Financial Services regulators take a "wait and see approach" to most new technology and communication. As well they should, it is their responsibility to set usage guidelines that protect the industry, the firms, and the advisors.
The industry's response to content marketing has been to force every advisor to look the same. Canned pre-approved content makes the job of the regulators and understaffed compliance departments easier, but it is bad for advisors.
Publishing pre-approved content at the push of a button may be simply, but it is a bad look. Getting 1 or 2 likes demonstrates you have little influence or following. Posting the same content as your colleagues makes you look lazy. In fact, you're probably better off not posting at all.
Do content marketing right. Take a bit of time to create content, highlight people in the office, celebrate accomplishments, speak to the needs of your niche audience, demonstrate your passions, show continued education and credibility.
I promise the relatability you create, the story you tell, the added credibility, and the people you meet will make the time investment worth it.