Writing and publishing on your firm’s blog is one of the best investments you can make in your business – hands down.
It’s a great way for you to explore topics, it brings visitors to your site, it increases visibility for your website, it lays the groundwork for your marketing funnel – I could go on and on.
But in a world overrun with content – there are more than 600 million blogs on the internet – it can be hard to set yourself apart.
That’s an issue we face every single day at Three Crowns. Blogging is our bread and butter. Advisors and fintech companies hire us specifically for our ability to create unique, engaging content for their blogs.
So I thought I’d pull the curtain back a little and share how we approach individual blogs in the hopes that it will help you as you develop your content. For every blog we write, we go through four steps:
Let’s explore each step a little more in-depth…
Many of the topics you will write about have been covered before. There is no shortage of articles on retirement planning and investing. That doesn’t mean you shouldn’t write about these subjects – you just have to approach them from an interesting angle.
Here are three questions you can use to help you identify your angle in an engaging way:
When I’m writing an outline for an article, the most important sentence I write is “This article will answer the question: ___________?”
For instance, if I’m writing an article about the upcoming 529 to Roth conversion opportunity opening up next year, my driving question might be “What are the pros/cons of a 529-Roth conversion?”
At the bottom of everything, that question should drive your entire article. When you go back through for a revision round, ask yourself if you have answered the question to the best of your ability.
This one overlaps with the last question, but this is where you can plug in your best advice. Advisors often struggle with adding a takeaway because your answer to client questions typically depends on the nuances of an individual client’s situation. Of course you don’t want to get too specific, but you should be able to at least provide some guardrails to help your readers think through the question at hand.
For instance, for my Roth conversion article, the key takeaway could be: Even if you qualify for a 529 to Roth IRA conversion doesn’t necessarily mean you should do it.
As always, personas are key – if you’re talking to CEOs, you can probably add in some business jargon. If you’re talking to retirees, ditch the lingo.
Even if you get the angle right and are speaking your audience’s language, if it’s not engaging, then it won’t go far. Here is a quick checklist to help you keep it engaging:
“Show, don’t tell.” It’s one of the most important rules in writing – don’t just tell your audience what you want them to believe, show them it’s true. It makes for much more effective messaging.
Consider this statement on its own: The vast majority of people are not prepared for retirement.
Now how about this: The median retirement savings for baby boomers is just $202,000 – that comes out to less than $700 per month!
After you’ve written your article, look for places you could plug in statistics to increase the authority of your message.
If you’re going to go through the process of blogging, you want to make sure your articles are optimized for search engines. We have a brief checklist we use to help us double-check our content when it’s done and make sure we’ve covered the basics.
This list is by no means exhaustive, but if you can just address these items, you’ll be doing better than the vast majority of other financial firms out there.
That’s it! Follow these four steps and you will be well on your way to writing unique content that connects with your desired audience. Here they are for you again:
We’d love to help you tell your story! Contact us today to discuss how we can help you with blogging strategy and creation.