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By Blair Kelly Outreach

How to Create Skyscraper Content for Your Advisor Website

16 minute read
How to Create Skyscraper Content for Your Advisor Website Featured Image

Have you heard the term “Skyscraper Content?” If not, then you could be missing out on a lot of SEO juice. Skyscraper content involves finding content that performs well in your niche, creating something even better, and then promoting it through different online avenues. Originally coined by Brian Dean of Backlinko, it is a system many use today to improve their content online and generate more views. This type of skyscraper content strategy can help financial advisors greatly, and here is your guide to getting started creating skyscraper content and increasing your firm’s SEO.

5 Tips To Create Skyscraper Content

1. Do Your Research To Find New Opportunities

As a financial advisor, starting to search for hot topics is a great place to begin when it comes to creating fresh, new content. Research the industry and determine what is buzzing as a current trend. Aside from good old fashioned googling, there are a few ways that can make this process easier:

  1. Set up Google Alerts: This is a very simple way to type in keywords that you want to discover and have them sent straight to your inbox. As a financial advisor, be sure to include terms that are specific to your niche and target demographic. You can even tailor the frequency of the notifications you receive per day.
  2. Use Keyword Tools: With free tools like Google’s Keyword Planner and Keywordtool.io advisors can find new keyword ideas that are relevant to their niche in order to start building the basis for new content. You’ll be able to uncover keywords are trending within your geographic scope and demographic to choose the best topics to blog on within the industry.
  3. Check your Google Search ConsoleIf you don’t already have this setup do it now. This handy tool is incredibly valuable when it comes to checking not only your current rankings in Google but what keyword queries searchers are looking for.

While you want to be diverse in your writing and creating content that will “age well,” it’s important to also create content that is timely or a “hot topic” at the moment in order to boost lead generation. Twenty Over Ten client, Overman Capital Management has included a blog on paying for college as many high school seniors are about to graduate this spring and head off to college. Additionally, the third round of stimulus checks is sure to be a highly-researched topic, making this blog great for driving traffic.  Using Google Keyword Planner or the Search Console is a great way to find out this type of information so that you can decide the type of content that you should be putting out.

Overman Capital management insights

2. Start Creating Awesome Content

If you forget everything else in this post this is the most important part. Creating content is what will ultimately drive people to your site after you begin promoting it. Your website content is very important as well as the blog content you’re producing in order to draw readers to what you are creating.

However, at Twenty Over Ten we understand that creating a regular stream of your own content can be a time-consuming process or perhaps blogging is just not your cup of tea.  That’s why all Twenty Over Ten users have the option to add Content Assist to their websites. With this tool, 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.

Content Assist

Whether you are creating your own content from scratch or leveraging Content Assist there are a few things to keep in mind when it comes to creating really great content:

  1. Add more detail: Detail is incredibly important when creating your skyscraper content. You want to ensure that you are adding in the things that will make your company stand out from your competitors. Making blanket statements or speaking to an overall niche won’t show what truly sets you apart from other advisors. Detail is the crucial element that allows advisors to make content with the correct audience.
  2. Experiment with Your New Content: With this, you need to see what works. Even though seeing a quick uptick in your site traffic or SEO ranking is great, it’s important to remember that in digital marketing results take time. In an industry that’s constantly evolving, it may take a few trial runs before you really see what gets others interested in your work and gains new leads.
  3. Make Content Digestible: We’ve said it before, and we’ll say it again — forget the financial jargon. Most everyone is not familiar with financial terms, which is why it’s important to make your content easy to read and process. Once you’ve kicked the jargon to the curb also consider changing up the formatting of your blog posts. Breaking your content into different sections, similar to what we’ve done in this post, will make it easier for your readers to find the information they need quickly and the header tags will also boost your SEO.

In addition to Content Assist, we also offer Lead Pilot, which is the industry’s first-ever AI-powered all-in-one solution for content creation and distribution. By using this, 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.

Lead Pilot

3. Create Your Lists

Ask yourself who is interested in what you have to say. Start with who you know, do you already have an email list established so you can communicate with current clients or perhaps other contacts that you have made through the years? If you do, then these folks are great groups to include on a distribution list. Creating distribution lists for your content will not only increase traffic to your website or blog but will also increase the chances that your content will re-shared by others.

Much like we’ve already discussed above, research the keywords and topics that interest you and see who else is writing and publishing content in the same vein. If you think that they too might be interested in what you have to say, then it would be a great idea to add them to your distribution lists as well.

By segmenting your contacts like this through your email service provider, you will be able to tailor your email content to the right individuals, which will help to grow existing relationships or start one. For example, you wouldn’t want to send a current client and a cold lead the same type of information as they are on different journeys.

4. Start Sharing

This step is extremely important, as once you have created your awesome new content, no one will ever see it unless you really promote it. Start by reaching out to the lists you created in the step above. It’s also important to share your skyscraper content on your social media channels.

Cornerstone Wealth Services

Twenty Over Ten client, Cornerstone Wealth Consulting Services, LLC is active on “The Big Three,” which includes Twitter, Facebook and LinkedIn, and as you can see above, they do a great job of sharing their recent blog posts across their Facebook platform.

This is also a good opportunity to branch out and start sharing your work with a list of targeted influencers, brands, and other bloggers who publish and share related content. Consider tagging or mentioning these influencers when sharing your new content on social media. Doing so will raise awareness of your content and hopefully encourage them to re-share it with their network of followers.

In addition to sharing your content across your social platforms, you can include them in newsletters and other emails to clients or verified leads so that you can provide them with useful content showcasing your value even more.

5. Stay Current By Optimizing

No matter how great your content is, like anything, the financial industry is constantly changing. Competitors will publish new content, the industry will change, and new situations are always arising. Making sure that you continue to update your content so that it is relevant to your audience is crucial to thriving in a digital world. Not to mention, Google started introduced freshness factors as part of its top ranking algorithm.

Not only does that mean doing your research and staying on top of trending topics as mentioned in step one but this also means optimizing your older posts. Whether you wrote a blog last month or three years ago they’re considered “old” now. As more and more businesses understand the importance of content and more begin to blog the competition gets fierce. Not only will optimizing your older content give you that leg up you need it will also give your readers the most up-to-date information they’re looking for.

When optimizing your posts here are some tips to keep in mind:

  1. Review your Analytics: Your analytics will give you a great deal of insight into which of your older blog posts are already performing well. Take a look at those high-performing posts and start generating a new list of keywords to target.
  2. Make Noticeable Improvements: The whole goal behind optimizing your old content is to provide readers with the information they seek and to also out-rank your competitors, right? Right. So when optimizing your posts it’s important that you make noticeable improvements to the content. This includes building upon what you’ve already done and making your content even better than what’s already out there. Also, consider adding in new links to either outside resources or to other relevant blog posts of yours before republishing.
  3. Re-Share: Although we hope you’ve already shared these older posts on your social media channels in the past it’s not a bad idea to re-share them again once you’ve updated and re-published the content.
  4. Change your CTAsAfter reviewing your analytics, maybe you’re getting a lot of views but not clicks or conversions. Consider changing the language of the CTA to ensure it resonates better with those who are seeking that type of content and information.
  5. Keep that Editorial CalendarWe’re not saying you can throw your editorial calendar out the window and just start optimizing old posts. Optimizing should be just one small piece of your overall blogging and content strategy. There is a balance between optimizing old and creating new, which you will have to determine. At Twenty Over Ten, we try to make it a habit to optimize at least one piece of older content once a week.

Is Your Content Ready to Soar?

A strong online presence is crucial in an increasingly digital world, so it’s more important than ever that you are creating content that stands out. Create content that drives more qualified leads and shows that you are a thought-leader in the industry by routinely optimizing the content on your website so that you can create a stronger footprint in the industry.

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).

Get All The Details Here

About the author

Blair Kelly

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.

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"The Twenty Over Ten website continues to deliver results, both in activity, and more recently in client acquisition."

Josh Null - Gulf Coast Financial Advisors

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