Financial advisors, if you’re not blogging, its time to start NOW! We’re not asking you to jump on the bandwagon just because everyone else is, but because you need to. Blogging is important for your SEO and connecting with prospects and clients, but even more significantly, it is absolutely essential to grow your business.
According to Social Media Today, blogs are rated as the fifth most trusted source of accurate online information. To compete in the financial services industry and pull ahead, you have to start blogging 📝if you haven’t already be sure to continuously create better content. If you’re not going to create top-notch material, then why do it at all, right? Today we’re giving you our playbook to create top content for your own advisor blog.
Want to know the best part? It’s easy – at least with Twenty Over Ten it is! Blogging is one of the simplest activities you can add to your marketing strategy and doing it well takes a bit more effort. You might think creating blog content that your clients and prospects actually want to read is a difficult task, but we’ve taken the guesswork out of blogging for you.
Top Trending Blog Topic Ideas
We uncovered some of the top trending financial planning and investment topics with Google Trends that your prospects are actively searching for. Here’s what we found:
Not only is this type of digital currency one of the most searched topics in 2017, but it has also been extremely popular on social media. It seems that everyone is talking about it, but only on an expert level. More likely than not, your clients have heard of bitcoin, but don’t even know what it really is.
This is your opportunity to showcase your expertise and answers the questions your clients and prospects really want to know. What is it? Should they invest in it? Is it safe? You have the ability to blog about bitcoin and be a resource for website visitors, which can further prove your firm as a thought leader in the industry.
When you are first starting out in business, retirement is the last thing on your mind, but it is a topic everyone has to think about as some point and should think about earlier than you may think. Analytics show that people of all generations, including Baby Boomers and Millennials, are looking for answers. Since retirement procedures are not generally common knowledge, individuals will eventually seek advice from family, friends, and the internet.
Many financial planners provide retirement services and are already giving advice on the topic. If you have the knowledge handy, it’s even easier to write about.
Retirement is an extensive topic so think about the opportunity to start a series covering other retirement matters such as the difference between a traditional IRA and Roth IRA, how to save for retirement, and how early someone can retire. You are the expert and you know what retirement questions are asked the most frequently by clients; use those FAQs to build more general blog posts for clients and prospects alike.
Your advice is meaningful. Someone may search for “When to start saving for retirement,” find your blog post in the results, and consequently, convert from a prospect to a new lead.
Over 20.4 million students are expected in American colleges and universities, constituting an increase of about 5.1 million since fall 2000. Due to these high numbers, this is an awesome opportunity to capitalize on the questions of both the parents and the students.
Like many things, they will probably check the internet for answers before they decide to utilize a financial planner. By simply providing a blog post with valuable advice, you can prove yourself as a trusted advisor in the industry and begin to build a relationship with prospects. When the time comes for them to find an advisor, your firm will probably be on the top of their mind since they were able to find meaningful information from your website in the beginning of their search.
For the same group of prospects interested in “how to pay for college tuition,” you can write blog posts on different student loan options, how to pay off student loans, when to save for your child’s college fund, or even how to save during college. There are so many options that can directly target your ideal client and their questions.
Do you work with business owners or employees? Generation X, Y, Z, or Baby Boomers? Doctors or students or entreprenuers? Whatever end of the spectrum your clients fall under, a budget can certainly be of use to them!
“How to create a budget plan” was one of the most searched topics in the last year and it’s relevant for almost any client type. Writing blog posts about budgets, tips, and methods can be useful to your website viewers and increase your website traffic.
Really want to set yourself apart from your competitors? Create a free download or freemium of a budget template in return for an email address. You can generate leads while providing prospects with something that is useful and segment tailored.
Divorce is very common, especially in the United States. It likely affects a large chunk of your current and prospective clients. As you know, divorce can heavily influence their finances, it is an important topic to write about.
Divorce is extremely complicated, time intensive, and usually very emotional. As a financial advisor, you can make this difficult situation much easier.
By providing advice on divorce alimony and other divorce financial matters through blog posts, you can provide comfort to clients, as well as increase your marketing reach. These posts make you more likely to be found in related search results and connect you with prospects in need of answers.
This is definitely a topic meant for financial advisors. Stocks 📉 can seem foreign to someone who has never invested in them before. Blog posts are the perfect place to give the “ins and outs” of different stock options, types of stock, when to invest, and so on.
The key words in this top search result is “right now.” Even if compliance stops you from listing out the stocks you purchase for your clients, you can still give them insight to industries that are rapidly growing, examples of low and high risk stocks, and simple analysis of changes in the stock market.
Tailoring Blogs to Your Target Market
We’ve found these topics to be the most trendy in searches over the last year. However, when choosing your blog topics you should always ensure that it aligns with your prospects. For financial advisors, blogs can widespread and more extensive than you might think.
For example, maybe you specialize in divorce financial services. Your prospects may not only be interested in divorce alimony, but also question how they will pay for their children’s college or what retirement will look like in their post-divorce life.
If you are still stuck and are not sure what your clients and prospects really want to read, think about adapting some of these ideas:
- Common Questions
- Your Opinion on a Related or Trending Topic
- Storytelling of Either a Client’s Journey or Your Own
- Typical Financial Issues
- Must-Have Lists
- News and Events
- Your Personal and Firm Awards and Accomplishments
- Interviews with Expert Guests
We hope that these topics and tips can help with content creation, so that your firm can continue to produce top trending ideas to make your advisor blog to really stand out and turn your prospects into leads!