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5 ways for financial advisers to improve their blog

When it comes to starting a digital marketing strategy from scratch, one of the first items on your to-do list should be creating a blog. Any financial advisory firm 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 digital marketing is all about.

If you already have a blog, you’ll constantly be on the lookout for ways to improve it. Below are five simple ideas for better blogging:

1. Create an RSS newsfeed
Your blog is a great opportunity to keep your website new and interesting. Posting regularly on your blog shows potential clients that the lights are still on and it will help you take advantage of spikes in searches when a relevant topic is trending. To help Google find and index your new posts, and to make it easy to share, make sure you create an RSS newsfeed.

2. Make the most of your content
This is a good general rule for digital marketing. If you go to the trouble of creating a piece of content, make the most of it. For example, links to blog posts are ideal for keeping your social media profiles active, whether it’s something you’ve just published or something from the archive that’s relevant to a live discussion.

3. Embrace diversity
A blog is a great platform on which to experiment with different types of content. As well as the different topics, themes or keywords you want to include, you should also think about the huge variety of different types of content you can use to deliver your messages. You can vary the length of your editorial pieces and experiment with lists, interviews, Q&As or comment pieces, as well as financial industry news and company updates.

4. More than words
As well as mixing up your editorial, your blog will also benefit from photos, graphics and video. Rich multimedia content will break up your text and make your blog more visually appealing. It will also improve your click-through rates from wherever your content is shared, whether it’s around your site, on your social media or on third-party sites.

5. Categorise your content
Categorising your content creates all sorts of opportunities for your blog. It will allow you to build an intuitive and accessible archive, which is great for users and Google. You can show related articles on your posts, which will keep people on your site for longer. Categories can also turn your landing pages into powerful content hubs and enable you to push out customised feeds via your email newsletters or social media profiles.

Oliver Taylor, Head of Sales & Marketing, Goldmine Media

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