Six reasons why content marketing matters – Part 2

01 August 2019 Myra Knoesen

According to an article on Advisor Perspectives, written by Crystal Butler, an entrepreneur, creative marketer and results-driven business consultant with over a decade of experience helping financial advisers, creating and sharing quality content is an essential element in successfully marketing your financial advisory business.

In part one of the article we looked at the first three reasons why content marketing matters and in part two we will look at the last three.

Stay in front of clients

“Content is the foundation of online marketing. It drives readers to your website and connects them to the information they need in order to make informed decisions about the products and services you offer,” said Butler.

“Adding content to your blog on a regular basis creates the opportunity for it to be shared on social media sites like Twitter, Facebook and LinkedIn, which drives more readers to your website. By blogging you keep your social media presence active without having to create a lot of other new content on a regular basis,” she added.

Improve SEO for your website

“Have you ever wondered how the pages that show up at the top of your online searches are selected? It boils down to Search Engine Optimization (SEO). By making sure that each page you add to your website has the right keywords, you improve your chances of having your business show up at that top of that search list and increase the traffic to your website,” continued Butler.

“There is a direct correlation between blog posts and web traffic with abrupt growth at 300 to 500 pages, and a huge jump at 1,000 pages per month. Every time you write a blog post, it's one more indexed page on your website, which is one more opportunity for you to show up in a search engine and drive traffic to your site,” she said.

“Content posted to your blog a month, a year or three years ago, it is not out of date. Quite often website traffic is driven by people finding older posts in their search engine request. The content you post today will continue to work for you long after you have forgotten about it,” emphasised Butler.

Make your firm more visible

“You are not the only financial advisory firm in your area. So how do you make yourself stand out from the competition and make important connections? In person, the answer is easy – you network and get involved in your community. But, how do you accomplish this online? Utilizing social media networks and social media content for financial advisers, you can share high-quality content as part of your strategy for staying visible,” she added.

“When you post links to your original content or share links to other relevant articles, you are getting in front of people and letting them know about you. As long as you keep the quality high and the topics relevant, you are continuously adding value to the people that see your posts. Hopefully, they will see this value and share it with their friends and family too,” said Butler.

“Regularly publishing relevant and helpful content to your website and social media pages must be an essential component of your marketing plan. Good content establishes you as an expert in your field, engages and encourages your prospects to opt-in to receive future communication from you, and helps new prospects find you by keeping your website front and center on social media and in search engines,” concluded Butler.

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