30th July 2025
Turn AI Into a Content Ally: Creating Articles, Newsletters and Pages That Get Read
Prompt templates and practical tips to help you turn AI into communication that informs, reassures and engages
In this fourth article in our AI for Advisers series, we explore how you can use AI tools like ChatGPT to create content that goes beyond just meeting compliance requirements, by helping clients and prospects understand key topics, take action, and feel more confident in their decisions.
Whether you’re sending a regular client newsletter or building out your website to attract new enquiries, AI can help you produce valuable, Plain-English content more efficiently - and with a lot less blank-page anxiety.
Used well, it doesn’t replace your thinking. It just helps structure it faster and makes it easier to keep content consistent and timely.
Content for Clients vs Prospects: What’s the Difference?
Your content goals vary depending on who it’s for:
- Clients - Newsletters, emails - Keep them informed, prompt action, reinforce trust
- Prospects - Website (blogs, FAQs, pages)- Answer questions, demonstrate expertise, encourage contact
Both groups want clarity, reassurance and relevance. But the way you frame content may differ depending on how well they know you.
What to Share with Clients: Newsletter Content
Clients already trust you, but need reminders, education and ongoing support. AI can assist you create content that:
- Reinforces good habits (“5 things to review at year-end”)
- Explains market shifts or regulatory changes
- Answers questions you’re regularly asked in meetings
Recurring formats where AI can help:
- Monthly or quarterly updates
- Tax-year-end tips and reminders
- Protection myths explained
- Real-world scenarios (fictionalised but relatable)
Example prompt: “Write a 300-word newsletter in a warm, client-friendly tone explaining why pension contributions and ISAs should be reviewed before the tax year ends. Include a clear call to action.”
What to Share with Prospects: Website Content
Prospective clients come to your website looking for answers, reassurance and credibility. Good content here builds trust and encourages contact. AI-assisted content for prospects could include:
- Blog articles: “What to consider before taking income from your pension”
- FAQs: “What does a financial planner do?”
- Explainers: “How we help business owners plan for exit”
- Event follow-ups: “Key takeaways from our latest investment roundtable”
Example prompt: “Create an FAQ page in plain English for prospective clients who are new to financial advice. Answer: What does a UK financial adviser do? How much does it cost? What should I expect in a first meeting?”
Another example: “Write a 400-word blog post for potential clients approaching retirement in the UK, explaining the key differences between drawdown and annuity income.”
Seasonal Planning: Build a Simple Content Calendar
A structured calendar ensures you’re creating timely, useful content all year round. Here’s a simple framework:
- Jan- Financial goal setting- “How to create a savings plan that sticks”
- Mar - ISA/pension deadline tips - “End-of-year tax checklist”
- Jun- Investment update - “What to do when markets wobble”
- Oct- Budget reaction - “Autumn Statement – what’s changing?”
Prompt idea: “Suggest a 12-month content calendar split by client newsletters and website blogs.”
Add Your Perspective to Make It Personal
The real power comes when you combine AI-generated structure with your own insight:
- Refer to themes from client reviews and FAQs
- React to market commentary from recent CPD or provider events
- Share anonymised case studies or stories to bring advice to life
Prompt idea: “Add a paragraph at the end with a human perspective: what would a financial adviser say to a client on this topic?”
Making Sure Clients Actually Read It
Creating the content is just one part of the process. To ensure it gets read, and acted on, you need to optimise how it’s written, presented and delivered.
1. Make it scannable
Break content into short paragraphs, use subheadings, and bold key messages. Bullet points are your friend, especially on mobile.
Prompt help: “Rewrite this blog for mobile readability using headings, bullets and short paragraphs.”
2. Write like you talk
Your tone should be warm, human and confident, not full of jargon or disclaimers. Use natural language that mirrors how you speak in meetings.
Prompt help: “Rewrite this in the tone of a friendly, knowledgeable financial adviser explaining it to a client.”
3. Keep it short
Aim for 300–500 words. If there’s more to say, turn it into a series or add a downloadable guide.
4. Always include a call to action
Tell readers what to do next - book a review, download a guide, ask a question. Make it relevant, timely and clear.
Prompt help: “Add a compliant, client-relevant call to action that encourages contact or review.”
5. Deliver it well
Maximise exposure by:
- Using strong subject lines in newsletters
- Reposting blogs on LinkedIn or in follow-up emails
- Linking from your email footer
- Mentioning articles in review meetings
In Summary
Clients and prospects don’t want a lecture. They want quick, useful insight that helps them understand their options and feel confident in their decisions.
If your content is timely, digestible, and delivered in a way that feels relevant to their lives, it will be read. And when done consistently, it builds familiarity, trust and engagement over time.
But remember: this is AI-assisted, not AI-generated.
The best content comes from blending your insight, experience and judgement with AI’s speed and structure. Think of it as a smart drafting tool, not a replacement for your voice, your compliance processes, or your professional judgement.
Used well, it doesn’t just save time. It helps you show up more often, with more clarity and that’s what clients value most.
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