A Beginner’s Guide to Creating Content (Part 2)

Well Said Content Guide
Welcome to part two of Creating Content: A Beginner’s Guide. In part one, we discussed what to write about and where to find ideas. In part two, we’ll dive into keeping content fresh, staying inspired when you think your topic is boring, and creating the right content for your audience.

Once you’re started on the path to creating content regularly, you may run into some new challenges. You may start wondering about how to keep content fresh and exciting for clients. We all know that finance can get a bit boring (never!) and you can easily run off into too much technical industry focused jargon that may be hard for your clients to understand. So how do you keep things fresh, bring inspiration to a boring topic and ensure you’re creating the right content for your audience?

Let’s get you on the right path. Ready to get started?

Keeping your content fresh

Confused? You might be. Are you wondering why you have to keep content fresh? Or how could something you write on the internet have an expiry date like a carton of milk. Well, it can.

Imagine for a moment you are your client. Go on and step into their shoes. What would you want to read about? What kind of help would you be looking for? Would you be interested in current financial trends and news or would you want some how-to advice mixed in there too? See where I’m going with this? Great.

Although you can base some of your content marketing strategy on newsjacking (responding to current events in the news), if you’re just starting out, you’ll want to create some cornerstone content for your audience. That way, your site will be balanced between current newsworthy topics and cornerstone content that will last a long time. In between all those changes in financial industry changes, you’ll want to include articles on How to Invest, Estate Planning 101, or Why your financial advisor wants you to get a will, to not only please your clients but keep the Google Gods happy. Yes, even Google has a say in your content freshness.

Cornerstone content is built on two factors: usefulness and relevancy to your readers. Think of it as what your clients will need to know to make use of your website and to do business with you.

The best way to ensure you’re keeping content fresh is to have an editorial calendar for the full year. Build yourself a calendar of events that are important to the financial industry, making sure to include important dates for both yourself and your clients. That way, you’ll keep a balance between current events and useful cornerstone content.

Inspiration for boring industries

As an advisor, you love all things finance. You could talk wealth management strategies all day, am I right? You know every industry term and acronym like its your holy grail. So rock that! There are clients in your audience right now that are very much like you and nerd out over the same things you do.

Many people believe that anything other than celebrities is not exciting and that it’s difficult to write about. Not so! Take your love and expertise for finance and create content around that.

  • 9 Money Goals to Help you Retire Well
  • Book Reviews – Top 5 Books to help you reach your Personal Finance Goals
  • How to avoid a financial nightmare during divorce
  • How to hire a financial planner
  • Where to invest when savings rates are dismal
  • How to keep the tax man from taking a chunk of your RRSPs

These are all interesting topics for the right audience. If you’re still stuck for interesting ideas, sit down, put yourself back in your clients shoes and brainstorm a new list of ideas. Keep an open mind and look for different questions a client may have about an area of finance.

Providing value for your audience with the right content

Creating the right content for your audience goes back to square one: your business plan. When you made the decision to start a business as a financial planner you probably sat down and created a plan that included who your target clients would be, the competition and trends in the industry.

You can use all your research to shape your ideas around content.

Building Personas

It’s always easier to create and target your content if you have an idea of the person you’re writing for. Creating personas or basic sketches of your target audience will help you create content that will connect with your audience.

Start with the basic demographic information that you used in your business plan then expand into what their pain points and goals are. For more on how to build a persona, read Why Buyer Personas are Key to Your Content Marketing Strategy.

Anything you can do to understand your audience will put you miles ahead in planning and creating content.

Having a plan for your content just like you have a plan for your business will keep you creating engaging content that your clients will enjoy sharing.

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