What’s the magic number or the sweet spot if you will, for how often you should be blogging, that’s what we’re going to talk about today, as well as whether you should be using evergreen content or timely content on those blog posts. I’m Samantha Russell, Chief Evangelist at FMG Suite and Twenty Over Ten and let’s jump right in.
Effectiveness of Digital Marketing For Financial Advisors Trends Survey
So this is a great question and one we get asked a lot. And we did a study back in 2019 where we asked the financial advisors that were both parts of Twenty Over Ten, as well as those not using Twenty Over Ten services to tell us, how often are you adding fresh, original content to your blogs? And then we went and asked a couple of other questions, How many leads are you getting every month? How many of those leads turn into clients per year? We asked them questions about their current website, all kinds of things. And then we went and looked at all of the respondents’ websites.
So we had about 260 people participate in this study. And what we found is those who ended up saying that they get six to 10. That was one category or 11 or more new clients from digital marketing every year, not new prospects. New clients were blogging at least two times per month, and that’s really consistent with a lot of other research and data, which shows that you don’t need to necessarily be blogging every day or even every week.
It’s important to be consistent, and at least two times a month is that minimum threshold where if you do it and you have quality over quantity, you’ll be in a good spot. And especially in this industry where there are not as many people creating original content. Doing it at least twice a month will give you a leg up.
Google Prefers In-Depth Content
Now Let’s talk about what that content should look like. A lot of research and marketing expertise shows that Google likes pieces that are more in-depth. And so you want your piece to be at least 1,000 hundred words if possible, the more granular you can get on a subject instead of being broad, the more likely you are to have higher search engine results because there’s so much content on the internet, so your piece should really be specific and hone in on a really granular subject.
You also want to add images where you can to your content so it can be stock images. It could be graphs and charts, which are really great. You could write out your post and then record a video just like I am here today. I’m recording this on my iPhone and then we’ll upload it to YouTube. We can embed it back into a blog post. So you have both the video as well as the written piece, which is important because the search engine can’t crawl the video and know what I’m saying. It is the same way it can crawl the words on the page.
Evergreen Vs. Timely Content
The other thing to think about is how much of what you’re going to post is going to be evergreen versus timely So in case you’ve never heard of evergreen before, just think of an evergreen tree, right? It doesn’t lose its leaves so it stays green. And with timely content, it’s only going to really be relevant for a short period of time. Now, what I suggest doing is really have a good mix, so you might have more evergreen pieces about.
Again, it needs to be still specific to your niche, so you don’t want just something like the difference between a Roth and a traditional RIA. But maybe, how could that be specific to your niche audience? So you really still want to get even with your evergreen pieces specific to your audience? Right. So maybe if you’re talking about the biggest mistakes you often see people making. If you work with young physicians and people just starting their residency, you could say the “Top budgeting mistakes I see the young physicians and medical residents we work with make.” Right? So it’s still evergreen. Those mistakes are probably going to be the same after a year or two years or three years.
Evergreen Content: Content that won’t “age” quickly
Timely Content: Content that is relevant for a short period of time
Are you writing that blog post, but it’s still very specific and granular for one audience now with timely content, what code has shown us is that people are at home and they’re looking to connect with other people more than ever. And so the way that we’re doing that often is on social media and we’re consuming a lot of timely content. We also have a lot of questions because our environment is changing and what feels like a day-to-day basis. And so we’re online more than ever. And we’re researching things and looking for information more than ever. And timely content has just taken off. So what you can do there is even if you’re sharing something that’s more evergreen, you can go back and update it to be timely for the moment, if that makes sense.
So let’s say you wrote a piece a long time ago about having an emergency fund and making sure that you have the proper insurance in case of natural disasters. And then you’re based in California and there’s California wildfires raging. Right? You can go back and take that same piece, but now edit it to be specific to the wildfires that are ranging in your area and then republish the post with a new publish date and a new title that are specific to the content that you’ve added.
Now, the only thing you don’t want to do is change the original URL in that situation because that will cause a broken link. So you would leave the same URL you had before, but just update the title and the text in the article and then republish it so it looks fresh and comes up on your page much more immediately.
SEO Historical Optimization Checklist
1. Update Title
2. Update Body Text
4. Repost to Social Media
5. DO NOT Change URL
So I hope these tips help you as you’re thinking about your own blogging strategy. Again, you want to blog at least two times a month, adding that fresh, original content and make it a mix of both evergreen and timely for the best ratio that your clients and prospects will be interested in. If you found this video helpful, make sure you give us a thumbs up and maybe tell us below what is your biggest question about blogging that you would love help with, and we’ll be happy to answer in the comments.
Add fresh original content 2x per month
Include a mix of evergreen & timely content
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