Answered on camera by Dan Milikow, CEO of iShoot.direct · 1:00 · transcript and sources below
An advisory firm can repurpose webinars, podcast episodes, and market updates for AEO provided they answer financial questions the people you want to reach are actually asking. Get them onto YouTube — behind a registration form they aren't in the pool the engines draw from — then write question timestamps into each description. Each chapter can be cited independently.
Put them on YouTube and add question-phrased timestamps — provided they answer financial questions the people you want to reach actually ask.
Your webinars, podcast episodes, and market update recordings can absolutely be repurposed — provided that they answer financial questions that the people you want to reach are actually asking. It has to be educational content, not promotional. Firm philosophy and performance decks are probably not worth your time here. Those get found when the question is about you — somebody typing your firm's name. But with AEO you want to be found when someone asks whether to take Social Security at age 62 or wait, or when a widow asks what happens to an IRA she just inherited. Those are the questions that bring people to an advisor.
Usually because they sit behind a registration form on your own site, outside the pool the engines draw from.
If your existing media is educational, here's what you can do with it. First, you've got to put it on YouTube. Because behind the registration form on your own site, it's not even in the pool that the engines are drawing from.
Question-phrased timestamps in the video description: they create chapters[1], and each chapter can be cited independently[2].
Then go through the transcript and find answers. Most of the answers won't be preceded by a question. That's fine — you write the questions yourself, and they go into the video description as timestamps. That's what creates the chapters[1]. Chapters get cited independently[2]. One webinar can be cited eight times for eight different questions.