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Why You Should Stop Blogging About Investing

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Why You Should Stop Blogging About Investing

September 30, 2014

by Megan Elliott

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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

Many advisors have embraced the idea that blogging should be part of their marketing strategy. Yet they often struggle to come up with new ideas for blog posts. After all, how many times can you talk about 401(k)s, retirement planning and diversification? There’s a lot to say about such worthy topics, but after a while, you could feel like you’re repeating yourself.

Worse, your audience may feel the same way and tune out.

Another reason advisors need to stretch their content muscles? Now that virtually every advisor is also a blogger, it’s harder to stand out. There’s no shortage of people expounding on financial planning and investing online, and unless you have a unique perspective, it can be difficult to make your voice heard.

Instead, write about your clients’ unique interests.

Get out of a rut

If you’re stuck in a blogging rut, one way to break free is to ditch the antiquated idea that just because you’re a financial advisor, you must write exclusively about financial topics. Broaden your horizons and you may find you have plenty of ideas – and that your clients and prospects are more engaged with your content. Plus, if they find that you’re offering new ideas and a fresh perspective, they’ll be more likely to read, share and engage with your content.

You’re more than a money expert

Your clients come to you for help with their biggest money questions. But you likely have areas of interest and expertise beyond finance and investments. You can draw on that seemingly unrelated knowledge as you develop ideas for blog posts. Movies you watch, books you read, sports you enjoy and places you travel can all provide inspiration.

Sometimes, you might be able to make a connection between the things you enjoy outside of the office and a financial issue that is important to your clients. Maybe a movie you just saw has lessons that could help people better prepare for retirement. Perhaps you can make a connection between last week’s big game and how you manage money for clients. The possibilities are endless.

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