If you’re a financial advisor, you probably know that creating consistent content is key to increasing your online presence and generating referrals. But when it comes to your blog, what should you write about?
Every time I meet an advisor who hasn’t done much marketing in the past, one of the first questions they ask is, “What should I post on my blog?” Having written thousands of blog posts for financial advisors at Indigo Marketing Agency, we’ve learned a thing or two about what works and what doesn’t.
With that in mind, I want to share our 5 top-performing blog topics for financial advisors in 2021! These topics have been wildly popular so far, so add them to your content calendar now for maximum exposure.
1. How I Manage My Own Money
I don’t care what you put in this post—people are going to click on it. Your clients, your friends, your colleagues, anyone who gets their hands on this article will be curious to know how you manage your own money. In fact, this topic is so popular that our advisor clients who have used it have seen a 30% click-through rate, which is insanely high.
What you actually write about will depend on how you manage your own money and how much you’re willing to share. But the overall purpose is to get people thinking about your process and how they should manage their finances and investments.
Insider tip: If you’re a client of ours, we’ll write this article for you!
2. Lessons I Learned From the Last Recession
People are nervous. The market is high. Recessions are inevitable, and people want to know how they can prepare for the next one. This article is an opportunity to talk about the lessons you learned from the last recession and how you help your clients protect their own portfolios in times of turbulence. It’s a great conversation starter.
3. Empathy During Uncertain Times
The word “unprecedented” has been overused these past two years, but it’s true. We’re living in uncertain times and your clients are likely missing the “human” element that was once a common part of life. (You know, like seeing family on the weekends and having advisor meetings in person.) This blog post is a great way to be more authentic with your audience by talking about what you’re grateful for and how you’ve helped your clients during the pandemic.
4. How My Family Lost Everything
This topic won’t apply to everyone, but it’s pure gold if it fits your situation. Here’s some backstory on it…
We actually got this blog post topic idea from one of our own advisor clients. His grandfather had built a fortune, only to lose it by making one wrong mistake. Subsequent generations lost out on what should have been a family legacy, so this advisor was inspired to rebuild it for the generations to come after him. (His grandfather’s misfortune was actually his motivation for becoming a financial advisor.)
If you have a similar story—even if it’s on a smaller scale—opening up and sharing it with your audience can be a great way to make connections and encourage them to contact you.
5. Why I Became a Financial Advisor
This last topic is tried and true. It’s the very first topic we write about for all our new financial advisor clients because it’s almost guaranteed to be your top-performing blog post.
One of my favorite sayings is, “People don’t care about how much you know until they know how much you care.” This starts with sharing your story. People want to know the “why” behind your firm. They want to know what inspired you to get into this industry and what keeps you motivated to keep going.
Ready to Level Up Your Blogging Game?
Content is king—and blog posts are critical to positioning yourself as an expert and staying top of mind online.
At Indigo Marketing Agency, we specialize in creating custom content for independent financial advisors. Our most popular service (our Total Marketing Package) includes one custom blog post or video each month. We take this blog post and add it to your website, send it to your email list, and share it across all your social media channels to help keep you top of mind.
If you haven’t been sending out content to remind your clients and prospects about what you do and how you can help, now is the time to get started. Schedule your free strategy call with us and we’ll go over which custom topics we think will perform best in your marketing. We can’t wait to chat with you!
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