By now, most financial advisors know the importance of maintaining a blog or a resource page on their website to provide value for both clients and prospects. But what should your blog page actually say? It’s often not enough to fill the space with technical commentary or the day-to-day market news. Rather, advisors should be writing about topics that interest their clients, answer a particular question, or address a certain pain point their clients and prospects experience.
After writing thousands of blogs for advisors, and tracking the metrics meticulously, we’ve found 5 top performing blog posts that drive audience engagement and keep clients clicking for more.
1. Biggest Financial Mistakes [Target Audience / Niche] Makes
Everyone wants to know they’re on track financially, so articles like this one almost always land on our top-performing lists. This blog post delves into the most common financial mistakes made by a specific target audience and provides practical advice and strategies about how to avoid these pitfalls.
As a niche-specific article, it adds to your credibility as an advisor who understands and can address the most common pain points for your particular audience. Financial advisors can leverage this article as a powerful tool to establish trust, showcase their experience, and attract more A+ clients seeking professional guidance.
2. Current Events-Related Blog Posts
In the last three years, we have experienced unprecedented global economic events that have caused fear, anxiety, and sometimes distrust within the financial sector (think: the recent failure of 3 banks in the U.S.). It’s important for financial advisors to demonstrate that they’re there for clients during more than just a bull market.
Since current events can significantly impact the economy, markets, and overall financial climate, posting about these topics demonstrates that you’re up to date with the latest developments and can provide timely and relevant advice to clients. It also opens a line of communication for clients to bring up any concerns or questions they might have about the implications on their personal finances.
Let clients know you’ll be there as a trusted source of information and guidance, even during times of uncertainty, with proactive blog posts that break down complex economic events into easy-to-understand concepts.
Below are a few examples of blog posts related to current events that have performed well for the financial advisors we work with:
- SVB & Signature Bank Collapsed: Why Banks Fail & How to Protect Your Savings
- What Should You Do About the Russia-Ukraine Crisis and Market Volatility?
- Breaking Down the CARES Act
- The Coronavirus and the Stock Market: What Might We Expect?
3. The Top Tax Issues for [Target Audience / Niche]
Taxes are a complex and ever-changing aspect of personal finance, and many people seek guidance on how to reduce their tax liability. Providing informative content on tax-related topics can be a great way to increase your value as an advisor.
These posts can cover general topics such as year-end tax planning, understanding tax implications of various investment options, and general information about tax deductions and credits. If you have a niche, consider writing about tax issues specific to that audience. Check out the examples below:
- The Top 4 Tax Issues for Executive Employees
- 5 Tax Planning Actions Federal Employees Should Take Before the End of the Year
4. How I Manage My Own Money
The financial services industry is all about trust, and what better way to earn trust than to be open and transparent about your own financial journey? The “How I Manage My Own Money” blog post is one of our top performers because it provides insight into your personal financial management process and resonates with clients on a deeper level. Specifically, it helps to demonstrate that you can manage your own money well, which gives clients more confidence about your ability to manage their money.
Use this blog to discuss your personal strategies, financial planning principles, and investment philosophies, and don’t be afraid to share any challenges or lessons learned along the way. By sharing personal experiences, advisors can humanize their profession and create a relatable connection with their audience.
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.
What is the “why” behind your firm? What inspired you to get into this industry and what keeps you motivated to keep going? Similar to “How I Manage My Own Money,” this blog post provides an opportunity to share your personal journey, including the experiences, values, or pivotal moments that inspired your career choice. This personal touch helps clients see you as more than just a professional, but as a trusted partner on their own financial journey.
Start Your Blog on the Right Foot in 2024
You may have the best of intentions for your blog, but time, ongoing client service, and everyday life get in the way. At Indigo Marketing Agency, we can take the burden of content production and marketing strategy off your plate. If you’re ready to start 2024 on the right foot with strategic marketing, attract and retain more A+ clients through custom marketing solutions, schedule your free consultation today.