There's a reason advisors like so-called content marketing strategies: Blogging, newsletters and writing guest articles can be an inexpensive way to speak directly to prospective clients. But creating copy for your company can also be time consuming, and requires both communication skills and a deliberate strategy.

Whether writing for your own website, for quarterly newsletters or for occasional marketing pieces, the words you use can engage and attract your ideal clients - or repel them - and the topics you discuss can determine whether a prospect will consider doing business with your firm.

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