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By Emily Matyas Outreach

Q&A: Blogging for Financial Advisors

7 minute read

There’s no denying that blogging is no longer a luxury but a necessity. Having a blog allows you to share specific knowledge with your stakeholders that you may not dive into on your website. Not only is a blog a great source of knowledge, it also plays a large role in lead generation. Furthermore, sharing your blog content on your social media channels can drive even more traffic to your site.

With our new expanded blogging capabilities many financial advisors are hopping on the blogging train but there are still a lot of questions. Read on to discover some of the most common questions we get from financial advisors on blogging.

How long should my blog posts be?

HubSpot recommends that a blog post should be a seven-minute read or average around 2100 words. You don’t have stick to these numbers precisely but try to keep the length within a range of two to three minutes of the recommended time. It’s important to recognize that a lot of readers are viewing your blog on a tablet or smartphone and can only dedicate a limited amount of time to reading. Not only should you keep your posts shorter in length but we also recommend breaking up long text blocks with headers, bullet points, images and graphics. This will allow for bite-sized viewing and make it easier for your readers to digest information.

Blogging for financial advisors

What should I write about?

Your blog affords you the opportunity to dive deeper into subjects you may not cover as extensively within your website’s content. As a financial advisor, your blog should serve as a means for you to tap deeper into the niches you serve and humanize your brand by giving readers a behind the scenes look into your company.

Still stumped? Be sure to check out 10 ideas for your blog that lets clients (and prospective clients) get to know you better. One of our favorite types of blogs here at Twenty Over Ten is our ‘Meet the Team‘ feature. Whichever route you choose to take, be sure to take full advantage of SEO keywords within your content and carefully select phrases you want to use for inbound links to other blogs and pages on your website. The wording you choose can affect your search term ranking.

Lastly, we hear from financial advisors a lot that they simply can’t make the time commitment to create original content so many opt to use paid content instead. If you are interested in this option, we have compiled a list of content resources for financial advisors for an easy comparison.

Blogging for financial advisors

How often should I blog?

We recommend blogging as much as you can and with Twenty Over Ten’s unlimited blogging feature, you can do just that! A good rule of thumb for financial advisors is to blog 11+ times per month. We know that may sound like a lot but according to Hubspot, blogging as often as possible will increase the likelihood of your blog being found in search engines, shared on social media and linked to by other websites. Ultimately, this exposure will help build your credibility and it may lead new clients to your website.

blogging for financial advisors

How do I get current and potential clients to read my blog?

You’ve put in all the hard work of writing an amazing blog and now you just need your clients to read it. First, you should start with creating a compelling blog title. Since your title is the first thing readers see it should be concise and intriguing. Using a statistic in a blog’s title is a popular way to build interest and demonstrate expertise. For example, instead of saying “how to boost income” instead try “how to boost monthly income by 98%” to draw in more viewers. Once you settle on a few headlines, try using the Headline Analyzer by CoScheduler to assist you with analyzing the success of your headlines. This tool uses a rating system to help you analyze your headline, and the analyzer score will tell you the quality of your headline, as well as the likelihood of it resulting in other shares online or an increase in traffic – basically the post’s SEO value.

Secondly, you can gain more readers through social media sharing. Every time you write a new blog post, get in the habit of sharing the content on your LinkedIn, Facebook and Twitter channels. And don’t stop there – for additional visibility sharing your blog content on your personal social channels isn’t a bad idea either.

All of your hard work blogging would be useless unless you know how your blogs are performing. We recommend checking your blog analytics weekly. Unsure how to do that? We now offer Google Analytics consultations!

How is Your Blog Performing?

Our google analytics consultations can help you uncover who’s reading your blog, what topics are performing optimally, how visitors are finding your blog and more.

Schedule your consultation today!

You may also like: 5 Tools to Help You Write Better Blog Posts, Blogging + Landing Pages = Lead Generation Machine, and Blogging for Financial Advisors 101.