Blogging in the financial service space is coming of age and has been the focus of some considerable attention lately.
One of the foremost thought leaders in blogging for financial professionals, Stephanie Sammons of Wired Advisor, wrote a great post focusing in on THE reason that blogs and bloggers fail in her experience. The answer? They quit too soon. According to Sammons, a content marketing strategy with a blog at the centre of it requires at least 12-18 months of dedicated posting and crafting of high quality content before any real ROI is apparent.
Anyone who follows Michael Kitces’ successful blog Nerds Eye View has asked themselves this question at least once before: How does one man do all that??? Kitces is a superhuman force of nature when it comes to creating quality content for his blog. I don’t know how he does it, frankly. But it’s awfully impressive.
Kitces wrote a great post recently, sharing his most valuable blogging lessons. Here’s my shortened version of those lessons:
- Don’t quit. (See Steph Sammon’s article above.)
- Start collecting email addresses ASAP. Building an email subscriber list is key to developing your online audience and generating ROI.
- Focus on a niche. You can beat the big publishers by being great at something very specific.
- Don’t quit. (It’s kind of important.)
- Social media engagement can be an effective media/PR strategy. The media loves social media, so building your online profile attracts media attention.
- Write content that solves customer pain points and problems. Helping is the new marketing.
- Give away as much information as you can; there is value in implementation. Think of the music business today: low cost or no cost recordings are used to drive live performance-based revenue.
- Think of your business website as a filter for screening out inappropriate prospects. It’s a powerful business tool, not a brochure.
- And remember, don’t quit. It may seem like no one is paying attention – and they won’t at the beginning – but if you are committed to investing in quality content, your audience will find you.
If you want to see what the top advisor blogs look like and who produces them, check out Kitces’ list. Spend some time on these sites and you will see the future of financial information: quality insights from thought leaders published on their own digital platforms for their own audiences. If I was a financial media publication, I’d be scared. Very scared.
Finally, in coming weeks I am planning to review Susan Weiner’s Financial Blogging ebook. I will be surprised if it’s not jam-packed with practical insights because Susan is a consummate blogger in the financial services space and knows her stuff. In the meantime, you can check out her site on investment writing.
Credit: “Blog” photo by www.manoftaste.de.