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To blog or not to blog? That is the question

There are literally billions of blogs available to read on the Internet, so why should your financial advisory firm add its voice to the endless sea of digital noise? Will it get found by the right people? Is it worth the time, money and effort?

The answers, of course, are ‘yes’. Any financial adviser that wants to be found online amid the plethora of web traffic must publish relevant, unique, quality and engaging blog content on a regular basis. This is what marketing is all about.

Here are the most important do’s and don’ts about blogging:

Your voice needs to be heard
You write content because you have two audiences: potential clients and search engines. In today’s world, where buyers rely on self-service throughout most of the buying process, writing blog content is the only way to address both of those audiences effectively. Building links is meaningless without content to link to it. Marketing and SEO are long-haul efforts.

Blog content helps to create authority
If it’s written properly, Google will give ranking to your content. Just as important is that people share your content. The power of the Web is that when someone sees something they like or find interesting, they’ll share it. Blogging is a great opportunity to take advantage of this. Write great content that’s relevant and people will share it…for free.

You must fill a need
You want to create blog content that targets a specific set of questions that your target buyer has. Do that on a regular basis to stay in front of them.

Still wondering if producing and maintaining a blog is worthwhile? Consider this: it’s one of the best ways to take advantage of opportunities to get found, get links, drive engagement and earn leads. That’s why our advice is most definitely to get blogging.

Paul Bearman, Senior Editor, Goldmine Media

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