Maybe you’re new to blogging. Perhaps you’ve been at it for a while, but are questioning whether you’re getting it right.

This guide explains what you must know to become a top content creator in the financial services industry.

Select a Compelling Topic

The first step in writing a blog post that financial professionals and investors will want to read is choosing a compelling topic. This might seem obvious, but identifying must-read subjects in the financial sector can be challenging.

Start by asking yourself:

• Who am I writing for?
• What financial topics and issues do they care most about?
• What value can I deliver through my writing?

Once you have clear answers, you will be more likely to come up with topics readers care about.

One other critical point to consider: Write what you know about. While it’s wise to create content based on what the people you’re targeting want, focus on financial subjects in which you have personal expertise. If you’re more of a financial planner than an investment manager, it’s probably better to focus more on bigger picture planning topics than investment performance issues.

Conduct Keyword Research

Do some keyword research to see what terms and questions people search for in your niche. Tools like Google’s Keyword Planner, SEMrush, and Ahrefs can help.

Look for keywords and phrases in your financial services space with relatively moderate-to-high search volume and limited competition. These keywords point toward topics that people actively seek information about that could be relatively easy to win at, providing your material an opportunity to rank in Google.

As you research keywords, check out the types of content and formats that perform well for those terms on Google. For example, some topics may lend themselves better to lists, articles, or step-by-step tutorials. This can help you figure out how to format your own content.

Audit Competitor Material

Check out competitor blogs and thought leadership in your space to see what topics they cover and rank for. Make a list of popular post categories and subjects to get a sense of what topics resonate with their readers.

Look for gaps in competitors’ content which you might be able to fill while providing a unique point-of-view. For example, if competitors are writing about the basics of retirement planning, stand out by taking a unique angle on it or going deeper.

Check Past Performance

Another thing to review when deciding on content topics is what has resonated with your audience in the past.

Start by checking the last one- or three-month performance of your content distribution channels, including social media and email. See which of your content earned the most clicks. It will indicate what topics your audience is interested in. Then check the results in Google Analytics. Reviewing metrics like time on page and clicks will show you which content your readers are not just attracted to, but also engage with and take action on.

Participate in Industry Forums

Spend time in online forums and communities related to your financial niche. Check out the types of questions people ask. They’re likely asking them because they can’t find the information they need online. It can help you identify knowledge gaps to fill through your content.

Take Advantage of Artificial Intelligence

We don’t recommend using artificial intelligence (AI) to write finished marketing or communication copy. However, it can play a valuable role in early content development. For instance, if you identify areas you want to write about but are stymied finding a fresh take, AI could help you come up with novel options.

Maintain an Idea Database

You never know when inspiration may strike. You could be watching YouTube, checking out a competitor’s blog, or meeting with clients and come up with an excellent idea for a piece. That’s why it’s a good idea to create a readily accessible spreadsheet to document your ideas as they come up. Make it accessible from your phone and other devices, no matter where you are. Consider using the same spreadsheet for your content calendar. It makes it easy to transfer your ideas and build them out when it is scheduling and content development time.

Write the Perfect Blog Post Title

Once you’ve come up with a blog topic, you must develop an attention-grabbing, compelling, and descriptive title. That’s a lot to accomplish in very few words.

Some experts recommend developing the title first before drafting any content. Others suggest doing so after creating the piece. A middle approach is often the best for most people. Start with a working title in mind that guides and shapes the development of the post. Then adjust the title as the piece evolves.

Your final title plays a significant role in whether people will choose to read your content. Here are some ways to optimize your blog titles:

• Use keywords. Placing keywords in your titles is a necessary component of on-page search engine optimization (SEO). Work your target keywords into your titles in a natural way. Doing so conveys to Google and other search engines what your content is about. If Google understands it, it is more likely to serve it up on search engine results pages. Just make sure you don’t use too many keywords in unnatural ways. It could seem spammy to search engines, sending the wrong signals.
• Keep titles under 70 characters. This count may seem extremely short, but anything over this limit could get cut off in search results. Keep your titles tight.
• Take advantage of numbered and listed blog titles. They tend to perform well because they set expectations for readers. For example, 7 Reasons to Start Saving for Retirement seems both comprehensive and manageable.
• Ask questions. It could compel people to click to find out the answers.
• Use brackets and parentheses. These forms of punctuation can add context and additional meaning to your titles.
• A/B test titles. Don’t get too attached to any title. It’s always possible to find a better one through testing.

Outline Your Blog Post

Once you know what you’re writing about and have selected a working title, you should determine the different sections of your blog post and the key concepts you want to include in each. Developing an outline will help you stay focused on the broad structure of your piece as you write and not get distracted by details during the development process. It will also ensure you deliver all the information readers expect in a logical way so you leave them satisfied.

A typical outline includes:

• An introduction that briefly explains what the blog post will cover
• Key sections (H2s and H3s) organized by topic
• The information that must be included in each section
• A conclusion that summarizes key points in the article and includes a call to action.

Using an outline can make the writing process more manageable. Although it may take additional time upfront, it will likely save it over the long term because it brings order.

Here are some tips to improve your outlining process:

• Leverage your keyword research to come up with subtopics to build sections around.
• Limit sections and subsections to three to five major points each. Otherwise, they become too complex for most readers and search engines to understand.
• Order sections in a way that tells a clear story that readers will be able to follow.
• Break complex topics into multiple, simpler ones.

Once you have an outline, you can start writing your blog post.

Craft Your Finance Blog Content

Now it’s time to flesh out your outline with interesting ideas, valuable advice, and meaningful stories. If you find writing challenging, here are some tips to make the process easier.

Find a productive work location

Where you write matters; it significantly impacts creativity, focus, and productivity.

Here are some ways to create a great work environment.

• Work in a clean, organized area reserved for writing
• Use instrumental music (no distracting lyrics) to block out noises
• Have water, other favorite beverages, and snacks on hand to avoid nagging thirst or hunger
• Keep a pen and notebook handy to jot down ideas — it can be less intimidating than staring down a big, blank, white screen.

Creating the proper writing environment can help you overcome writer’s block. If one space doesn’t work for you, try others until you find one that brings inspiration.

Churn out a fast first draft

Often, writer’s block is the result of a quest for perfection. What’s more important is to complete a draft — any draft. Then you can refine it from there. Push through to unlock your best ideas instead of self-editing at the start.

In short, allow yourself to write a mediocre initial draft without judgment. (It may not be as bad as you think.) It will give you a foundation to build a better piece out of.

Allow time to refine your copy

A common issue with newbie bloggers is trying to complete posts in one setting. The problem: It can result in severe burnout. Within a couple of hours, they find themselves confused and agonizing over details. It’s smarter to break a writing project down into smaller components over a longer time. Take breaks to refresh your brain, recharge, and regain concentration.

Everyone has different attention spans and concentration limits. Find the writing sprint cadence that works best for you.

Write in an authentic voice

Many financial bloggers make the mistake of copying other people’s writing styles. This is a significant error because it will come across as inauthentic to readers and likely turn them off. It could also read as bland and generic, which will not engage them, especially when they have countless compelling content choices.

Instead, writing in your unique voice — or your brand’s voice and tone is the best option.

The biggest breakthrough for most bloggers is when they start to write in their own voice or one that reflects the unique character of their business. Aim to write conversationally, like you were speaking with or emailing someone. This approach is likely to engage readers because it will feel like they are interacting with a friend who has an appealing personality.

Also, don’t hesitate to include your thoughts and ideas in your blog. It will demonstrate originality and expertise, and show prospective investors or advisors the value you can provide.

Never shy away from sharing your feelings and reactions related to a topic. It will differentiate you from other financial professionals. Include stories to bring your blog posts to life and make them more real.

Publish, Push Out, and Track Performance

Once you complete your post, it’s time to publish and push it out, whether it’s through social media, email, or another method. Then track the performance of your blog post. Find out how people responded to the title and description on social media, Google, or email. It will help you determine whether your article concept is of interest to your audience.

Then monitor online performance through Google Analytics and tracking software. Are people engaging with your post for as long as you would expect? Where are they dropping off? Are they taking the actions you expect them to take, like reading another blog post, visiting a landing page, or making an appointment for a consultation? Use the answers to these questions to improve your blog post and guide future writing efforts.

Even professional bloggers with extensive experience often need to revise posts after publication. Based on real-world post performance, they gain insights on how to improve their writing.

Crafting financial blog posts isn’t once-and-done. It is an ongoing process that involves improvement over time. If you want to blog for your financial services firm, you must commit to posting consistently and striving to get better at it over time. Don’t get down if your initial posts aren’t stellar.

Do you want to launch a content marketing program or take yours to the next level? Schedule a consultation with Dan Sondhelm to explore your options.