Should Financial Advisors Follow Industry Trends in Content Creation?

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Key Takeaways

• Industry trends like Life Insurance Awareness Month can boost visibility, but they often lead to repetitive, “me too” content.

• Following trends works best when you add a personal angle—stories, local relevance, or unique insights that set you apart.

• Use a balanced content mix: blend timely posts with evergreen resources for long-term value.

• Don’t jump on every trend—choose the ones that matter to your ideal clients.

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Every September, your inbox and LinkedIn feed fill up with one thing: Life Insurance Awareness Month. The same happens during tax season, Financial Literacy Month, or when the markets swing. Suddenly, every financial advisor and their marketing team is talking about the same topics.

So here’s the real question: Should you join in - or does your message get lost in the noise?

The answer is… it depends. Let’s look at the pros and cons of creating content around industry trends.

The Pros of Following Industry Trends

Built-In Awareness

When a month or topic is being widely promoted (like Life Insurance Awareness Month), you’re riding a wave that already exists. People are primed to notice it, which means your content has a greater chance of being recognized.

Easy Relevance

Industry awareness campaigns give you an “in” to start important conversations. For example, posting a short video about how to decide how much life insurance you really need can feel timely and useful.

Search Visibility

Trending topics often see a spike in Google searches. If you publish a blog or FAQ at the right time, you can capture traffic from people actively searching for answers.

Demonstrates Authority

Staying current shows you’re plugged into the financial industry and understand what matters to clients right now. It builds trust when you can connect trends to your client’s personal financial plan.

The Cons of Following Industry Trends

Everyone’s Talking About It

If every advisor is writing the same “Why Life Insurance Matters” blog, yours may blend into the background. Without a fresh angle, you risk producing content that feels generic.

Short Shelf Life

Trend-based content can lose relevance quickly. A September life insurance post may not get much traction in October. Without evergreen elements, your effort may not pay off long-term.

Easy to Sound Salesy

Industry months often come across as thinly veiled sales pushes. If your content doesn’t add real insight or a unique story, prospects may tune out.

Missed Opportunity for Originality

If all your content focuses on trends, you might neglect the unique, personal, or niche topics that actually set you apart from other advisors.

The Balanced Approach

Instead of asking “Should I follow trends?” the better question is: How can I use trends without losing my voice? Here are a few strategies:

• Add a Personal Angle: Instead of a generic “Life Insurance Awareness Month” post, share a story about a client who was glad they had coverage or one who wished they had more.

• Mix Evergreen with Timely: Pair trend-based content with long-lasting resources (example: a life insurance checklist that lives on your website year-round).

• Pick Your Spots: You don’t have to jump on every industry campaign. Choose the ones that actually resonate with your ideal clients.

Yes, trend-based content can give you a boost, but it shouldn’t be the foundation of your strategy. Use awareness months and hot topics as conversation starters, then layer in your expertise, stories, and insight to make the content memorable.

That’s how you stand out in a sea of sameness - by turning industry noise into something personal and meaningful for your clients.