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By Savannah Brunette Outreach

Creating Killer Blog Content Ideas for Your Financial Planning Blog

10 minute read

Whether you’re just beginning your online marketing journey or you have an established website and digital brand, content is the new king. Nowadays, just about everyone has their own blog and with over 3 million blog posts being published everyday it can be a challenge for your firm to standout.

Whatever worked five years ago in the blogging world isn’t going to work today. That’s why today we’re letting you in on some of the newest secrets to creating the most killer blog posts. Join us!

Why Killer Blog Content Is Important

Content is most known for its superiority in search engine optimization (SEO). Blog posts’ headings and paragraphs can be full of keywords, which helps you rank higher for search engines like Google and ultimately appear in the first page of search results. However, that doesn’t mean you should overflow blog posts with keywords either.

Google’s algorithm can actually decipher when you are adding keywords in a non-natural way. Blog posts, should naturally hold keywords because you are creating relevant and useful pieces for your audience.

You want your blog content to be killer for more reasons than just keyword factors. By creating great content you can keep viewers engaged and increase the time they hang our your website – another way to increase your website’s SEO.

What SEO can do for your business - SEO infographic

We talk a lot about SEO, but blogging is crucial to your overall marketing strategy as well. You may have heard but “content is king” and that’s in more ways than one. Your website content is often the first impression prospects receive. If you work remotely, it is likely that your blog is the main source clients use to get to know you and your business.

Blog posts are a great way to show your knowledge as an advisor and educate your clients. Maybe you work with Millennials and are constantly asked how long it will take to pay off student loans. This is a great opportunity to create a blog post where you can refer prospects and clients to learn more. These types of blog posts are in demand and allow you to show your qualifications. More importantly, they give you the opportunity to build trust with prospects who will be putting their lives in your hands.

Blogging is also a great place to show your firms cultures. Do you write in first person, a bit more personal, or third person to stay professional? Do you want to write in a voice that is humorous or straight forward and to the point? Do you want a writing style that harps on family values or strives to serve break-a-way businesses? It’s up to you and how you want your firm and services to be perceived.

blog posts for prospects to get to know you
You can use “Meet the Team” posts so prospects and clients can get to know you better.

5 Ways to Create Killer Blog Posts

1. Do Your Research

Blogging can provide great rewards but only if you do it right!

Use tools like Keywordtool.io, Google Search Console, and Google Keyword Planner to see what keywords are trending within your geographic scope and demographic to choose the best topics to blog on within the industry.

Use resources to learn how often you should blog, what type of blog posts you should write to help clients get to know you, and how you can actually get your audience to read them! The answers you are looking for are out there and the more you know, the better your blog and website will perform.

adding & verifying a site in google search console

2. Remain Relevant

When writing, it can be easy to branch off and get off topic. You may be writing about “Small Everyday Steps to Increase Your Retirement Funds” and then you think of great college planning ideas for parents. You can confuse your reader and yourself.

Blogs provide advisors with a great opportunity to showcase their in-depth knowledge on a subject so stick to that topic and be detailed. A helpful way to stay on topic is creating an outline of what you want to cover before you write your blog. You’re the expert and you’re readers are coming to your for advice so be specific and try to write with their point of view in mind. If you have different categories, such a as retirement, college planning, and tax planning, you can reflect this on your blog to give you and your reader clarity.

We’re also big believers in brainstorming so if you think of some new blog post ideas during your writing session, start a list!

The Pocket Advisor Blog Categories
Twenty Over Ten client, The Pocket Advisor, has created categories for blog posts to give prospects a simple understanding of their expertise and insights.

3. Use The Right Amount of Words

Some sources say shorter blogs are better because your audience doesn’t have time to read. Other sources say longer blogs are ideal because they build credibility, authority, and SERPs.

Since Google dropped the Hummingbird patch, there’s been a new secret ingredient to getting noticed on the Internet: longer content equals higher rankings. Google indicated that content totaling 2,000 words versus 500 or less will rank higher on search engines.

If you don’t have enough quality content to add that length, your blog will ramble fruitlessly and the length won’t help you. The most important thing to remember when blogging is quality. If the topic you are covering only needs 500 words, then that’s all you need to write.

Twenty Over Ten Long form content
We practice what we preach here at Twenty Over Ten. We produce long form content (9-14 minute reads) that is both valuable and performs better for SEO.

4. Use an Editorial Calendar

Organization and planning is key, especially when you are adding blog writing to your normal financial services duties.

Not only will this hold you accountable but it will be a good place to house all of your brilliant content ideas. In your editorial calendar you can develop monthly themes, individual blog post ideas, and space each post out with enough time in between. Whatever schedule you choose, stay consistent and make sure it is doable for you.

It probably sounds daunting to create a blog post everyday, right? Right. We’re not saying you have to blog every single day, especially as you’re just starting out. We recommend posting 4-6 blogs per month as you get started.

Get Your FREE Editorial Calendar Template!

Get organized and keep track of your blog content for each month with our editorial calendar template.


5. Look at Your Competition

Looking at your competition is a great way to gain inspiration and ideas. Bench marking is not a strategy of the past – you’re often speaking to same audience so take a look at both what works and what doesn’t.

You can check out their top most read posts and find trends of why they are popular. Then create similar blog content ideas but make them even better. What was your competition missing? How could they have provided more value to the reader? Keep those points in mind and write a blog post that encompasses everything your prospects want to know.

Start emulating your competition.

You may also like: Q&A: Blogging for Financial Advisors and 5 Tips for Creating a Compliance Approved Blog


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