A LinkedIn Content Approach for Advisers Who Can't Give Personal Advice Publicly
Ask a financial adviser why they don't post more on LinkedIn and the answer is almost always some version of "I don't want to say the wrong thing." 💖 That fear is reasonable — general advice and personal advice sit in genuinely different regulatory categories, and getting that line wrong has real consequences. But the fear also causes a lot of advisers to post nothing at all, or to post such watered-down, generic content that it does no marketing work whatsoever. There's a wide, useful middle ground between "here's exactly what you should do with your money" and total silence.
What most firms get wrong
Two failure modes show up constantly:
- Posting nothing, out of caution. The adviser's LinkedIn goes quiet for months, so when a prospect does look them up, there's no evidence of expertise or personality — just a static profile.
- Posting content that skirts too close to personal advice. "If you're in your 50s, here's exactly what you should do with your super" reads like specific advice dressed up as a general post, even when unintentional. This is the riskier failure and the one to actively guard against.
The content that actually works sits confidently in general information and process — explaining how a type of decision gets made, what questions matter, what the trade-offs generally are — without telling any specific reader what to do with their specific money.
The 4-format content system (copy this rotation)
Rotate through these four post types. None of them require giving anyone specific advice, and all of them do genuine trust-building work.
- The "here's a question I get a lot" post. Template: "One of the most common questions I get asked is [general question]. There's no single right answer — it depends on things like [factor], [factor] and [factor]. Here's generally how I think about it: [general framework, 3–4 sentences]. If this is something you're weighing up, it's worth having a proper conversation with a licensed adviser who can look at your specific situation."
- The "myth I keep hearing" post. Template: "Myth: [common misconception]. Reality: [general correction, framed factually]. This isn't personal advice for anyone reading this — it's just a common misunderstanding worth clearing up."
- The "how we actually work" post. Template: "Curious what actually happens in a first meeting with us? Here's the general process: [step], [step], [step]. No pressure, no obligation — just a chance to see if it's a fit." (This one builds trust through transparency, not advice content.)
- The "personal, not professional" post. Template: A short, genuine story about something in your own life or career — why you got into advice, a lesson from a past client interaction (anonymised, generalised, no identifying details), or a values statement. This one carries no compliance risk at all and does more relationship-building than people expect.
Post one of these roughly per week, rotating through the four formats so your feed doesn't feel repetitive.
How to actually do this
- Set up a simple compliance checkpoint before you start. Agree internally (or with your licensee/AFSL, if applicable) on what "general advice" content looks like for your practice, and get comfortable with where the line sits before you're publishing weekly.
- Batch-write a month of posts in one sitting. Rotating through the four formats above, draft 4 posts at once rather than trying to write fresh each week — consistency matters more than any single post's polish.
- Always include a general-advice disclaimer or closing line on posts that touch financial topics — something like "this is general information, not personal advice — everyone's situation is different."
- Engage in the comments, generally. If someone asks a specific question about their own situation in the comments, that's the moment to move the conversation to a private message or a booked call — not to answer publicly.
- Track what resonates, loosely. Note which format and topics get genuine engagement (comments, shares, DMs) versus just passive likes, and lean into what's actually working after a few months of data.
- Review your practice's approach periodically against current ASIC guidance on the general advice/personal advice distinction, since compliance expectations and best practice guidance can be updated over time.
Mistakes to avoid
- Framing general content with language that implies a specific recommendation ("you should do X") rather than general education ("here's generally how this works").
- Going quiet for months at a time — LinkedIn's algorithm and audience memory both reward consistency over sporadic bursts.
- Skipping the general-advice disclaimer to keep posts looking cleaner — it's a small addition that matters.
- Answering a commenter's specific personal question publicly instead of moving it to a private conversation.
- Chasing engagement metrics as a proxy for business results without checking whether posts are actually producing enquiries.
Frequently asked questions
Can I share client success stories on LinkedIn?
Only in a heavily anonymised, generalised way that couldn't identify the client and doesn't imply a guaranteed or typical outcome for anyone else — and it's worth checking your own compliance obligations and any client confidentiality agreements before doing so, since the rules and expectations here can vary.
Is it worth posting if I only have a small LinkedIn following?
Yes, though it's worth setting realistic expectations — a small following will produce a small initial reach, and growth is usually gradual. The compounding value comes from prospects who look up your profile before a first meeting and find substance there, which matters even at low follower counts.
How often should I actually post?
Weekly is a reasonable, sustainable starting cadence for most advisers balancing this alongside client work. More frequent posting can help, but consistency over months matters far more than short bursts of high-frequency posting followed by silence.
What's the actual risk if a post accidentally reads as personal advice?
This is a genuine compliance risk, not just a stylistic concern, and the consequences depend on your licensing arrangement and the specifics of the post. It's worth having your compliance process or AFSL review borderline content before publishing rather than assuming a post is safe because it "felt general" when you wrote it.
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