Our financial adviser clients often pose this question: how do we attract readers to our blog and keep them engaged?
The sad truth is that not everyone who comes across a blog post is going to read it. Consequently, our suggestion is not to worry whether users read the whole article. The key goal is not to attract the masses, rather ensure maximum satisfaction for those who come to read your blog.
The advice we consistently give to our clients is to first and foremost attain an in-depth understanding of the audience they seek to connect with. Creating the right persona is key to running a successful blog and understanding who your readers are and what matters to them—their worries, needs and pains. Consequently, the focus must be on creating content that offers them tips, guidelines and actionable ideas that can be implemented to address their needs. However, the overall aim is to appeal not only to your aficionados but also to those who may never contact you but enjoy reading and sharing your expert advice.
An Emotional Investment
Our recommendation is to focus every blog post on how to reduce and perhaps even help stop your readers’ pains. When your content does that you have got your audience engaged. Ultimately, your audience’s engagement is a direct function of the emotional investment they make in reading your posts. You can foster their commitment by rewarding them with actionable ideas and suggestions they can put to good use over time.
Because the goal of having a blog is also to build a large audience, how then can an adviser attract and engage new readers? The fundamental idea that must be grasped here is that getting readers to read your entire blog post is not your first priority.
Experiencing Tactical Support
Every blog post ought to contain a central, compelling point. What matters is to give readers an experience of having come to a blog that consistently offers them the “tactical support” they need to address their issues. This in turn will compel them to share your insights with their family and friends and, ultimately, become your brand evangelists.
Your blog posts should be written in your own voice. It helps to create your specific style to which readers will grow accustomed and easily recognize—even if they do not read your post in its entirety.
Here are some tips and ideas that may help with your blogging activities:
- Grab Their Attention: The headline of your blog is the most powerful tool to get your readers’ attention. A significant number of people are attracted by headlines and are more likely to read them rather than your actual post. Seek to write headlines that are clear and easy to understand and avoid technical language
- Use the Inverted Pyramid Style: This style, also called front-loading, enables you to incorporate into the opening paragraph the vital details addressed in your post. It is a very effective blog writing technique, as web audiences tend to peter out after skimming the first paragraph.
- Easy Does It: Make it easy for your readers to understand and consume your messages. Use headings to help them decide if they want to read or scroll on to the next paragraph. Write in a crisp clear language and avoid dense paragraphs, as well as industry jargon. Well-formatted posts prevent readers from missing your key insights and ideas.
- Use Examples: Include in your blog real life examples. Use personal stories and anecdotes to facilitate understanding of complex concepts, ideas and strategies. Make sure to catch your readers’ attention by clearly stating what your product, idea or strategy does and give examples of how it has helped others.
- A Strong Conclusion: Failing to appropriately conclude your article will offer your readers very little incentive for engagement. The last paragraph of your post should feature a recap of the key takeaways and a call to action to solicit comments and/or inquiries.
- Be Social—as in Social Media: Make sure your blog features social media buttons that will enable your audience to share the posts they like. Also, make it easy for them to leave comments and/or pose questions by embedding in your blog a commenting capability, such as Disqus or IntenseDebate
Whether or not you are a blogger comments and questions are always welcome.
Claudio O. Pannunzio
President and Founder
Editor’s Note: Other Financial Planning Association content that may be of interest to you include:
- The results of the joint study by FPA and LinkedIn, “Communication Evolution: Financial Professionals and the Future of Thought Leadership and Social Media.”
- Pose a question to your peers on FPA Connect to see how they have had success with blogging.
- A Journal of Financial Planning 10 Questions interview with Brittney Castro, “Brittney Castro on Instragram, Periscope, and Why You Should Always Be Sharing.”
A non-FPA resource that is always helpful when it comes to writing tips is Susan B. Weiner’s Investment Writing site.