Fully agreed that Social Selling is key. The thing that bothers me is that most people equate social selling to "distributing content".

That's not the approach that I would recommend. Social Selling is a Networking play so:
#1 study and find the 100's of prospects you'd like to connect with
#2 listen, help and network. don't sell.

I am not saying that you should not distribute content. It is important too but to make a parallel with real life / conferences. It's like handing out pencils or wearing your broker hat as a conference.

If you're an advisor at Morgan Stanley, Merrill Lynch .... distributing content is great for your broker. Listening and engaging with people whom you need to do business with is critical for YOU.

Best