Swift Chat with Paul Gilbert and Shawna Ohm: How Independent Advisors Can Stand Out in the Age of AI Search

In this Swift Chat conversation, Marie Swift speaks with Paul Gilbert, Marketing Manager at Myriad Advisor Solutions, a long-established, full-service business advisory firm, and Shawna Ohm, Founder of Content 151, a customized content and marketing solution for independent financial advisors, to discuss year-end insights for independent advisors navigating market volatility, AI trends, and business growth.

The conversation explores practical steps such as crafting a one-page business plan, narrowing to ideal clients, and avoiding DIY pitfalls in branding, tech stacks, and compliance, while emphasizing the power of expert partners to scale efficiently.​​
 
Gilbert and Ohm also highlight that Myriad and Content 151 have partnered to launch a custom blog program tailored for independent financial advisors, delivering pieces of niche-focused, on-brand content from day one to fuel SEO, social media, and omnichannel marketing without the DIY overwhelm. This collaboration equips advisors transitioning to independence or scaling their practices with authentic pillar content that resonates with ideal clients, sidesteps AI pitfalls like copyright issues, and establishes a strong online presence ahead of generic canned material. Advisors can access the discounted starter package via www.Content151.com/Services/P/Starter-Blog or www.MyriadCBP.com, leveraging both firms' expertise in tech stacks, branding, and thought leadership to prioritize client advising over operational hassles.
 
Myriad and Content 151 have also teamed up for a fireside chat on Wednesday, January 14th at 4 pm CT, exploring how modern search tools evaluate advisor content and why authentic insights matter more than ever. “Content Marketing in the Age of AI-Powered Search” will reveal how AI shapes advisor visibility and what helps firms stand out. You’ll learn why authentic content builds trust and how advisors can strengthen their digital presence in 2026 and beyond. Learn more and register for the event at www.MyriadBlogStudio.com.
 
Learn more about Paul Gilbert and Myriad Advisor Solutions at www.MyriadAS.com.
 
Learn more about Shawna Ohm and Content 151 at www.Content151.com.

Listen to Audio / Podcast version

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Summary of the Conversation 

The conversation centers on how independent advisors can build scalable, marketing-driven businesses by first nailing basics like a simple written business plan, clear niche, and ideal client profile, then aligning brand, tech stack, and workflows to that strategy while resisting the urge to chase shiny tools or tactics. Both guests emphasize that advisors should not DIY everything and instead lean on specialist partners for branding, tech, and content, use AI and automation with clear guardrails, and prioritize owned, on-brand content, especially niche-focused pillar pieces that can be repurposed across channels, to create consistent, resonant messaging that drives real growth from day one of going independent.

Insights and Takeaways

Back-to-basics beats complexity

• Put core fundamentals in writing: 5‑year vision, ideal client, growth goals, and how you get clients today, so you can measure what works instead of chasing random tactics.
• Treat this one-page plan as the filter for every decision—tech, marketing, hiring—so you avoid “shiny object” distractions that don’t serve the strategy.

Niche, brand, and tech must align

• “Anyone needing financial advice” is no longer a viable target; you need a defined niche and brand that speaks directly to a specific type of client and problem.
• Build your tech stack around growth and your chosen niche, not just what’s familiar from a wirehouse or pushed by vendors.

Don’t DIY everything (practice what you preach)

• Advisors often make their biggest mistake trying to do it all themselves—office space, tech, brand, content—rather than tapping specialists, just like they warn clients against DIY investing.
• Bringing in experts (Myriad, Content 151, Impact Communications) prevents costly missteps around compliance, naming, logos, workflows, and lets advisors spend more time with clients.

AI and tools need guardrails

• AI can accelerate branding, content, and workflows, but you need basic strategy and processes in place first or you end up with overlapping tools and no real improvement.
• There are real risks—like unclear IP ownership on AI-generated logos or overreliance on one platform or algorithm—so advisors need guardrails and human oversight.

Content strategy: pillar, owned, consistent

• Owned content (website, blog, FAQs, videos) is the linchpin: it must clearly, in plain English, say who you serve, what you do, and why it matters—then everything else (SEO, social, PR, ads) should drive back to that.
• Pillar content (e.g., a deep-dive article or video on a niche topic) should be repurposed across channels—short posts, vertical video, email, social—while keeping message and tone consistent to avoid cognitive dissonance.

Stop chasing tactics; build a rhythm

• Chasing the latest tech, channel, or campaign is like clients chasing the S&P 500; instead, advisors need a steady content rhythm aligned to their goals, niche, and client journey.
• A blog or custom content program in place at launch (10+ tailored pieces) gives new firms a running start and, when combined with consistent omni-channel execution, clearly separates high-growth firms from stalled ones.

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