Financial advisors often hear they should “post more on social,” but the real question is: Post what?
The best advisor content isn’t about triggering social media algorithms. It’s about relevance and resonance. One of the most effective ways to achieve that is by sharing real, human-centered stories drawn from your work with clients.
Xiao Lin, CFP®, a Horsesmouth Master Member, recently demonstrated this approach. Her LinkedIn post centered on helping a recently widowed client navigate financial next steps and demonstrates how thoughtful storytelling can educate, comfort, and build trust, all without sounding promotional.
Take a look
Here’s Xiao’s post:
I had a phone call yesterday with a client of mine who recently lost her husband.
She was calm, clear, and ready to start sorting through the financial side of things—something she had mentally prepared for over the past few months.
Even with that preparation, there’s still a lot to review.
Over the years, I’ve noticed that this kind of transition brings with it a unique set of financial steps—some time-sensitive, some easy to overlook.
So, I wanted to share a few key areas that often come up:
Tax filing status changes
The year of a partner’s passing is the final opportunity to file jointly. That can offer significant tax advantages, especially when planning for the next year, which typically requires filing as a single taxpayer.
That makes this period an important time to consider things like Roth conversions, capital gains realization, or adjusting withholding.
Reviewing account ownership and beneficiaries
Retirement accounts, life insurance, bank accounts, and real estate titles often need to be updated.
But with certain accounts—especially retirement accounts—it’s important not to rush. Transferring ownership right away isn’t always the best move, and there can be long-term consequences depending on how it’s handled.
Claiming survivor benefits
Benefits from Social Security, pensions, or life insurance are often available, but each comes with its own rules and timelines.
Updating financial and legal documents
It’s wise to revisit the estate plan, powers of attorney, health care directives, and other documents—especially if prior arrangements were made jointly.
Cash flow reassessment
This is also a good time to review current income sources, expected expenses, and ensure that short- and long-term needs are covered. It’s moments like these that remind me financial planning isn’t just about investing or saving.
It’s about clarity—especially during life transitions that require care and thoughtful decisions.
If this helps someone feel even a little more prepared, then it’s worth sharing.
A post that resonates
In a short, sincere message, Xiao shared a conversation with a client who had just lost her spouse. The tone was calm and clear. The focus: the practical steps that need attention during a time of grief.
She broke down the topic into five essential areas:
- Tax filing status changes
(The last year to file jointly—and why that matters.)
- Account ownership and beneficiary reviews
(What to change and what to delay.)
- Survivor benefit claims
(From Social Security, pensions, and life insurance.)
- Legal and financial document updates
(Including POAs, health care directives, and estate plans.)
- Cash flow reassessment
(To ensure short- and long-term needs are met.)
It wasn’t a sales pitch. It wasn’t a list of services. It was a moment of clarity offered during a client’s time of transition, and an invitation for others to be more prepared.
Why it works
Xiao’s post hits the mark for a few key reasons:
The result? Readers feel like they’ve learned something and seen the kind of advisor Xiao is—someone calm, thoughtful, and clear when it matters most.
A growing trend
Xiao’s post reflects a shift we’re seeing more often: advisors using brief, narrative content to illustrate how they support clients through real-life decisions.
One advisor recently shared a story about helping a couple decide whether to retire early or delay for better health care coverage. Another recounted a conversation with a young tech employee debating whether to exercise stock options before a company sale.
These posts aren’t optimized for clicks—they’re optimized for connection.
Try it yourself
If you’re thinking about how to bring more storytelling into your own social posts, start here:
- Recall a recent client moment that was emotionally or financially significant.
- Boil it down to the core question or decision the client faced.
- Offer one or two insights, then reflect briefly on what it taught you.
It doesn’t have to be long, but it must be real. That’s the power of story-driven content—and the kind of post more advisors should consider sharing.