A 36-minute watch.

Natalie Holt leads the content charge for Nucleus Illuminate – free-to-consume adviser content from platform Nucleus Financial. Here, she talks through with Lee Robertson her thoughts on what makes great content, why you need it for your business, and how to go about planning, creating and delivering a schedule that engages your audience.

‘Content is king’ is a term that has been freely banded around since Bill Gates first muttered the words, and Natalie admits a great content strategy is very “powerful for positioning and brand awareness”, and that “it can be a good opportunity to craft and hone your own message, and put it out there without any interference”.

On a note of caution, however, she adds “it might be king if you do it well, but the problem can be if the underlying product or service is a bit rubbish, it’s kind of, what the point?”

When it comes to developing a strategy, she advises on being authentic with your brand and who you are as an adviser, because that will likely ‘resonate well with clients’.

“People close to their audience do it well, because they’re not hung-up with promotion, they’re just talking to people they know.”

Also in the interview are tips for creating great content, the ideal word-count, and the type of content that does well on Nucleus Illuminate.

In case you miss it from last week, here’s Natalie’s quick-fire 3 Questions.