Answering the FAQs of financial blogging

By Maggie Crowley

Advisor Websites


Advisors have lots of questions about blogging, but two questions in particular seem to appear in my email inbox the most. I want to answer these questions at length.

1. Why should I blog?

There are two huge benefits to maintaining a financial blog. First, blogging adds tons of value in respect to search engine optimization (SEO). The more blog posts you publish, the more indexed pages you create for search engines to display in their results.

According to financial SEO experts, ClearSky SEO, “When new content is posted on your website, it’s like lighting up an ‘Open’ sign to search engines and letting them know that someone is still minding the shop. If you are already happy with how your current website is set up, a blog is a great way to keep content fresh. It also gives you a way to deliver more information to users that doesn’t necessarily belong on your static pages (the main pages of your website). A blog gives you the opportunity to expand on service information, related topics and recent news items that are hard to squeeze into other areas of the site.”

In short, search engines love fresh content, and blogging provides the perfect platform for sharing great content and increasing your site's SEO. In addition, your blog is an asset that introduces you as a thought leader in the financial planning community. By regularly sharing industry-specific information, a blog will help you earn people’s trust and stay top of mind for many in your community.

And the bonus benefit? A financial blog gives you real estate to place call-to-actions in order to generate new prospects and clients.

2. What should I blog about?

Let’s be honest, starting a blog can be intimidating, especially if you lack confidence in your skills as a writer. The fact is, readers will overlook a mediocre presentation if the information is valuable.

In order to answer the question of what advisors should blog about, we encourage advisors to get in the mind of their own clients. The first step is to imagine your ideal client: What are their interests? Their problems? Their questions?

Once you have a good idea of who your readers are, take a look at the resources you already have. Scroll through your email inbox and consider answering some of the questions you get asked regularly in the form of a blog post (which is exactly how I approached this blog post that you're reading). Chances are, if a few people have asked you a question like, “How do I make sure I retire with enough money?” there are many people who are wondering the same thing.

See also:

Why your financial advisor website needs a blog

5 simple steps to creating a perfect advisor blog post

17 reasons your financial blog isn’t getting the traffic it deserves

4 lame excuses for not having a financial blog