We can all relate that reading about finances can put people to sleep. 😴 But, to generate new leads and build trust with clients, it’s important to be creating fresh, new content. Since the financial services industry isn’t exactly the most creative, it can be hard thinking of content ideas that actually interest your niche.
Blogging and content creation can do wonders for your SEO, website traffic, and lead-generation, but it’s hard to get over that creative block. Next time you’re planning your editorial calendar for the month, walk through these steps to write content that clicks:
Step 1: Identify Your Niche
In order to write valuable, creative content, you have to know who you’re writing it for. If your advisory firm doesn’t already have a specific niche, chop, chop! It’s time to define your niche now. As the digital world grows and we see the rise of more virtual financial planning tools, clients will no longer search for a planner who is limited to their geographic area. Instead, they will search for the planner who is best able to meet their individual needs.
Knowing who your niche is will help you tailor your content toward your clients and these specific wants, needs, concerns, and goals. This will make it easier to find a topic that hits home with potential clients. Without know who you’re trying to attract, it’s impossible to write valuable content for an audience.
In the example below, Dorsey Wealth Management tailors its blog to women. Since the firm focuses on empowering women to take control of their own finances, creating this content deeply connects with leads and shows them the firm has specialized expertise.
Step 2: Know The Questions Your Leads Want Answered
Now that you’ve identified your niche, you need to get to the core of their pain points. Get into the minds of your leads. Why are they looking for financial services? What problems do they face in planning their own finances? What hesitancies do they have about working with a financial planner? Understand why your client needs more information on finances will help you write content they’ll find valuable.
For example, C.L. Sheldon & Company works with a very specific niche, military officers. By understanding its niche, the firm can answer the core issues military officers are having. This both attracts proper traffic to C.L Sheldon & Company’s site and builds trust with the leads.
Step 3: Explore Popular Content In Your Industry
Next, it’s time to explore your competitors’ and industry leaders’ websites and content. What kinds of topics are they covering? What tone do they take? What social media platforms are they on? Are they offering a newsletter? An eBook?
In addition to looking at what you do like about their financial planning firm’s content strategy, also look at what you can be doing better. What do you think their content is lacking? How can you make your content stand out against theirs? What topics aren’t they covering that clients might want more information on?
By also looking at competitors’ social media, you can find what really resonates with leads. If a social post got a lot of engagement, you might want to think about doing something similar for your firm. While you’re at it, go ahead and give your competitors a follow so you can stay up-to-date on new content they’re creating.
Step 4: Build A List of Keywords
At this point, you know your audience and the questions they need answered. Next, it’s time to start generating a list of keywords to build your content around. Including keywords in your title, alt tags, and copy can help your search engine rankings and attract people searching for your specific services.
When choosing keywords, try to lean towards long-tail keywords. Long-tail keywords are longer, more specific phrases. Since they’re not used as often as a single-word keyword, they’re much easier to rank for and aren’t as competitive. This will give your SEO a boost.
Once you’ve created a list, you can do more research on the attractiveness and success of keywords by using a keyword planner. Google’s Keyword Planner is a great tool that can help you organize your list and find out more information on each of your choices. There are also some free versions, like Moz Keyword Explorer, that are very similar to Google’s tool.
Step 5: Build Your Content Around A Keyword
We recommend picking one to two keywords and centering an entire piece of content around them. While deciding which keywords to focus on, you should look at the SERPs (search engine results page) of those keywords and understand what is already ranking and what content might be missing that you could create.
When writing the actual content, be sure you aren’t using an overwhelming amount of keywords. While it’s important to include some keywords for your SEO efforts, overstuffing a piece of content with them will sacrifice readability and authenticity.
Step 6: Infuse Some Personality
Your content is on finances, but it shouldn’t look and read like a textbook. Letting your firm’s personality shine through and creating visual interest can really take your content to the next level. This will build trust with potential clients, keep their attention through the content, and make the information seem more digestible. Use your own voice — not a robot’s.
Adding visuals puts a creative touch on any piece of content. Even if it’s just a simple display picture, having visuals makes your blog feel more inviting and interesting. However, don’t overdo the images. Any images you include should be tasteful, relevant, and actually add something to the piece. You can find great stock photos on sites like Unsplash.
To peak interest even more, you could try using video on your blog content. Studies show that viewers retain 95% of a message if they watch it in a video compared to just about 10% if they’re reading it in a text. Needless to say, that’s a huge difference. Video might just give you the creative edge you’ve been looking for and help you stand out against other advisors’ content. In the example below, Luis Rosa at Build A Better Financial Future filmed a video of himself to include in his blog.