The competition for advisors’ attention online has never been higher, which means that for your blog posts to be effective, they have to stand out from those of other asset managers. Although there is no one-size-fits-all formula for a great post, there are certain elements that all successful blog posts share.
1. Eye-Catching Headline
The headline of your blog post is the first thing advisors notice, and it should grab their attention. Your headline needs to be creative and informative. It must have a clear and concise call to action. Your headline should outline the post's value and encourage the reader to click through.
2. Compelling Intros
The introduction to your blog post should give advisors a preview of what’s to come and convey the overall message the post contains. Your intro should provide an exciting and engaging way for them to dive into the content. The introduction should be concise, well written and should entice advisors to continue to the body of the post.
3. Comprehensive Listicles
Simply put, a listicle is an article written in list format. Listicles are one of the most popular types of blog articles, and for good reason. They’re easy to read and understand and provide the audience with a comprehensive look at a specific topic. For asset managers, great listicles tend to go beyond surface-level explanation and instead provide advisors with an in-depth look at each point outlined within the post. Each point should also provide actionable advice advisors can use to elevate their business.
4. Featured Snippets
Featured snippets are small snippets of text or images that appear at the top of Google search engine results. These snippets are designed to give users a concise overview of the content within the post. Having your post feature a snippet is a great way to improve your search engine optimization (SEO), as it can increase your page views and drive more traffic to your blog. Additionally, having your blog post appear in a featured snippet is a great way to boost your name or brand recognition.
5. Scannable Sections
Most online users are skimmers and scanners, meaning most advisors won’t read through long, winding paragraphs. Instead, use outlines, subtitles, and bulleted lists to keep them engaged and make your post scannable. Additionally, use keywords and bold font for emphasis points to help them quickly skim through the text and find the necessary information.
6. Visual and Interactive Sections
Interactive and visual elements make your posts more engaging and appealing to readers. Visual elements such as images, infographics, charts, and videos can draw advisors into your post and make the content easier to understand. Additionally, interactive elements such as polls and quizzes make it more likely they’ll interact with your post and engage with your content.
7. Objective and Never Salesy
Finally, all great blog posts are persuasive but never pushy. Your post should provide advisors with an objective look at the topic and allow them to draw their own conclusions. To ensure your blog post never feels too promotional, use plain language, facts, and figures to provide an unbiased look at the subject.
By following these seven tips for creating great blog posts, you will be able to engage more advisors and keep them engaged with your content. In addition, having a well-crafted blog post following the guidelines outlined in this article will improve your SEO, boost your credibility, and help you create engaging and impactful content.
For additional insights into how to elevate your content and become a valuable resource for advisors and prospects, download your complimentary copy of How to Craft Effective Content Marketing for Financial Services.
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