For Financial Pros Tired of Posting Into the Void
Let’s not overcomplicate it – if your content strategy revolves around tax season, end-of-year checklists, and open enrollment reminders, you’re not doing anything wrong.
But if you feel like your marketing isn’t sticking, or your posts are met with silence, here’s why:
You’re talking to your clients on your schedule, not theirs.
Waiting for the big moments leaves them stuck in the little ones.
Most of those “little” moments? That’s where trust gets built, or lost.
The Problem with Event-Based Planning
Here’s how most financial advisors and tax pros structure their content calendar:
- January: “Start the year off strong!”
- April: Tax filing tips
- June: Mid-year review
- October: Medicare, open enrollment
- December: RMDs, deductions, end-of-year plays
Makes sense from your point of view. These are the same checkpoints the industry emphasizes.
But let’s flip it:
Your clients aren’t thinking in milestones. They’re thinking in moments. Unscheduled ones.
Things like:
- “We’re overspending again—do we need a new budget?”
- “Can I really afford to take this vacation?”
- “Should we be saving for college or retirement?”
- “What do I even do with this old 401(k)?”
They’re not waiting for your quarterly newsletter. They’re trying to make a financial decision in the car after daycare drop-off.
And if your brand is only showing up during “big” events, you’re missing most of the conversation.
Enter: Moment-Based Influence
This isn’t about flooding the feed or reacting to every headline.
It’s about consistently showing up in the real-life thought process your clients are having around money.
Relevance matters—especially when it isn’t tied to a tax deadline or enrollment period.
If you’ve ever asked:
- “What should I post if it’s not tax season?”
- “How do I stay visible without being salesy?”
- “Why aren’t people engaging with my planning content?”
This is your answer. Moment-based influence means entering the conversation before they think to come looking for you.
So What Does This Look Like?
Here’s a before/after:
Event-based content:
“Year-End Tax Moves You Should Be Making Now”
Moment-based content:
“If a last-minute purchase or donation felt like a panic move—here’s how to know if it actually helped your taxes”
Another one:
Event-based:
“Why Now Is the Time to Review Your Financial Plan”
Moment-based:
“Feeling out of sync with your finances lately? Here’s a quick gut-check to see if it’s time to reset”
Same core message. But one meets them in real life. The other feels like a quarterly reminder they’ll forget by lunchtime.
Why This Works Better Than “Marketing”
You don’t need more clever hooks. You don’t need another stock photo of a calculator.
What you need is a content presence that feels like this:
- “Every time they post, it makes me think.”
- “That email hit right where I’m at.”
- “They get it, and they’re not trying too hard.”
When that’s how people feel about your brand, you don’t need to convince them later.
They’ve already decided they trust you.
TLDR;
People aren’t thinking about retirement, taxes, or contribution limits all day.
They’re thinking:
- “I feel behind.”
- “I don’t know what I’m doing.”
- “I should’ve figured this out by now.”
That’s where you show up.
It’s the moment your voice sticks.
And it’s how you stop getting ignored—and start being remembered.
So if you’re done waiting for the next “season” to post something, stop playing the event game.
Start building moment-based influence. It’s what actually works.
Ever feel like clients don’t want to talk about finances until it’s too late?
Next up: Why tax-free weekend might be the perfect excuse to start that conversation early (and how to do it without sounding like a promo).
