Many see writing as a therapeutic activity that allows one to express their interests and exercise their talents. However many are turned off from writing by its time consuming nature and the lack of ideas to write about for 700 words. Although it is a daunting task, writing about your industry and sharing articles is something that clients are looking for more and more. Content marketing is becoming very prevalent which has caused blog articles and graphics to become a crowded space online. Standing out and creating a valuable reputation for your blog will have a direct impact on your sales, referrals and overall growth of the business. 53% of marketers say blog content creation is their top inbound marketing marketing priority; this is a new form of marketing that creates a number of opportunities for financial advisors.
Relevance is very important for your audience. Writing about topics that are currently in the news or are consistent problems for people will boost your interest. It shows a degree of empathy if you can find a topic that is causing pain for your audience, for example, “How to Handle Skyrocketing Mortgage rates”. Writing about this will create respect for yourself and your business and will certainly help out others if decent advice is attached. Although, try your best not to blend in with the crowd. If a trend is emerging and it seems to be on everyone’s mind, countless articles will be released. For a month last year, Bitcoin was at the forefront of blogging and unless you were adding a new perspective, it is possible you would get drowned out. Finding that balance as a blogger takes time but will eventually make you very successful.
When discussing the topic of ‘getting drowned out’, it is important to remember who you are writing to. Finding a more niche audience is a good way to combat that; you want to create blogs that are being consistently read by a particular group. So instead of targeting investors in general, targeting articles to investors with young families could create a following for your material. Asking clients when you meet them if they have heard of your blog could be a great way to start the discussion about what topics in particular they would read about.
Form and Tone
How you write your article will determine the number of readers also. Depending on how often you want to be blogging, the length matters. If you are blogging twice a week, the form should be around 600 words. Where as if you are blogging once every 2 weeks, you would want the article to be over 1000 words. This is based around feeding enough content to your readers. Because 43% of people admit to skimming through blog posts, splitting the article up with pictures and paragraphs will help the reader digest it much easier.
Tone is another aspect that should come into play, how will you address your audience? Will you aim for the formal, authoritative tone or go for a friendly, down-to-earth approach? Many people are looking for easy reading while browsing blogs so the casual tone or possibly a mix of both would be something to look into. Again, it depends on your audience!
Blogging is a movement that has taken the internet by storm and is very integrated with a number of marketing strategies in business. Keeping up to date with this marketing trend as well as events in the industry you’re participating in will help you come across as knowledgeable and a degree of respect will follow from prospects and clients. If you can create a well-known and informative blog, you will see growth emerging.