Why Quality Content is Important to Financial Advisors in 2017

By now, most business owners understand that blogging is vital if you want to attract customers. Via blogging, you also create opportunities to engage with people, both new and existing customers. In addition, there are significant opportunities to have your content shared. This will increase your brand awareness. Done right, it could help establish you as a thought leader, too.

It’s not enough to blog to achieve any and all of these outcomes, however. You not only need to blog regularly but you also need to blog well.

If we consider how Google examines pages, and we should, every piece of content you create should help to establish your expertise, your authority, and/or your trustworthiness. Google ranks Page Quality by considering how much time, effort, expertise, and skill went into making the content, so don’t hold back.

Creating quality content means creating content that your potential customers want. Therefore, your first step should be to find out what your target audience wants to know and how they want it.

Here are some content ideas and types to think about as we move through 2017.

YouTube

This video sharing platform has more than one billion users. That’s a lot of potential customers. Video is an increasingly popular form. It allows businesses to be personable, which makes it is ideal for building relationships with clients.

You might try using video to introduce your business. Perhaps give viewers a behind-the-scenes look at your day, or answer frequent financial questions in one or more videos. Keep your videos short and to the point, and they can be high-quality products. Their popularity makes them great aids to SEO and they make it easier for you to connect with clients.

Live Streaming

Like video blogging (or vlogging), live streaming offers you the opportunity to engage directly with clients, only in real-time. Facebook Live and Periscope are still relatively new on the scene, so they may present a good opportunity to be among the first financial advisers to use the technology to reach an audience. This could set your company apart from the crowd, positioning your business as innovative, forward-thinking, and in-touch with what customers’ demand.

Animated Videos

These videos are a great way to engage with your audience. They can be fun – something that might not normally be associated with financial advice, but nonetheless welcome, as long as you maintain your authority. They are also good for presenting complex information in an accessible and digestible format.

As ever, your video should be brief. Keeping it to the point will make it more shareable and you won’t risk challenging the attention span of potential clients.

Infographics

Like an animated video, a quality infographic can present useful information very effectively. They are attractive, communicate messages quickly, and are immensely shareable.

Podcasting

If you want to increase the visibility of your brand, podcasting is a popular medium. Since a podcast is a solely audio medium, allow your personality to come through and keep energy levels up to maintain the interest of listeners.

You don’t have to do all these things, but incorporating a few of them will help you reach more customers and provide them with value. Don’t fill your site with these elements just because you’ve heard that they are popular. Every piece of content you create should have a purpose and it’s not finished until you’ve nailed it.

Whatever content types you prioritize, focus on your customer and their experience. Make your content unique and specific. And take the time to explore your subjects thoroughly. While you need to keep one eye on your search rankings, try to create content that will give your visitors a valuable user experience.

Using these types of content will help you to make your content more engaging. A website is not a digital billboard. You want your customers to interact with you. If you are a financial advisor, this is especially true. Encouraging interaction will give you the opportunity to provide added value that your visitors are not receiving elsewhere.

A checklist for assessing the quality of your content

When what your customer wants matches the purpose of your content and its type, you have the core ingredients for quality content.

Use the following checklist, which is based on Google’s quality assessment priorities, every time you create content for your financial services website in 2017.

  • Does the information presented appear to be trustworthy? Why? Why not?
  • Does the content appear to have been created by an expert or is it shallow?
  • Does this content already appear elsewhere on the site, even with slight keyword variations? If so, can you differentiate it further?
  • Would you feel comfortable giving your credit card information to this site?
  • Are there spelling, stylistic or factual errors? Eradicating these whenever you spot them is a good way to boost your site’s quality overall.
  • Does the content address customers’ needs or is it geared more towards search engine rankings?
  • Does the content contain original information, research, or analysis?
  • Does your page provide good value when compared to other pages suggested by search engines?
  • Does the content present both sides of any discussion or argument?
  • Is this the sort of content that you’d bookmark, share, or recommend?
  • Could the content stand up to being printed in a magazine, encyclopedia or book?

The old saying that content is King still rings true. In today’s marketplace, however, it’s worth extending this sentiment.

If you want your financial business to thrive, remind yourself that “Quality content is King.”

Use the ideas in this article to ensure that your content is as good as it can be. Your time and effort will be rewarded with more engaged customers, more conversions, and more business success.

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Dan Stark is the Managing Partner/Director of Business Development at AltaStreet Financial Websites & Marketing. AltaStreet has created over 1,000 Custom Websites since 1998. AltaStreet is known for their High Level of Custom Design, Development and Automation Technology for the Financial Vertical.

Get in touch with Dan by email: dan@altastreet.com

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