Tony Vidler discusses some of the hurdles advisers face with the change in marketing methods over the last decade and outlines the 6 Necessities of Modern Marketing for Financial Advisers in this article.
Yes, social media is important, not impossible to avoid, but if you're reluctant to engage, worth asking yourself: why?
Yes, content creation - meaning, largely writing stuff, or doing some videos (which usually requires some writing first) is likely to be important too. Once again, if you are resistant to writing about your services, doing speeches, or videos, I sympathise. The resistance to this activity is real. But communication with wide audiences is built from these blocks.