There are three different types of content that financial advisors should be producing for their blogs:
At Twenty Over Ten, we stress the importance and benefits of creating evergreen content. Today let’s explore the do’s and dont’s of evergreen content as well as its purpose and function, using content that would be on a financial advisor website as an example.
WHAT IS EVERGREEN CONTENT?
Evergreen content is any blog or article that will remain relevant to your audience, as opposed to those topics that change over time. The word evergreen is most often used by editors to describe certain kinds of stories; stories that, because of their topic, are always of interest to readers.
The idea behind the evergreen stories is that they’re stories and topics that are always fresh, and your audience will consistently be interested in searching for them or learning more.
WHY SHOULD I PRODUCE EVERGREEN CONTENT?
The purpose of adding evergreen content to your blog or website is to educate, entertain and convert new leads into clients. Since this type of content is generally more topic-focused and informative it never really expires. This allows your firm the opportunity to recycle information, which saves time, energy and money while still generating business and website traffic.
For example, if you write a great post about how to talk to your significant other about finances, that article will be relevant for years. You can re-share it each year without ever having to update it. Additionally, the longer it is up on your blog, the greater chance someone has to search for that topic and land on your site.
What Evergreen Content is:
INSTRUCTIONS: Tutorials or “How to” guides are invaluable source of knowledge.
INTERVIEWS: Interviews can be a a great form of evergreen content because they are everlasting and can easily be recycled. Examples of interviews can be with industry experts, influencers or even members of your team.
FAQS: FAQ’s on general topics can be another great example of evergreen content because the answer to topical questions rarely change. For example – “What is an IRA?”. Remember to clearly and concisely create term definitions so that every reader can comprehend the information.
LISTS: Lists can vary from a compilation of examples, to industry resources and tools or “Top 10” lists. These types of content are very easy for readers to understand because they are concise and organized.
What Evergreen Content is Not:
CURRENT STATS: Any statistics, numerical reports or current trends that most likely are subject to change. (A Commentary on the FED’s interest rate for example)
MARKET COMMENTARY: Hot or new IPOs, or Market votality commentary
LATEST IN FINANCIAL TRENDS OR OFFERINGS: New Vehicle for college savings coming out in 2016
According to Fmgsuite, “Evergreen content is important for advisors to utilize because it may make it easier to stay relevant on social media channels.”
Examples of Evergreen Content from Our blog:
Samantha wrote an article about How to Develop a Niche Market. In this article, she clearly explains the 3 ways to better connect with your market. The strategies outlined here will remain relevant over time.
We recently shared an article on the blog that Ryan (Our co-founder) recently wrote. It originally appeared on Huffington Post about the impact of Pantone’s Color of the Year. This is not evergreen content because it is specific to 2016.
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