5 ways Financial Planners can make the most out of their blog content
There are plenty of benefits associated with regularly posting fresh blog content on your financial planner website.
As well as helping Google and the other search engines rank you highly in search results, it also reassures existing and prospective clients who are visiting your website that you have your finger on the pulse.
But when you publish a new blog post on your website, how can you be sure you are making the most out of it?
Here are 5 ways Financial Planners can make the most out of their blog content.
1 – Choose great images
Humans are visual creatures. They say that a picture can paint a thousand words. Selecting and presenting the right image is a powerful way to set the tone for your blog post and get your key message across.
Chosen well, the right photograph can enhance your brand image too. Within your brand standards document you should include a section on the types of images you use, with a particular emphasis on keeping these consistent.
Choose your images carefully and avoid cliched photographs.
PRO TIP: When searching for a suitable image for your blog, it sometimes helps to come at the search from a different angle. If you get stuck, use Google Image search first, and then search for similar images/themes on your chosen royalty-free image site.
2 – Work on your title and opening paragraph
If the title is the key to drawing your reader to the blog post, then your opening paragraph is what will make or break them reading the rest of the blog.
Website visitors have short attention spans and a massive amount of choice about the content they consume. Craft the title of your blog post carefully to sell the benefits of reading your post. Set the scene carefully in your opening paragraph or two, leaving just enough intrigue so the reader will continue through the post.
If you get stuck for blog title inspiration, try putting some nouns into the Hubspot Blog Ideas Generator.
3 – Write for the website visitor first, search engines second
When you’re writing a blog post, there’s a temptation to cram it full of keywords or key phrases, all designed to boost your website up the search engine rankings.
Search engine optimisation (SEO) is important, but you should always write for your website visitor first. The risk of crafting a perfect post for search purposes is you make it unnatural to read. What suits a search engine is unlikely to appeal to the human reader.
A good approach is to write as naturally as possible with your first draft, before considering how you can edit the title and opening paragraph to better appeal to a search engine. Once this editing is done, re-read your blog post to make sure it still reads naturally.
There’s nothing worse than trying to read a blog post with the keyword obviously crammed into every paragraph.
PRO TIP: If you publish your blog posts on a WordPress website, then the Yoast SEO Plugin offers a traffic light system to show you how well your post is performining from an SEO perspective. Keeping tweaking it until you turn the traffic light green!
4 – Encourage people to read your blog post!
It’s not enough to simply publish new content on your website on a regular basis. You need to encourage people to read the content too!
For each blog post you create, have a set of social media card templates ready to update and share on the main platforms. We favour Canva, a free to use online design tool which comes complete with a set of templates for use on different social media.
You can customise the templates to align with your brand colours, font and logo. When you publish each blog post, simply upload the same royalty-free image into your Canva image library, update the template with this image and a short quote from the blog post, and you’re ready to go.
Here’s a quick example.
5 – Finish with a question
Each blog post you publish on your website should include a clear call to action. But this call to action doesn’t have to be a request to contact you or buy your services.
Consider finishing the post with a question, designed to gather feedback and engage your audience. The answers you get to this question – in comments posted below the blog post, social media comments or directly via email or your online enquiry form – might even inform future blog content.
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