For a lesson in how to do content marketing in finance, look no further than Killik’s Education series.

In its own words, Killik…

focuses on providing relationship-based advisory, managed and wealth planning services to retail clients, with an emphasis on accessibility, trust and integrity

The operable word here is ‘retail’ and as a provider of financial services to wealthy (but probably not always financially wise) customers, you can easily understand the last bit about trust and integrity.

Education is clearly a central theme in Killik’s content-marketing approach, and in explaining complicated financial theory to the layperson, Killik is both attracting new business and providing a service to existing customers. (Educated clients are probably less likely to close their accounts when the markets fall, too.)

Killik Education neatly splits into videos and glossary. While the latter is a fairly vanilla trawl of the financial lingo from ‘Absolute Return Fund’ to ‘Zero’, the videos stand out. Presented by editor Tim Bennett (former Moneyweek videos creator and Moneyweek Deputy Editor), most of these are of the ‘xxxx explained’ form, are strangely addictive and cover a lot of ground in the average seven-minute length. Topics are usually something specific, like Why Do Dividends Matter?

Thoughtfully, the company has hived off some of its advice on the bigger issues, like how to approach ISAs for children or the interstices of bonds, into a set of beautiful brochures, which anyone can write off for and receive. Given these longer issues are more related to the work of an investment advisor – and the concerns of customers – it’s no surprise the company sees value in engaging this way.