Blogging creates more online visibility, which means more customers will find your financial products and services in their online searches. But let’s cover the fundamentals first.
What is blogging?
Blogging is the creation of short-form content. You write and then post a blog post to your website’s blog section relating to your industry. Blogging is a way for your to showcase your expertise, or to position yourself as a thought leader by commenting on industry news or trends. While not a hard-sell, blogs are also a way to subtly incorporate your products and services in a broader context.
If you’re in banking, you might talk about savings tips, or how credit works. If you’re in investments, you’ll write about investment best practice, and current trends in investing. You can also write about saving for retirement, or the benefits of having a pension fund.
And online visibility?
Online visibility is exactly what it sounds like — being able to be found and be seen on the Internet, whether your company information or financial services content pop ups on search engines, on social media or even via other blogs.
Are you ready to blog? Here are our top five tips:
- Spend time researching your buyer personas
Knowing who your buyer personas are, is key. HubSpot defines a buyer persona as follows:
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
If you’d like to know more about creating your buyer personas, we’ve created a great guide for you.
If you don’t know who your ideal customers are (their interests, backgrounds, goals, challenges), it’s difficult to create content to attract those types of people at the right time. You want to be targeting them with the right financial products and information, so research your customers and speak to your employees who deal with the public, and you will nail those buyer personas.
- Create a content calendar, but remain flexible
It’s important to plan your content in advance. However, it’s equally important to remain flexible so you can deliver commentary or content on an emerging news story or trend. Create alerts and choose keywords relevant to your industry, and keep an eye out for newsworthy pieces your buyer personas will find interesting. Remember, you can also newsjack news. Both industry and non-industry — if it’s relevant to your buyer personas.
Avocado toast is a prime example of newsjacking.
- Avoid financial jargon
Jargon is confusing. Your customers might even find it off-putting. Write your content in an accessible way that’s easy-to-understand. This doesn’t mean sloppy English or slang, though.
- Cite credible sources
Link back to credible sources if you’re referring to trends, statistics or legislation. It shows that you’ve done your homework, and adds credibility to what you’re saying.
- Tap into in-house knowledge
There are people in different departments within your company who have a wealth of knowledge about your industry, clients, trends and insights. Make sure to tap into that wealth of knowledge and fill the knowledge-gap. If these oracles don’t have the time to pen down their wisdom, interview them, and record the interview. Then you can turn the interview into great content!
Follow these five steps, and you’re sure to ace business blogging!
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