the choice of financial professionals

Considering the advantages of a financial advisory blog

Financial advisers have lots of questions about blogging, but there are two questions in particular that we get asked the most at Goldmine Media: why should I blog, and what should I blog about?

Why should I blog?

There are two huge benefits to maintaining a financial blog. First, blogging adds lots of value in respect to search engine optimisation (SEO). The more blog posts you publish, the more indexed pages you create for search engines to display in their results.

When new content is posted on your website, it’s like lighting up an ‘Open’ sign to search engines and letting them know that someone is still minding the shop. If you are already happy with how your current website is set up, a blog is a great way to keep content fresh. It also gives you a way to deliver more information to users that doesn’t necessarily belong on your static pages (the main pages of your website). A blog gives you the opportunity to expand on service information, related topics and recent news items that are hard to squeeze into other areas of the site.

In short, search engines love fresh content, and blogging provides the perfect platform for sharing great content and increasing your site’s SEO.

In addition, your blog is an asset that introduces you as a thought leader in the financial planning community. By sharing industry-specific information regularly, a blog will help you earn people’s trust and stay top of mind for many in your community. A financial blog also gives you the opportunity to place calls-to-action in order to generate new leads.

What should I blog about?

Starting a blog can be intimidating, especially if you lack confidence in your skills as a writer. The fact is that readers will overlook a mediocre presentation if the information is valuable.

In order to answer the question of what financial advisers should blog about, we encourage advisers to get into the minds of their own clients. The first step is to imagine your ideal client: what are their interests? Their problems? Their questions?

Once you have a good idea of who your readers are, take a look at the resources you already have. Scroll through your email inbox and consider answering some of the questions you get asked regularly in the form of a blog post. Chances are, if a few people have asked you a question such as, ‘How do I make sure I retire with enough money?’, there are many people who are wondering the same thing.

Oliver Taylor, Head of Sales & Marketing, Goldmine Media

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