You’re a financial advisor with a blog. Now what? What in the heck do you write about? What can you say that would be of interest to prospects and clients? Where do you start?
Questions I hear a lot:
What do financial advisors write about on their blogs?
Financial advisors who blog are in the minority. According to unofficial numbers, I would say that only 3% of advisors are using blogging in their marketing plan. Which is all the more reason to start your blog! This article is all about 10 things you can write about on your financial advisor blog.
Why do financial advisors blog?
Advisors blog to stand out from the crowd of advisors who don’t. Blogging gives you a competitive advantage and separates you most other advisors. Besides that, your clients would love to learn your position on many current topics and you could garner a nice following of prospective clients who need help with their financial planning.
Should I use canned content?
Advisors who use canned content and corporate materials will never receive inbound traffic to their websites. Not only that, but using canned content could turn off the search engines from visiting your site altogether.
Use blogging to get more leads!
Using blogging as a platform in your inbound marketing strategy can show how you are different and improve your credibility. After all, according to Hubspot, firms that blog have 55% more traffic to their websites, 97% more inbound links, and 434% more indexed pages, compared to those that do not. As long as you have a strong offer, blogging and article writing translate to new clients.
1. How to do something
Demonstrating how to do something is very powerful. When you provide a step by step guide to accomplishing a desirable feat, you can stir up great traffic. Some of my most powerful blog posts have been “how to” do something step by step.
- How to create a budget
- How to save money on grocery bills
- How to earn money in your spare time
- How to start a part time business
- How to create financial goals
- How to hire a financial planner
- How to create an estate plan
2. Answer typical questions
Your clients and prospects have questions about financial planning and investments. What are those questions? Answer them on your blog.
- Can I rollover my 401k from a previous job?
- What is the difference between a fiduciary standard and a suitability standard?
- When can I retire?
- I received an early retirement offer. Should I quit my job?
- What should I do with an inheritance?
- What’s the magic number? How much do I need to retire?
- What is the best age to start saving?
3. Your opinion on a current event/topic
Your readers will look to you when something happens. What is your opinion? Where do you stand on the issues?
- The economy – be specific
- Inflation
- The fed
- The dismal savings rate
4. Story telling
Share information about you and your journey. What is your point of view? Share with your audience.
- What keeps you awake at night?
- Share a case study (after changing personal details)
- How did you become a financial planner?
- What lessons have you learned along the way?
5. Issues you are helping your clients with
What problems or issues have your clients run into lately? Without giving away client details, how can you turn the problem into a blog post to help others?
- How to avoid a financial nightmare during divorce
- What to do when your spouse suddenly dies
- How to plan inheritances for children of blended families
6. Create Lists
What are your favorite things that you can share with your readers? Lists can be a great way to parlay your blog post into additional posts and them link them all together.
- 9 money goals to build your future
- Top 10 stupid things people do with their money
- 5 things to do when you retire
- 3 reasons why I love saving money
- My favorite financial planning tools
- 6 popular finance websites
- The best financial tools for women
7. Reviews
When you review products or services, you help others navigate the decision making process and you offer your unique point of view.
- Book reviews – top 3 books on personal finance
- Credit cards – what are the credit cards with the best options?
- Identity theft services – pros and cons of available services
8. News and events
What’s going on in your firm? Is something new happening? Are you having an event?
- New location
- New hire
- New services
- Webinars
- Seminars
- Client appreciation events
9. Awards and accomplishments
Have you or your staff just finished a course of study? Have you recently received an award? What’s going on that’s news worthy?
- Credentials earned
- Awards
- Milestones
10. Interviews
Interview guests on topics related to what you do. When you interview an expert, their expertise rubs off on you.
- Money managers
- Economists
- Clients with challenges
- Advisors who don’t share your target client
Conclusion:
Topics you can write about on your blog are limitless. Use your imagination and write something helpful. You don’t need to write a dissertation, you just need to provide value. Think about your target client. What do you know that they would love to learn? Start with what you know and build from there.
Suzanne,
This is a great list of topics. I use all of these techniques in my blogging.
Thank you for including my forthcoming book in your resource list! In the meantime, your readers can find helpful tips on my blog or get them delivered to their email inboxes via my free monthly e-newsletter.
Susan Weiner, CFA recently posted..Learn what works in winning clients
Susan, Your book sounds like a great resource that advisors will find essential to blogging success. Thanks for commenting. Suzanne
Suzanne Muusers recently posted..Coaching Tip of the Week – Minimize Interruptions
Suzanne great tips as always. I will refer back to this post next time I get writer’s block (which is a frequently). Thanks for sharing this.
Roger recently posted..4 Signs of a Lousy 401(k) Plan
Thanks Roger. This post actually started out as a brainstorming with a client who now has a blog and doesn’t know what to write about. When we were finished with our brainstorming session I though it would make a great blog post. I myself do not have much difficulty coming up with posts as writing is my passion and I have too many ideas. Thanks for stopping by Roger!
Suzanne Muusers recently posted..Grow Your Skills to Grow Your Practice
Kent, Yes, you are right! This list is applicable to many businesses. Suzanne
Suzanne Muusers recently posted..How Financial Advisors Can Do Keyword Research