Four tips for a successful financial advisory blog

At Goldmine Media, we believe it’s critical for any financial advisory firm’s website to have a blog to facilitate the regular publication of high-quality content. Not only does your blog content help to attract new clients, but it can help to establish your business as an authority in your industry, which is a key ranking signal that Google uses, so blogging also plays an integral role in search engine optimisation (SEO).

However, knowing the reasons why you should have a blog doesn’t make coming up with blog content any easier. Blogs bring with them the challenge of having to find new things to write about, making research and ideas generation a crucial component of blogging.

Even the most seasoned business bloggers will be stuck for inspiration every now and again, so today we’re looking at some blogging tips to help you get started writing a blog for your firm and help provide ideas for articles.

1. Answer common questions
If you have a ‘frequently asked questions’ page on your website, use it as a starting point to explore specific areas of your business in greater detail. Create a blog article looking at one common question to provide your clients with more in-depth knowledge and greater insight. This can also help in the decision-making process, directly influencing sales.

2. Always moderate blog comments
It is critical that you do not allow people to post blog comments live on your website without a manual approval process in place. Automatically allowing blog comments makes your blog a prime target for spammers, leading to low-quality comments that have nothing to do with your content. Not only does this make your blog worse from a reader’s point of view, but Google takes a very dim view of spam comments, and you could end up having your blog/website penalised as a result.

3. Tell clients why they should use you
Don’t be afraid to sing your own praises. Sometimes, it can be difficult to get across your unique selling points (USPs) that set you aside from the competition. A blog post outlining your USPs is the ideal way to do this. Remember the stuffy mission statements of businesses in years gone by? Your core values and direction matter, so make sure you shout about the things that differentiate you.

4. Don’t keep repeating the same thing
If you have special offers on or if you introduce a new service, your blog is a great way to publish information and spread awareness, but don’t use your blog as just another sales channel. You need to keep your content varied and weighted towards providing relevant and interesting information as much as possible.

Make sure your content is always varied, interesting and relevant – we all know that the first sign of madness is repeating the same thing over and over again and expecting a different result. While your USPs are relevant, going on about them over and over again isn’t interesting and certainly won’t help you engage with readers, so the trick is to keep your content varied.

Jim Kirk, Senior Consultant, Goldmine Media

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