Why Recycling Content Is The Secret Weapon for Financial Services Marketing
How many pieces of content would you have ready to go if your brand produced one blog, one newsletter, and three social posts every week for a year?
You might grab a calculator and land on 260 individual assets—52 blogs, 52 newsletters, and 156 social posts. Not bad, right? But here’s the thing: that number doesn’t tell the whole story.
Your content arsenal could be way bigger than that, and it doesn’t require churning out endless new posts.
The secret? Iteration.
Yes, recycling content (and even -brace yourself- reposting) is the smartest way to stretch your content budget and amplify your impact.
The Reality of Financial Writing’s Reach
Smaller brands or individual professionals typically see a 30% reach rate. That means only about one-third of your current audience (not counting future followers) sees any given post, newsletter, or blog.
Bigger brands with 500,000+ followers often fare worse, with just 10% of their audience digesting or engaging with a piece of content at any time.
What does this boil down to? On average, 60% to 90% of your community hasn’t seen that carefully crafted social post or newsletter you poured your heart into.
But that isn’t a flaw or drawback. It’s an opportunity.
The Power of Iterating Financial Services Content
By keeping your top-performing and evergreen content on deck, you create a near-unlimited bench of material to share across your platforms. That blog post breaking down market volatility from six months ago? Still relevant. The newsletter unpacking tax strategies? Timeless. Dust them off, tweak them to fit the moment, and redeploy.
Ultimately, it’s about being strategic. Repurposing content lets you maintain momentum without the daily grind of inventing something new. It’s like having a playlist of your FinServ firm’s greatest hits ready to spin whenever needed.
Save Time, Win Big
Here’s where it gets practical. Let’s say you repost one piece of content weekly. That simple move could shave 3 to 5 hours off your content management load each week—roughly a 15% reduction. Over a year, that’s at least 150 hours freed up for your team (or you) to focus on what really moves the needle: closing deals, running analytics, or streamlining processes.
In financial services, where trust and consistency are everything, this approach is a game-changer. You’re not just saving time—you’re ensuring your audience sees your best work, even if they missed it the first time around.
How to Make It Work
Ready to unlock this potential? Here’s how to start:
Audit your content: Pull your top performers (blogs, newsletters, or posts with high engagement) and flag evergreen pieces that hold up over time.
Refresh, don’t rewrite: Update stats, tweak headlines, or add a fresh intro to keep things current.
Schedule strategically: Mix reposts with new content to maintain variety. Try one repost a week to start.
Track results: Watch engagement to see which pieces resonate most. Use those insights to guide future iterations.
The Payoff
Iterating content unlocks a sustainable strategy to keep your brand visible and valuable. Those 260 assets you calculated? They’re just the beginning. By recycling your best work, you’re reaching the 60% to 90% of your audience who missed it while giving yourself the bandwidth to focus on growth.
So, why not try it? Dig into your archives, polish up your all-time bangers, and turn a year’s worth of content into a powerhouse that works harder for you.
