1.Blogging Generates Leads
When reviewing the analytics of advisor websites, the advisors who are generating leads are the ones that are actively blogging. Generating new leads and ultimately new business is always an advisor’s goal. Businesses using blogs as part of their content marketing mix get 67% more leads than those who don’t.
2.Blogging will grow your audience
Just because an advisor has a website it doesn’t mean visitors will come. Consider how will people find your website if it has not been updated in a while. Blogging allows advisors to grow their audience by sharing their new blog articles on social media and an email newsletter, new people can find and read advisor blog articles.
3.Become a credible and trusted source
When an audience sees and reads consistent new articles, advisors become a credible and trusted source. Over time, an audience can form a positive opinion and when it comes time to choosing an advisor. People typically buy from people they connect with and/or like over brands and companies.
4.Blogging is still top of mind for in-depth material
While there may be lots of buzz around other forms of content like video; when it comes to drilling down and providing in-depth detail on a subject, long-form content like a blog still performs well. It’s important to make content easy to skim because not everyone reads every word of a blog article.
Blog articles give advisors the opportunity to place call-to-actions within the articles which helps to generate leads. The goal of any page on a website or blog should be to keep a visitor on the website and push them to other pages; ultimately getting them to contact the advisor. The way to do that is to use carefully crafted call-to-actions to encourage people to continue to engage on your website.