Social media has become a non-negotiable part of business visibility. But if you’re an employee benefits advisor, chances are you’ve struggled with one of the following:
- “I don’t know what to post.”
- “I post, but I get zero engagement.”
- “I’m too busy to post consistently.”
You’re not alone. Many advisors find themselves stuck when it comes to content creation. But there’s good news: you don’t need to be a full-time marketer or influencer to succeed on social media. You just need a simple content formula that works—and that’s exactly what we’re giving you here.
Why Social Media Matters for Advisors
Before we dive into the content formula, let’s set the stage.
Social media isn’t just for visibility—it’s for building credibility, nurturing relationships, and staying top-of-mind with your ideal audience. Clients and prospects are online every day, researching solutions, reading reviews, and forming impressions about who they want to work with.
If you’re not showing up consistently with value-driven content, you’re missing out on opportunities to connect, convert, and retain business. But showing up isn’t enough. You need to show up strategically—with intention, clarity, and a plan that makes your presence work for you.
The Formula: 4 Types of Content Advisors Should Post
This content formula is designed specifically for employee benefits advisors. It helps you stay consistent, build trust, and create real engagement—all without spending hours online.
- Educational Value Posts
What it is: Content that teaches your audience something useful—without pitching your services.
Examples:
- “3 Mistakes Employers Make When Choosing a Health Plan”
- “What Is Self-Funding? A Quick Guide for HR Leaders”
- “How to Lower Employee Healthcare Costs Without Cutting Benefits”
Why it works: These posts position you as a helpful expert. They keep your audience informed and show that you understand their pain points. They also encourage sharing, which boosts your visibility to new audiences.
- Client Stories & Testimonials
What it is: Social proof that highlights real results from real clients.
Examples:
- A short quote from a happy client (with permission)
- A success story of how you helped an employer reduce spend or improve benefits
- A video testimonial from an HR leader who sings your praises
Why it works: Stories are relatable and compelling. They humanize your brand and build trust by showing that others have had a great experience working with you.
- Behind-the-Scenes & Personal Insights
What it is: Content that shows the human side of your business and your expertise.
Examples:
- A photo of your team attending a conference
- Your thoughts on a recent industry trend or policy change
- A snapshot of how you help your clients beyond the numbers
Why it works: People connect with people. Showing your personality and giving your audience a glimpse into your day-to-day builds authenticity, credibility, and deeper connections.
- Industry Insights & Commentary
What it is: Your take on what’s happening in the world of benefits, healthcare, compliance, or HR.
Examples:
- “What the new CAA rules mean for employers”
- “Why traditional PPO plans are failing employees”
- “How AI is transforming the HR experience and employee engagement”
Why it works: It shows you’re not just keeping up—you’re leading the conversation. You become a trusted voice in a noisy space, helping your audience cut through the clutter.
What to Avoid Posting
Just as important as knowing what to post is knowing what to avoid. Here are a few content pitfalls that can hurt your credibility:
❌ Sales-Only Posts
If every post is a pitch, your audience will tune you out. Social media is about connection, not constant selling. Aim to give 80% value, 20% promotion.
❌ Generic Motivational Quotes
Unless it’s tied to your brand or message, skip it. Your audience wants insight, not fluff.
❌ Industry Jargon
Keep it simple and clear. If your audience can’t understand it quickly, they won’t engage.
❌ Inconsistent Branding
Random colors, fonts, and tones create confusion. Use a consistent visual and messaging style to build recognition and trust.
❌ Copying Other Advisors
Originality matters. Audiences can spot a recycled post from a mile away. Use your voice, your experiences, and your expertise.
Pro Tip: Use a Simple Content Plan
You don’t need to post every day. Start with 2–3 posts per week and build from there. Here’s a sample weekly plan:
- Monday: Educational Tip
- Wednesday: Client Story or Behind-the-Scenes Insight
- Friday: Industry Take or Quick FAQ
Repurpose existing content like blog posts, email newsletters, and webinar highlights. Don’t reinvent the wheel—just spin it differently.
And if you’re using YourFunnelSuite, your social media can be scheduled and automated, helping you stay consistent even during your busiest seasons.
How YourFunnelSuite Makes It Easier
We know creating content can be time-consuming and overwhelming—that’s why we built a system tailored specifically for employee benefits advisors.
YourFunnelSuite combines:
- A CRM designed for benefits brokers
- A 24/7 AI Assistant to support your clients
- Marketing automation and strategic content support
But more importantly, we help you put a system in place that saves you time and helps you scale your impact—without changing how you work.
You stay focused on advising. We help you stay top-of-mind and grow your visibility with the right content, at the right time, to the right people.
Final Thoughts
You don’t need to be a social media guru. You just need to show up, consistently and intentionally, with content that your audience finds valuable.
This content formula—educational value, client stories, personal insights, and industry commentary—gives you a framework to build trust, spark engagement, and grow your business over time.
When you’re strategic, authentic, and consistent, your social media presence becomes a magnet for the right kind of clients—and a key part of your growth.
Need help putting this into action? Let’s talk. We’ll walk you through how YourFunnelSuite helps benefits advisors grow through smarter, simpler marketing