You already know you should be creating content. You might even be creating it consistently. But there’s a question that comes up eventually for every advisor who’s been at it for a while: am I writing about the right things?
Not just “is this a good topic,” but “is this the topic that will actually get me found by someone who’s looking for an advisor like me?”
That question is harder to answer than it sounds. You could spend an afternoon searching Google and ChatGPT to see what comes up in your niche, scanning competitor websites, reading industry blogs to figure out what’s already been covered, and trying to piece together where the gaps are. Most advisors don’t do this because it takes hours and the results feel fuzzy. So they go back to writing about whatever feels right that week and hope it lands.
The Niche Authority Scanner does that research for you.
What the Niche Authority Scanner Does
This is the third Amplify for Advisors Skill, and it works differently from the first two. The Voice Training Skill asks you questions and builds a document. The Content Recycler takes something you’ve already written and transforms it. The Niche Authority Scanner goes out and does research on your behalf.
You tell it who you serve, what topics you want to be known for, whether you focus on a specific geographic area, and your website URL. Then it searches the web, scans what’s already out there in your niche, checks what you’ve already published so it doesn’t recommend topics you’ve already covered, and comes back with a prioritized content plan you can start executing this week.
The output includes three things most advisors never take the time to figure out on their own.
First, what your prospects are actually searching for. Not what you think they’re searching for, but the specific questions they’re typing into Google and ChatGPT. Those search queries become your article titles, your LinkedIn post angles, and your newsletter topics.
Second, where the real gaps are. The Skill identifies topics in your niche where the existing content is thin, generic, outdated, or nonexistent. Those are your biggest opportunities because there’s demand with little competition.
Third, what you’ve already covered and how to strengthen it. If you have a website with published articles, the Skill catalogs what you’ve already written and tells you which pieces are solid, which ones could use an update, and which topics you can skip because you’ve already staked them out.
Why This Matters Right Now
Twenty-five percent of high-income prospects are already using AI to find their financial advisor. That number is growing fast. When someone asks ChatGPT “who should I talk to about equity compensation in Denver” or “what should I look for in a financial advisor for physicians,” AI pulls from the content it can find online.
If you haven’t published anything specific on those topics, you’re invisible to that search. Not because you lack the expertise, but because the expertise isn’t published anywhere AI can reference it.
The advisors who are building real visibility right now aren’t just posting consistently. They’re posting intentionally on the topics their ideal clients are actually searching for. The Niche Authority Scanner shows you exactly what those topics are for your specific niche.
How It Connects to Your Voice Template
If you built your Voice Template using Skill #1, the Niche Authority Scanner reads it automatically. The suggested article titles and content angles in your plan will reflect how you actually write, not generic marketing language.
If you haven’t built your Voice Template yet, the Skill still works. The plan just won’t be as personalized in its suggested headlines. I’d recommend going back to Skill #1 first since every Skill builds from that foundation.
Setup Instructions
The Niche Authority Scanner installs the same way as the previous Skills. If you’ve done this before, it takes about two minutes.
If you already have Claude Desktop and Cowork set up from a previous Skill, skip to the install steps below.
If this is your first Skill:
Download Claude Desktop at claude.com/download (available for Mac and Windows). Install and open the app, then sign in with your Claude account. Click the Cowork tab at the top center of the screen to confirm it’s working.
Note: Claude Desktop must stay open while Cowork is running a task. If you close the app or your computer goes to sleep, the session ends.
Installing the Niche Authority Scanner:
If you don’t see the sidebar menu on the left, click the sidebar icon at the top left (right next to the three horizontal lines).
In the left sidebar menu, click Customize.
Hit the + button next to Personal Plugins.
Press Upload Plugin.
Upload the zip folder you downloaded below.
Important for Mac users: When you download the zip file, Mac sometimes auto-extracts it into a folder. If that happens, you’ll see a folder instead of a .zip file in your Downloads. You’ll need to re-compress it: right-click the folder, select “Compress,” and upload the new .zip file that creates.
How to Use It
Switch to the Cowork tab. Make sure the Niche Authority Scanner plugin is active in your sidebar.
Point Cowork to your Claude-Work folder (or wherever you keep your Voice Template).
Then just tell it to scan your niche. Something like “scan my niche” or “find content gaps in my authority content.” The Skill will walk you through four questions, one at a time:
Who do you serve?
What are your 3 to 5 authority topics?
Do you serve a specific geographic area or are you national?
What’s your website URL?
Be as specific as you can, especially on the first two. “Physicians in their first five years post-residency” produces a much more targeted plan than “doctors.” And your authority topics should be the subjects you explain most often, not a list of everything you know.
After you answer all four questions, the Skill goes to work. It will search the web, check what you’ve already published, analyze what’s out there in your niche, and build your content plan. This takes a few minutes because it’s doing real research, not generating a list from memory.
What to Do With the Output
The Skill saves a complete content plan as a markdown file in your working folder. The plan is organized by priority: High (start here), Medium (next 60 to 90 days), and Low (future content).
Start with the top three High-priority topics. For each one, write an authority article on your website and two or three LinkedIn posts approaching the topic from different angles. That gives you targeted, searchable content on the topics with the least competition and the highest demand in your niche.
Run the scan again in 90 days. Your niche evolves, competitors publish new content, and new questions emerge. A fresh scan every quarter keeps your content plan current and focused.
A Quick Note
This is the third Amplify for Advisors Skill. The Voice Training Skill builds your foundation. The Content Recycler gets more out of what you’ve already written. The Niche Authority Scanner tells you what to write next. Together, they cover the three biggest questions advisors ask about content: how do I sound like myself, how do I get more from what I’ve already created, and what should I be writing about?
More Skills are coming. Each one connects back to your Voice Template and adds another piece to the system.
If you run into any issues during setup or while using the Skill, reply to this email and I’ll help you through it.
Write about the topics that matter most to the people you want to serve. This Skill shows you exactly what those topics are.
Sam Farrington, CFP®
Creator of Amplify for Advisors