advantaged investment vehicle” in a client meeting? Or would you say, “Use an account that helps lower your taxes”?

• Make sure every sentence is skimmable. The easier it is to read, the more likely people will read it.

3. Blend Expertise with Empathy

Your audience needs to know you’re knowledgeable, but they also need to feel understood.

🔴 The Problem:

• Content that feels robotic instead of human.

• Only focusing on numbers and facts instead of how they impact people’s lives.

• Missing the emotional side of financial decisions.

✅ The Fix:

• Show that you get it. Acknowledge why financial topics can be stressful or confusing before offering solutions.

• Use client-like scenarios. Instead of just saying, “529 plans can help with college savings,” tell a short story about a family weighing their options.

• Keep the tone conversational. Even serious topics should feel approachable.

4. Be Accurate—But Also Approachable

Trust is everything in financial content, but that doesn’t mean drowning people in data.

🔴 The Problem:

• Content that feels like it’s written for industry insiders, not everyday people.

• Throwing out numbers without explaining what they mean in real life.

• Relying on charts and figures instead of clear takeaways.

✅ The Fix:

• Use data wisely. One strong, relevant stat is better than five that overwhelm.

• Explain why it matters. Instead of, “Inflation rose 3.4%,” say, “That’s why your grocery bill is higher than last year.”

• Focus on action, not just information. Tell people what they can do about the numbers you’re showing them.

5. Tell Stories, Not Just Facts

People don’t remember stats—they remember stories.

🔴 The Problem:

• Content that’s purely informational but lacks a human element.

• Missing opportunities to bring financial concepts to life with real examples.

• Making things feel too abstract instead of tangible.

✅ The Fix:

• Use client-like scenarios. Instead of random analogies, talk about a small business owner navigating tax season or a retiree figuring out RMDs.

• Make it personal. If you’ve faced a financial dilemma yourself, share it.

• Tie numbers to real life. Don’t force people to do mental math or conceptualize numbers. Talk about how this one change could buy you a new car or vacation.

6. Make It Visually Appealing

Financial information can be intimidating—visuals make it easier to absorb.

🔴 The Problem:

• Dense paragraphs that feel like a wall of text.

• Burying key points in long explanations.

• Expecting readers to process everything without visual aids.

✅ The Fix:

• Use short paragraphs and bullet points. Make content easy to skim.

• Break up text with visuals. Infographics, simple charts, and even bold subheadings can make a huge difference.

• Emphasize key takeaways. Use bold text or pull quotes so people can quickly grasp the main points.

7. Stay Current—Tie Content to Real-World Events

Your audience wants to know how financial news affects them, not just what’s happening.

🔴 The Problem:

• Writing generic financial advice that could have been posted five years ago.

• Ignoring major economic shifts or policy changes.

• Missing opportunities to connect with trending topics.

✅ The Fix:

• Use current events as a hook. Interest rate hikes? Layoff trends? Tax policy changes? Start there, then offer insights.

• Make it relevant to your audience. A general market update is boring, but a breakdown of how mortgage rates impact first-time homebuyers is useful.

• Post consistently so you stay relevant. If you only post when big news breaks, people won’t know to check for your insights regularly.

8. Get Interactive

People don’t just want to read financial content—they want to engage with it.

🔴 The Problem:

• Content that’s purely one-sided.

• No ways for readers to test their knowledge or apply what they’ve learned.

• No engagement prompts to spark conversation.

✅ The Fix:

• Add simple interactive elements. A basic quiz or checklist can go a long way.

• Ask questions. Encourage comments, replies, or poll participation.

• Give people something to do. Every post should have a next step—whether that’s reading more, signing up for a newsletter, or applying a tip.

9. Celebrate Small Wins

Financial progress takes time—your content should help people stay motivated.

🔴 The Problem:

• Focusing only on long-term goals that feel out of reach.

• Making finance seem intimidating instead of empowering.

• Forgetting to reinforce progress.

✅ The Fix:

• Acknowledge small wins. Celebrate things like paying off a credit card, setting up an emergency fund, or increasing retirement contributions.

• Give people quick wins. Share simple actions they can take today to feel more in control.

• Make financial growth feel achievable. People should leave your content feeling informed, not discouraged.

10. Stay Consistent

The best content doesn’t just educate—it builds trust over time.

🔴 The Problem:

• Posting sporadically instead of regularly.

• Mixing up content formats too much, so readers don’t know what to expect.

• Not giving people a reason to keep coming back.

✅ The Fix:

• Pick a schedule and stick to it. Even one high-quality post a week is better than five inconsistent ones.

• Create a repeatable format. If people know they’ll get a “Weekly Market Recap” or “Money Tip Monday,” they’ll look forward to it.

• Build a habit. Consistency keeps you top-of-mind when clients need financial advice.

Content That Builds Trust Wins

If your content isn’t engaging, it’s not because finance is boring—it’s because it’s not being presented in the right way.

Fix that, and you’ll not only get more engagement—you’ll build real trust with your audience.

If you need a little help with your content creation, that’s exactly what we built Share Scoops for.

Want to see how it works? Book a demo, and let’s get your content working for you.