Independent Financial Advisors – Stop Blogging About Finance

Independent Financial Advisors – Stop Blogging About FinanceMany financial advisors have embraced the idea that blogging should be part of their marketing strategy. Yet, many struggle to create a steady flow of compelling blog posts. This isn’t surprising. How many times can you talk about 401(k)s, retirement planning and diversification? Sure, there’s a lot to say about these topics, but after a while, you may feel you’re repeating yourself. Worse, your audience may feel the same way and simply tune out.

What to do? Stop blogging about finance! There is no rule which says that because you are a financial advisor, you must only write about investment, retirement planning and money. Broaden your horizons and you may well find you have plenty of ideas and your clients and prospects are more engaged with your content. Plus, if they find you’re offering new ideas and a fresh perspective, they’ll be more likely to read, share, and otherwise engage with your content.

Not sure if you are ready to go off-topic? Then consider writing blogs with a financial angle. Great blogs can include how to save at the grocery store, how to earn extra money in your spare time, or how to start a side business. There is also the opportunity to connect something you did outside of the office with a money lesson. For example, a movie you saw which can help people better prepare for their own retirement.

When going off-subject with your blog, think about your clients’ interests and what they care about. Maybe your clients are getting ready to send their children to college. Here’s an opportunity to write a series of blogs covering everything from preparing for an empty nest, to sharing your own experiences in sending a child off – or being the child that left, if you aren’t married with college-aged children.

If your clients are working women, consider topics on mid-life career changes or balancing work, family and home. If you work with Gen X clients, why not blog on whether going back to school for a new degree is a good investment or how to take a mid-career sabbatical to travel or explore other interests?

Finally, share yourself. Blog about: a trip you took and why you recommend it; a book you read; or even an experience you had shopping for a car and lessons gleaned from the experience. Maybe you went to a fun event on the weekend. Why not posts photos and write about the event?

Creativity takes some time and it takes thinking outside the box. Remember, not everything you write needs to lead back to finance.

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