Content Marketing

Top 5 Ways to Leverage Blog Content for Marketing Success

While adding a blog to your advisor website can be pretty simple, there are many steps you can take to make it even more effective. We’re guessing that you don’t want to just create fantastic blog content for no one to read it, right? You want to make your content accessible for those who can use it.

As an advisor, your blog content can influence someone’s financial well being, while also exhibiting your financial expertise. Your blog is also a great platform to build trust with prospects, develop your authority in the financial industry, drive traffic and SEO rankings, and many other benefits that make this a win-win!

We’ve gotten a ton of questions about how to leverage blog content that advisors are posting to their blogs – great question! When you spend precious time developing your blog content it’s important that you give it legs and put the content in motion. Keep reading for our top five ways to further leverage your blog content.

1. Newsletter

When your clients and prospects add their email to your website form or opt in to receive your newsletter, you can be sure they want to hear from you! We’re not saying they necessarily want to hear about your new haircut or your most recent vacation, but they are hoping to see some useful information from you to help along their financial journey.

Their opt-in is the first sign you have become a authority figure in their financial life and through sending a newsletter you can make a real impact. Those who sign-up have already chosen you as a resource so sharing valuable advice and insights with them can alter their path. Through this, you are also building trust with prospects and bringing them one step closer to becoming clients.

To save time and your sanity, instead of creating specific newsletter content, just pull from content you’ve already created like your blog posts. Now, of course don’t copy and paste the whole blog post into your newsletter. Instead, give subscribers a small taste of what they can expect to learn from the post and link out to the original blog post on. There are many email marketing providers out there that provide great templates and make adding this snippet easy and seamless, such as MailChimp.

Be sure to add pictures and call-to-action (CTA) buttons throughout the newsletter. This will provide visual interest and prompt clients to take the next step!

InVision’s newsletter is a great example of rounding up recent content for its audience.

2. Social

We’re sure you’ve heard time and time again how powerful social media can be for your business by connecting you with prospects and clients, increasing brand awareness and reach, driving traffic to your website, and the list goes on. Best of all, its free and pretty easy too! We know some advisors are new to the social world, but we promise, you’ll get the hang of it in no time.

If your blog post itself is useful to your audience, they will want to read your content. More than that, they are probably actively searching for it and by sharing it on social media, you make it that much easier for them to find it. Not only will you be dispersing your content with your followers, but there’s a good chance your content will be liked and shared so your followers’ followers will see it too!

Here are a few tips how to make your blog content stand out in social feeds full of news and articles:

  • Create catchy titles for the original blog post
  • Edit link previews with an enticing, short and sweet description
  • Always add a relevant image or think about creating a Canva to include
  • Tag other social media accounts that may be featured in the blog post
  • Utilize relevant hashtags in your Twitter posts
sharing financial advisor blog posts on social media
Wavelength Financial shares its blog post with a catchy caption and Canva.

In addition, it’s also important you make your blog posts easily shareable. The success of your advisor blog hinges on visitors – you want people to actually read your posts, right? One important and super simple way to increase traffic to your blog posts is to include social share buttons on every blog post. Not only does adding social share buttons to your blog posts encourage a good user experience but they also increase your brand exposure, create natural links back to your website and blog posts, and more!

social sharing buttons on a blog
Financial planning firm, Rod & Cone, includes social sharing buttons at the bottom of its blog.

3. Third Party Sites and Blogs

When you built your blog, you probably never thought your content would live anywhere other than your own website. Think again! You don’t want to miss out on the opportunity to have your words on another blog or website because it can be jam packed with benefits. It’s actually very common in the financial industry. Your blog post could get picked up by a reputable company or, more than likely, you’ll want to build a relationship with them to become a guest blogger.

Being featured on another website gives you access to communicate with a new and usually large audience. You can provide a blog post that is truly helpful while also linking back to your own website and services, driving traffic and new prospects to your business. With another established company behind you, you’re also gaining ethos and credibility with both your life long clients and new leads.

For these blog posts, think about how you can target the niche with a topic that is especially worthwhile for them to read. You may usually market to a larger group but guest blogging may allow you to talk about something more specific. Other than that, you can write just like you’d write any other usual blog post!

4. Local Media

When you target customers nationwide, it can be pretty difficult to make quality connections with prospects. We’ve said it before and we’ll say it again, you can’t be everything for everyone. One easy way to hone in on your efforts is to start local.

By focusing on your local clients, you are able to write more about local events and news, interview local figure heads, offer local deals, create financial tips specific to your area’s economy, and create content that will be important to your neighbors. Most notable, you’ll have an increased chance of being featured in local news and becoming a resource for your community. Being well known for your craft goes a very long way in converting prospects to clients.

After developing content that is valuable and may even target your local community, connect with your local news and media companies to build a relationship. Having them share your content gives you a huge boost in reach.

5. Landing Pages

Landing pages are most often used to target and capture leads from a very explicit audience. Usually viewers find their way to the page because you gave them a specific link through a newsletter, ad, social media, and more.

This is a way to make your marketing efforts particular and focused. You can choose a subset of your target market and direct language and content to speak directly to their wants and needs. You are sure to make a better connection that shows your commitment to their individual financial journey.

Think about adding a section that would link back to resources, including the most use useful blog posts for this group. If it speaks to their wants and need, it makes a perfect fit for the landing page!

landing page for financial advisor
Fresnel links to a 5-step guide and a contact form on its landing page.

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