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  • Writer's pictureCharlie Van Derven


I’ve worked with financial advisors for almost two decades. Most of you understand the importance of creating marketing content, but a small percentage actually takes the time to do it consistently. I urge you to JUST DO IT.

For starters, blogging is a beneficial way to develop your brand and drive website traffic for conversion. Converting prospects to clients is, in large part, based on developing personal relationship and trust. Your blog is your voice that, when marketed correctly to existing prospects and market niches, demonstrates your expertise and instills trust in you as a professional.

In order to grab a targeted audience you need to appeal to them as you would in person: be frank, friendly, and most importantly, engaging. You want your custom content to turn readers into visitors and visitors into leads.

You may be wondering how to go about this if you lack a writing background and want to avoid hiring a ghostwriter, the key is to keep your posts short and sweet, or as famous Michael Scott would say, “Keep It Simple Stupid.” Be sure to keep your topics relevant and reoccurring, don’t go too long before you write your next post.

By setting up a blog pertaining to your business you are establishing authority within your market niche. In the beginning phase of your post be sure to establish credibility early on so you don’t leave your reader wondering, “why should I take advice from you?” The great thing about blog posting is the long-term relationship that develops into long-term results. The sixty minutes you take to sit down and write the post will generate response for weeks, even months with the right marketing effort. For example, the first day you market your post it may generate 200 views and 5 leads, and the next day 100 views and 2 leads. Within a couple weeks of writing the post, the search engines should have indexed the page and your social media profiles have provided all the traffic they will. When you find the fanfare has died, you better have another post ready to go.

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