The foundation of every successful content strategy is planning, and putting your plans into a content calendar—one that is flexible enough for you to adjust your posting schedule to include trending or emerging news.
When generating content, here are some tips:
1. Write to your audience.
Whether you deal with high-net-worth individuals or new investors, the subject of money can be serious stuff. So it’s a natural tendency to gravitate toward a serious tone in your content, but it may come off as dry. Remember that what matters most is understanding your target customer’s backgrounds, goals and challenges. And the value of content, even about an important topic, also shows through an approachable writing style from a source that can relate to the need. Try writing in a lighter tone to make blog posts more engaging.
Not sure who your target customers are or want to revisit them? Download our handy buyer persona eguide.
2. Avoid industry jargon.
Even if financial terms and acronyms roll off the tongue, there’s a time and a place. Jargon can be confusing and off-putting, and make your business seem inaccessible, especially when you’re trying to appeal to clients who want to become more educated about their finances. Take the rapid growth of companies such as LearnVest as a great example of one that has built its business on helping customers better understand their financial options and plans.
3. Use and cite credible sources.Backing up your content with credible sources is a helpful way to provide support to the point you are making. In the world of online content and inbound marketing programs, sources can be linked, adding even more value when they help increase traffic to your page. Whether you use a stat from a recent study or overview a new regulation, citing sources builds trust and provides a trail that readers can follow.
4. Tap into your team’s knowledge pool.
Be sure to cast a wide net to create your content calendar. Your colleagues are an excellent source for generating ideas based on their unique experience and industry knowledge. Everyone can be a thought leader, each with insights to share on financial trends, investment philosophies, planning practices and more. You’ll not only reach and attract a diverse customer and prospect base with different content contributors, you’ll empower your team plus share the workload of maintaining your online content.
5. Share on social.
Expand your following by sharing your content on social media. In addition to regular blog posts, the targeting capabilities within platforms such as Facebook and LinkedIn are getting more sophisticated. With LinkedIn Sponsored Content for example, you can target very specific audiences according to criteria such as skills and groups.
Creating engaging, understandable and credible content is not only a best practice for reaching customers and prospects, it puts you one step closer to launching a successful inbound marketing campaign for your organization or institution.