Come up with a working title
Some writers get their best titles after they have completed their article. It’s a good idea to have a working title that helps you stay on topic. A title can be the single most important thing in your article. It is what will get people to click on your article and read it. If your title isn’t compelling enough, your readers will click on something else.
A successful title should include one or many of these characteristics.
You can use tools like Headline Analyzer or the Emotional Marketing Value Headline Analyzer to verify how compelling your headline is.
Hook readers in the first paragraph
The attention span of readers is shorter than ever so it’s important get their attention in the first paragraph but even better if you can do this in the first 2-3 sentences. Often people will use trends, statistics, facts to do this.
Some ideas for starting your blog post: A personal story; something controversial or surprising; an interesting statistic or fact; a thought-provoking question, etc. Is there something happening in the news that resonate with your audience?
Write the post
Most people will start here. They have an idea, open up a document and start typing. Without doing steps 1-6, you will be able to write the article but it might not be a quality article that your audience will want to read. Too often, people are clear about who they want as clients or who they are trying to reach but forget about them when the article is being written.
Throughout the process, ask yourself:
• What obstacles or challenges might my audience being trying to overcome?
• What information would be valuable to my audience?
• Is the tone and language being used going to resonate with my audience?
If advisors write with these questions in mind, the article will likely hit home and create a positive impression with your target audience.
Add quality images
If you think of an article you saw recently that didn’t have quality images, you probably didn’t have a positive impression. The article could have been providing the best content in the world but if the images are poor quality or don’t really fit, that will impact the ability for your article to be successful.
You might be wondering, where do I get quality images from? Here are a few websites that you can get quality images from for free or for fairly cheap.
Add a call to action
Throughout your article and more importantly at the end, include a call to action. What action do you want your audience to take? Do you want them to contact you? Is there another article you want them to read? Is there a page that outlines your services you want them to visit?
By adding a call to action, Hubspot found that conversions rates increase by 121%.
Edit Edit Edit.
You’re almost there. You have gone through steps 1-9 but don’t hit that publish button just yet. Before you publish and promote it to your audience make sure you take some time to edit your work. Revisit the title you wrote at the beginning, does it still fit with the content that was written. There are some headline analyzer tools, you can use to test your headline such as the one on CoSchedule or the one on Advanced Marketing Institute.
Have someone read your article. Sometimes, when writing an article it’s easy to get caught up in a train of thought or an idea that you have and you just start typing. That being said, it’s easy to make mistakes with grammar, spelling or the flow of your thoughts.
Once you’ve finished you editing process, it’s time to publish. The work doesn’t stop there. Now, you need to promote the article to ensure your target audience sees it and reads it. If you are on social media, be sure to share your article on these channels. If you have an email newsletter that you send to your prospects and clients, include your recent article in your newsletters.
If this process seems long, you could go ahead and write a blog post without any kind of strategy but how effective will that be? Just like when you advise clients about investing, do you tell them how to invest without any sort of plan? I didn’t think so.