Every day, your potential clients drown in content. So the question is no longer whether you’re creating content anymore – it’s whether your content is worth anyone’s time.
Good content doesn’t simply exist. Good content works. Good content answers questions, solves problems and moves people closer to a decision. Bad content does the opposite. Bad content wastes time, creates confusion and makes people click away.
The gap between the two isn’t about budget or fancy design. It’s about understanding what actually matters.
Bad content uses industry language that makes sense to you but confuses the people you’re trying to reach. You don’t have to dumb down your expertise. You need to translate it into words that matter to your clients. Specific, relevant insights make people pay attention.
When a first home buyer is worried about getting a mortgage, they’re not thinking about ‘loan-to-value ratios’. They’re thinking, “Can I actually afford this?”
A mortgage broker who writes about “optimising your borrowing capacity through strategic debt consolidation” might be technically correct, but at the cost of losing their audience. By contrast, a broker who explains “how paying off your car loan early could help you buy a bigger home” is speaking directly to what their clients care about.
Your clients come to you with specific concerns. Bad content ignores these emotional drivers and sticks to dry facts. Good content acknowledges what’s actually keeping your clients up at night and provides clear answers.
When you’re developing your content strategy, start by listing the ten most common questions clients ask in your first meetings. Those questions are gold. They’re exactly what your content should address, because if one client is asking, many others are searching online for the same answer. Your content writing should feel like you’re sitting across the desk from someone, addressing their actual concerns.
Anyone can provide general advice – like diversifying your investments or having a savings buffer. But while true, these statements are not very insightful. Good content shows the specific expertise that only you can provide. When potential clients read content that demonstrates you understand the exact challenges they’re facing, they’re far more likely to reach out.
A commercial property adviser who shares a specific case where a seemingly perfect retail site failed because of subtle foot traffic patterns is providing genuine value. They’re not just saying “location matters” – they’re demonstrating how it matters.
Every piece of content you publish should have a specific job to do. Good content exists because you have something worth saying. When you’re clear about your content’s purpose, writing becomes easier and more effective. You know what to include and what to cut. Readers can tell when content has a clear point versus when it’s just meandering through loosely related ideas hoping to hit a word count.
An accountant writing about end-of-financial-year deductions, for example, shouldn’t just create a generic checklist that every other accountant is publishing. Instead, they might focus on the deductions that small business owners consistently miss because they don’t realise what qualifies.
Your clients are busy. When they take time to read your content, they’re trusting that it’ll be worth it. Bad content wastes that trust by padding articles with obvious statements or information they already know.
Using strong writing techniques means making your content easy to scan and digest. Break up long paragraphs. Use clear headings. Get to your main points early. If someone can read your content in five minutes and walk away with actionable insights, you’ve done your job. If they spend five minutes and learn nothing they didn’t already know, you’ve wasted their time and they won’t come back.
Property and finance are complex fields. Bad content pretends everything is simple and promises easy solutions. Good content acknowledges the complexity and provides clarity. When clients come to you after reading your content, they’re better informed and have more realistic expectations about their situation.
A conveyancer writing about contract clauses might explain the most common ones and what they mean, for example.
Good content also acknowledges when situations get complicated enough that you really need expert review. This honesty doesn’t weaken your position. It strengthens it.
Publishing one brilliant article won’t change your business. Consistency will. When potential clients see that you regularly share valuable insights, they start to trust your expertise. Consistency shows that you’re committed to sharing knowledge, not only marketing when you need new business.
At Hunter & Scribe, we help property and finance professionals develop content that genuinely reflects their expertise and speaks to their clients. We work with you to create copywriting that sounds like you and addresses what your clients actually care about.
Ready to build a content marketing strategy that attracts ideal customers? Contact Hunter & Scribe today.
See what happens after people read it. Do they spend time on your site? Do they read multiple articles? Do enquiries reference specific content pieces? If your content isn’t generating engagement, questions or conversations, it’s not working. Ask yourself honestly: would you read this if you weren’t the one who published it?
It depends on your writing skills and available time. You understand your expertise and clients better than anyone, but translating that into engaging content requires specific skills. Many professionals find the best approach is collaborating with content specialists who can capture their voice and expertise and handle the actual writing and structure.
Quality matters far more than frequency. One genuinely valuable article each month beats weekly posts of mediocre content. Choose a rhythm you can sustain without compromising quality. It’s better to publish less often and maintain standards than to burn out trying to keep up with an aggressive schedule.
Start with the questions your clients ask. What do they want to know before working with you? What misconceptions do you constantly correct? What aspects of your work do people find confusing? These real client concerns should drive your approach, not what you think sounds impressive or what your competitors are writing about.
Content marketing is a long game. You won’t publish three articles and suddenly have enquiries flooding in. Consistent, quality content compounds over time. As you build a library of valuable insights, you establish authority, improve your visibility in search results and create multiple entry points for potential clients to discover your expertise.
Trust doesn't happen by accident. When consumers evaluate the merits of finance and property professionals,…
Most copywriting in the property and financial sectors sounds the same.
Sales funnels fail when there's a gap between someone discovering your business and giving you…
Your website isn't a digital brochure that collects dust in cyberspace, rather it’s a potentially…
Creating blog posts that capture readers’ attention and keeps them engaged isn't about fancy words…
If there’s one part of a website that businesses get wrong, it’s the About Us…