What Financial Planners Should Blog About to Get Leads


In the financial management space, almost every CFP® professional has sectioned off an area of their website for a financial planning blog. But are they making the most of it? For most financial managers with a dedicated blog, the answer is no.

Blogs have come a long way from their early days as online diaries. Unfortunately, they are often misused and underutilized, with business owners not employing best practices to see the highest return on them. By pumping your firm’s blog with valuable information to answer the burning questions of your target audience, you could turn your blog into a finance lead generation magnet. As someone who works with financial planners on marketing their authority and business, I’d like to share a list of SEO-optimized, industry-relevant topics in the financial planning field that I believe can bring you attention, traffic and business.

Creating blogs for financial planners usually has two central hurdles. The first hurdle is coming up with what financial topics to blog about. What will bring high- quality leads to your site? The second hurdle is how exactly to optimize your blogs for search engines. SEO is a nebulous and confusing territory for many business owners, but it is easier to master than you think. The topics we’ve brainstormed for you are already search engine friendly.

To help jump start your financial planning blog, I’ve done a little bit of the legwork for you, offering blog topics to cover questions your target audience probably wants answered. Use your insider knowledge to give them candid advice about how to choose the best CFP® professional, or general advice about their finances. You’re more than welcome to plug yourself at the end with a call-to-action.

19 Blog Topics for Financial Planners

Here are some blog post topics to get you started:

  1. X Questions You Need to Ask Your Financial Planner
  2. X Mistakes to Avoid When Choosing Your Financial Planner
  3. Your X-Step Checklist When Picking A Financial Manager
  4. The X Types of Financial Planners You Need to Know About
  5. How to Choose A Financial Planner Who Won’t Rip You Off
  6. How to Negotiate A Lower Interest Rate
  7. 10 Things You Never Knew About Estate Planning
  8. Why You Should Never Ever Only Pay the Minimum Payment
  9. Private Annuity 101
  10. Everything A Millennial Needs to Know About Their New 401K
  11. The Top 6 Things You Forgot to Consider While Planning Your Retirement
  12. This Is the Most Important Conversation to Have With Your Spouse About Money
  13. The Only Checklist You Need Before You Start Stock Trading
  14. How to Raise Financially Responsible Children
  15. The Top 5 Retirement Secrets You Aren’t Supposed to Know About
  16. Everything You Need to Know About the Financial Side of Divorce
  17. What To (Financially) Expect When You’re Expecting: Financial Tips For New and Expectant Parents
  18. 5 Ways to Minimize Financial Conflict Between High Net Worth Couples
  19. Top 5 Financial Hacks for New Entrepreneurs

The quality of your content matters because Google factors in how long people stay engaged on your website. If you write pure fluff and the user bounces quickly, this will hurt your SEO. Keyword stuffing won’t save you. Therefore, if you can provide your reader with an excess of useful information, maybe even amuse, engage with, awe or inspire them, you stand a far greater chance of keeping them on your page, possibly even sharing your content with their immediate audience. Consider your target audience for each blog. Some may be more general, while others cater to a specific demographic.

When coming up with future topics for financial planning blogs, remember the following:

  • Think from theirperspective, not yours. You already know everything there is to know about 401Ks, trust funds and estate planning, so the questions that your audience has may not be immediately evident to you, even though you have the expertise to answer them. Client questions during initial consultations can be a goldmine for topics you could commission a blog about.
  • When blogging answers to their questions, hold back just enough information that the reader is compelled to reach out to you to learn more.
  • Position your blog as a knowledge bank for people with burning financial questions to find smart, simple answers that establish you as the expert in what they need to know.
  • If you hand the blog off to a staff or freelance writer, be sure to have a chat with them on each topic,so they can jot down notes on all your unique insights into these topics. Anecdotes do great! People learn by example, and stories to illustrate the point are naturally engaging.
  • When you think of a topic, search it in Google, then consult Google’s search phrase suggestions for alternate ways you can phrase the topic or question,then lace those alternate phrasings through the blog. This helps SEO.

If the thought of writing your own blogs seems daunting, you’re not alone. And that’s to your advantage. Most often busy professionals don’t blog because they see it as a hassle—one more thing on their to-do list. By altering that perspective and seeing blogging as a lead generator—a business builder—you give yourself an advantage over your competition.

Adam Witty

Adam Witty is the founder and chief executive at Advantage|ForbesBooks, the authority marketing specialists and the co-author of Authority Marketing: How to Leverage 7 Pillars of Thought Leadership to Make Competition Irrelevant. Working with business professionals to elevate their brands and grow their businesses through publishing, he has built the company into one of the largest business book publishers in America, serving over 1,000 members in 40 U.S. states and 13 countries.



2 thoughts on “What Financial Planners Should Blog About to Get Leads

  1. Pingback: Five Little Things for Your Monday: July 30, 2018 – Twenty Over Ten

  2. Thanks for sharing this list of topics Adam. Really useful. But content may not always get you leads at a speed your business demands. In that case if you want to do lead generation in a quick manner, then I’d recommend email extractor chrome tools. They are great at collecting 1000s of email leads within few minutes from various websites and resources. Have been using them for a while. Very useful imo!

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