How Content Drives Growth, Trust, and Client Acquisition with Ben Carlson
Episode 149: This week, Kyle Van Pelt talks with Ben Carlson, Director of Institutional Asset Management at Ritholtz Wealth Management. Ben is the author of five books on investing, including his newest, Risk and Reward. He's the creator of the blog A Wealth of Common Sense and co-host of the Animal Spirits podcast.
Ben talks with Kyle about how content has become a powerful engine for growth, clarity, credibility, and connection. He discusses the value of consistency, how to structure content for different generations, and why showing up to solve client problems before they even arise builds an enduring business. Ben also talks about why in-person connection still matters in a digital-first world and how AI is changing the advisor-client dynamic.
In this episode:
(00:00) - Intro
(01:07) - Ben's money moment
(03:45) - How content became a growth engine for institutional business
(05:19) - Inside Ben’s content creation process
(07:13) - Why Ben started blogging
(09:13) - Why blogging became Ben’s medium of choice
(10:15) - Why podcasts create a stronger audience connection
(12:06) - How Ritholtz approaches content strategy
(17:03) - How Ben came up with the idea for his book
(24:10) - Future Proof: Building a conference that almost never happened
(27:08) - Why in-person experiences matter more than ever
(31:11) - Ben's outlook on the future of wealth management
(35:12) - Ben's Milemarker Minute
Key Takeaways
Create before you're ready and keep going longer than feels comfortable. Most content starts in silence. The early phase, where no one is watching, is actually an advantage. It lets you refine your voice without pressure. Consistency compounds, even when feedback doesn't.
Make complexity understandable, not simplified. Clients don't need jargon. They need clarity. The ability to explain complex ideas in plain language is a competitive advantage, especially in industries built on trust.
You can't predict what will resonate. So, publish anyway. The best strategy isn't perfection. It's volume, variety, and consistency.
Play the long game with audience building. People don't convert overnight. They show up after years of listening, reading, and observing, often triggered by a life event. Content builds familiarity long before action.
Quotes
"Whatever format you use for content, make sure it's something that you enjoy first and do it for yourself first and foremost before thinking about trying to build an audience or build a brand." ~ Ben Carlson
"You never really know what piece of content is going to resonate with someone. You never really know what will work and what will not. And that's why I think casting such a wide net is helpful." ~ Ben Carlson
"No piece of technology is ever going to help people get more comfortable with the 'Am I going to be okay' question. That's what everyone wants to know when they get advice." ~ Ben Carlson
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