Your blog doesn’t have to be all business all the time, according to Richard Heft, co-executive director of Ext. Marketing Inc. in Toronto. Incorporating some fun and personal topics can keep your clients and other readers interested and engaged.
Adding personal content also shows your human side, says Andrew Broadhead, communications manager at Ext. Says Broadhead: “[It’s proof] you’re more than just a man or woman in a blue suit.”
Just remember to strike a proper balance between the financial articles and other topics. Stay professional with 50-60% of your total blog posts, Heft recommends.
For the rest of the time, here are three ideas to incorporate into your writing:
> Lifestyle
People love to read about sports, the arts and food. When writing on these topics, however, you should be reflecting your clients’ — and not your — interests.
“It’s really more about being relatable and understanding what your clients’ actual interests are,” Heft says. “You don’t want to write about fishing if none of your clients care about fishing.”
Whether you are communicating tips on retirement planning or a better golf swing, your blog should focus on solving clients’ problems.
You should already be noting your clients’ interests and extracurricular activities. You can use this information to inspire blog topics. So, if 60% of your clients own cottages, chances are stories about cottage life would be of interest.
If you are going to incorporate lifestyle ideas into your blogs, have those posts account for 10% of your published content.
> Charitable endeavors
Tell your clients about your philanthropic efforts. Expressing your interest in a particular charity or cause is especially helpful if you’re in a smaller community.
You can connect your name to an initiative that other community members are likely to know about, says Heft. And it will demonstrate your interest in getting involved in your community.
Keep your articles on charity to 10% of your total blog posts.
> Guest columnists
Invite your centres of influence (COIs) to contribute to your blog. Accountants, lawyers and local business owners, for example, probably have tips that would be of interest to your clients.
When you invite COIs to share their expertise with your clients, you are offering those professionals an opportunity to expand their networks. So, the owner of the local gym can reach your clients with an article on shaping up for the summer. In exchange, she may invite you to share your financial planning ideas with her audience.
Your reach can extend even further if your COIs have a devoted following to their own blogs or on social media.
“In the past, you would have gone into your local bake shop and put your business card on a cork board and hoped someone would call you,” Heft says. “[Guest blogging] is that, times a million.”
Make sure you plan your guest-blogging schedule six months or a year ahead, Broadhead says.
Guest columnists should account for 20% to 30% of your blogging content.