Content is king and in 2021, this is still ringing true. In fact, there are over 500 million blogs on 1.7 billion websites in the world. And it’s no secret that blogging and adding other pieces of content to your websites are crucial for driving traffic and boosting lead generation. Financial advisors are incredibly busy, so consistently creating content can be difficult when you are juggling so much already. So, how do you ensure that you are standing out and how often should you be adding content to your advisor website? In today’s blog, we are breaking down some of the best practices for advisors and their content creation.
Financial Advisor Best Practices for Content Creation
When it comes to blogging best practices, there are some important things that advisors need to keep in mind, such as how often you should be posting, how long posts should be plus other tips for optimizing in order to drive the most traffic.
How Often Should Advisors Post?
While this can vary based on each advisory firm’s preferences, and it ultimately depends on what you want to accomplish with your blog. When you are first starting out, don’t bite off more than you can chew, as this is something that can cause burnout, so we recommend two times a month at a minimum.
According to HubSpot, companies that published 16 or more blog posts per month got almost 3.5X more traffic than companies that published between 0-4 monthly posts. So, in order to optimize organic traffic, you should publish as much content as you can. So, for smaller blogs, this could be 3-4 times per week and for larger blogs, 4-5 times per week. Remember that Google prioritizes sites that provide value to searchers, so low-quality content is not going to do you much good.
We know that seems like quite a lot of content to put out, especially as an incredibly busy financial advisor, so we’ve got some tools to help you create content on a schedule that works best for you.
Lead Pilot is the industry’s first-ever AI-powered all-in-one solution for content creation and distribution. By using this tool, advisors are able to launch robust content campaigns from a streamlined, easy-to-use dashboard. Team members can collaborate and share content pieces, upload original content, and customize content from the media library. It not only includes blogs but also video and infographic content. Once it is added, the content can be easily scheduled to be sent out via email or social media with branded landing pages.
We offer useful tools, such as Content Assist to all Twenty Over Ten users so that if you are struggling to come up with content ideas for your blog, you can use our pre-made content and edit it to make it your own. With Content Assist, you can choose from different categories, such as retirement, home-buying, young adults, business and much more. Once you have chosen which blog that you want to use, advisors can easily customize and edit the content to add your unique voice, keywords to fit your niche or you can use it as-is.
In addition to blogging, however, there are other pieces of content that you can add to your advisor site, such as:
Offering your prospects and clients multiple forms of digestible and informational content is a great way to connect with a larger audience. As you can see below, Triadvise has included a robust Resources section with not only a blog section but also a YouTube channel and webinars. Different people prefer to receive content in different ways, so including more than one option is a great way to drive more traffic and grow your prospects.
Something else to remember when it comes to creating consistent posts is that you should be sharing this content across your social media platforms so that you can open your content up to an entirely different set of eyes, and if your readers particularly enjoy the content, then they can share it themselves on their own platforms. This is an incredible way to leverage your blog posts so that you can get the most out of your content.
How Long Should Blogs Be?
When writing your blog posts, make sure that they are between 1,800 and 2,400 words. If your blogs are not long enough, then your article might not have enough of the information or the keywords in order to score on the Search Engine Results Page (SERP). Conversely, if your blog is too long, then you will most likely start to lose the interest of your reader. So, the key is to create content that provides as much information as possible in a short period of time. It can be difficult to hit the “sweet spot,” but if you understand your audience and what they want to read, then you can more easily create a more clear message for them in the optimal amount of space.
Why Should You Add Imagery Plus Tips for Optimizing
You want to create content that is packed with pertinent information, but it’s not just about including words. Adding imagery is a great way to not only break up the text and make it more digestible but also add relevance to the subject that you are discussing. For example, if you have created a blog about the weekly market summary, then including a graph or chart to go along with it, is a great idea. When you use images, then this will improve the overall user experience which will boost the time spent on a page and ultimately increasing your SEO rankings.
Twenty Over Ten client, Tapparo Capital Management has included a chart of the Performance of S&P 500 Index & 11 Major Sectors from May through October in order to shed some light on the stock market. If you are not as financially savvy, seeing a chart or graph can help to reiterate the point and make the blog easier to understand.
Remember, if you include images, then you need to use alt text. Search engines can understand text copy on a page, however, images are not easy for a search to crawl, which is why alt text is so crucial. Alt-text is used to describe to search engines what the image is showing, allowing them to give users better results when performing an image search. You can easily add alt-text to images in the Twenty Over Ten platform by following the below steps:
As you can see, it’s incredibly simple to add alt text to your images on the platform and it will be a huge help in boosting your rankings by allowing bots to easily “crawl” your website to tell search engines what they are seeing.
Wrapping It Up
Content creation and inbound marketing are not going to go anywhere. It is the way of the future, so it’s important that you are keeping up with the best blogging practices. It’s also about quality over quantity, so make sure that the content you are putting out there is strong, answers the questions of your audience and provides useful information that will help them on their personal financial journey.
Struggling With What Content to Share on Social Media or via Email?
We are offering access to our content for advisors to use via Lead Pilot for 7-days completely free (even on our month to month plans).
About the author
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.