You can learn blogging lessons in some of the strangest places. Hit the arrow on the image below to play the slides and hear the audio.
You can learn blogging lessons in some of the strangest places. Hit the arrow on the image below to play the slides and hear the audio.
If you ever run low on blog post ideas, a wacky days list may solve your problem. You can use the list as the basis for brainstorming exercises. Whether it’s Employee Appreciation Day or Be Nasty Day, it’s amazing how a holiday calendar can spark ideas for your financial blog.
The titles of some days may lead directly to blog post ideas. For example, Employee Appreciation Day made me think of:
Some of the calendar days may trigger personal memories that you can use to make a point for your readers. Let’s take National Frozen Food Day. You have a blog post if you remember the great “deal” on frozen food that went bad when you didn’t have enough room in your freezer. There’s a lesson about false economies.
Plant a Flower Day could serve as a metaphor. You can suggest steps that your clients can take that will brighten their financial lives as a flower might brighten their gardens.
How do you use holidays or named days to inspire your blog’s editorial calendar? I’d like to hear from you.
Image courtesy of MR LIGHTMAN at FreeDigitalPhotos.net
I invited Jim Blankenship of Blankenship Financial Planning in New Berlin, Ill., to participate in a Q&A about his blog because I was struck by the depth of material on his blog. When I tweeted a question to him about his blog post explaining the file-and-suspend strategy for Social Security, he quickly tweeted back with a link to a blog post answering my question. I imagine it’s powerful to have this kind of information easily accessible.
This is the second in a series of Q&As with advisors who blog. The first was with Michael Kitces of Nerd’s Eye View. If there are other advisors whom you’d like to hear from, please let me know.
Q. When did you start your blog, Getting Your Financial Ducks in a Row—and how did you choose your focus?
A. When I started in April 2004, I was sending a paper newsletter to my clients (first quarterly, then monthly), so I just took the newsletter articles and blogged them. In late 2008, I started specifically writing articles for the blog.
I focused first on tax laws and IRAs because my clients had specific questions about these areas. A bit later, I added the Social Security focus. I have focused on these three areas since then, but always writing for my audience’s interests. When they send me questions outside of these three areas, I write about them as well. Sterling Raskie joined the firm in 2012, and one of his primary areas of focus is insurance, so he’s been writing about that quite a lot.
Q. How has your blog brought you new business or improved your existing client relationships? Please explain and quantify, if possible.
A. It’s rare these days to have a new client come to me who has not read either my blog or syndicated articles from it. My articles are syndicated on sites including Forbes.com, TheStreet.com, Morningstar Advisor, and FiGuide. The great benefit is that folks who’ve read my writings already understand much about how I work, who I am, and my areas of expertise. In addition, from having read my articles, there is a level of trust already built into the initial conversation.
This has helped with long-distance relationships, which have increased significantly over the past two to three years. We now routinely have clients that we exclusively work with long-distance. They account for something like 40% of new clients. In contrast, prior to starting the blog, long-distance clients only came about when someone local moved away.
Q. What blogging techniques or topics have most helped your business?
A. The blog’s niche focus on taxes, retirement plans, and Social Security has reinforced the fact that we’re experts in these areas.
Keeping to a schedule has also helped. I started with a haphazard approach to blogging, without any schedule. I soon recognized that I needed to be more consistent in my blogging efforts, so I set the goal of writing three articles per week, one on each of my focus areas. Sticking with this schedule has helped me to manage the time to blog, as well as letting my readers expect a level of activity. As with all things that take time, you will make time for the things that you put a priority on, and I have (since late 2008) always put a priority on keeping that schedule.
I maintain lists of topics to write about, spurred by reader questions, real-life client situations, and articles I’ve read, so I never run out of things to write about. Sometimes the mix of topics differs week-to-week, but the primary focus areas are still represented in my writing.
Q. What are three of your favorite—or most effective—blog posts? Provide the titles, URLs and a comment about why you included them.
A. I don’t really have any favorites. Here are three of my articles that have had the most hits.
Charitable Contributions From Your IRA – 2012 and Beyond — this explains how the elimination of the Qualified Charitable Contribution option changes the tax effect of making contributions to charities from your IRA. Of course, the tax law was extended, so this now applies to 2014 now—until the law is extended again.
The File and Suspend Tactic for Social Security Benefits — as the title suggests, this is a straightforward explanation of the tactic.
A Little-Known Social Security Spousal Benefit Option — this explains the option where a higher-wage-base spouse files a restricted application to receive half of his or her spouse’s benefit at Full Retirement Age, but delays filing for his or her own benefit to age 70. Not many folks understand this one, so I’ve written several articles to help explain it. I still get questions every week.
Q. What’s your best tip for advisors who blog?
A. Just do it. It’s not rocket science. Find your focus, be consistent, and put a priority on writing, even if it’s once a week or once a month. Over time, this will build up to a significant body of work that potential clients can refer to, and it will make a difference in how you interact with people.
In addition, use all of the tools available — Twitter, Facebook, LinkedIn, Google+ and Pinterest — to promote your blog posts. Explore using various plug-ins to your blog to push out your articles, such as RSS, email subscription, and automatic tweeting. These free tools are worth their electronic weight in gold, in terms of promotion and reaching out. Answer questions via each tool, and strike up conversations.
Track your traffic – you can’t know if you’re getting through if you don’t track it. I use a combination of Google Analytics, WordPress statistics, and Bing webmaster tools to track traffic.
Always respond to comments on your blog posts in a timely fashion — this keeps the conversation going beyond your initial writings. It’s no different from returning phone calls.
Some bloggers have made their reputations by writing long, thoughtful posts. Their only problem? They’d like to post more frequently, but long posts take too much time.
“Is it okay to alternate short and long posts?” That’s the question one of them asked.
There’s no law against it. Blog posts can run any length. However, if you’re known for in-depth posts, I like the idea of managing readers’ expectations by telling them that you’re alternating short and long posts. The folks who enjoy the long ones will know when to visit your blog. You may pick up new readers with short attention spans with your alternate posts.
If the contrast between your short and long posts isn’t great, you don’t need to say anything. The length of my posts varies greatly, but I haven’t remarked on that until today.
Image courtesy of Grant Cochrane / FreeDigitalPhotos.net
The triangular spikes that studded the tree’s bark caught my eye along the Costa Rican trail. They’re the spiny cedar’s protection against sloths who would scale it. When you write, please don’t put spikes on your text. They’ll turn away the time-pressed readers who are your sloths.
In many cases, the spikes in advisors’ writing are ten-dollar words: fancy-schmancy jargon or Latinate words that could easily be replaced by plain English.
For example, I’ve long disliked the word “mitigate,” as I wrote in “Can you make a case for mitigate?” “Financial writers clinic: Getting rid of ‘mitigate,'” and “BNY Mellon: I liked your ‘truth ad’ until you used that word.”
By the way, if you’d like to see a genuine spiny cedar, my husband and I took this photo on the Teak and Canal trail of Hacienda Baru on Costa Rica’s Pacific coast.
The Q&A format has its uses. An FAQ section covering frequently asked questions belongs on many websites. However, this format should be used sparingly for articles.
Unlike articles, FAQs are meant to be searched or skimmed for one question, not read word-for-word. Their readers seek answers to specific questions or solutions for problems, such as “How can I fix it when I get Error Message XYZ?” An FAQ may include many questions, but the reader is interested in one—or only a few—Q&A pairs.
The Q&A format makes it harder for readers to grasp your overall message than with an article. A traditional article can offer an introduction, headings, and a skilled writer’s transition between topics.
The Q&A format works best when your interviewees know how to hit your readers’ hot buttons, and they’re articulate. You can’t count on finding that in every interviewee.
When you choose a Q&A format, you deny yourself the use of paraphrasing. As a reporter, I learned that only lazy reporters always use direct quotes. Paraphrases, which restate what your source said, can be more economical and effective. Plus, a colorful quote stands out better against a background of plain vanilla text.
A Q&A format works well when you
I’m curious to learn what you think about the pros and cons of the Q&A format. If you’ve used it effectively, feel free to share a link.
When she started her job, Margaret Sullivan, public editor of The New York Times, set herself three goals that can also apply to advisors who blog for their firms:
The goals need some tweaking for advisors because, as Sullivan explains in “My Turn in Between the Readers and the Writers,” “…the public editor’s job is to serve as an in-house critic as well as the readers’ advocate in matters of journalistic integrity.” To make her goals relevant to advisors, I put my own spin on each of her three rules below.
A blog that focuses only on boosting your firm and its ranking in Google and other search engines won’t do you much good. Readers who aren’t engaged by your content won’t stick around. They’re not likely to become clients either.
Your blog should focus on providing useful information on topics that your clients and prospects care about. Write in plain English so they can understand you.
Sullivan starts her section on conversation by saying, “Journalism, these days, is no longer a one-way proposition, with celebrated news organizations handing down the news like Moses with his stone tablets.” Advisors aren’t Moses either. Plus, they can gain from listening to their readers.
Encouraging conversation is a tough one for many advisors. Concerns about compliance spur many advisors to turn off the comment feature on their blogs. But even without allowing comments, you can pose questions that invite people to contact you.
If your blog allows comments, that’s even better. Try to get a conversation going. It’s not just a matter of posing questions. When readers comment, you should show your respect for them by responding. At a minimum, say “Thank you.” It’s even better if you react to some aspect of what each person says.
Advisors are used to the idea of transparency of fees and the like. Transparency in a blog might mean taking a more personal approach to some topics. Perhaps you can reveal something about your life that makes your blog post topics important to you.
Image courtesy of David Castillo Dominici / FreeDigitalPhotos.net
Which blog posts get shared the most? Everyone wants to know. So when I read that “longer articles tend to be shared far more often,” according to an article cited by “Content Marketing: Dance Like Nobody’s Looking,” I shared that quote on Facebook. I was delighted when Angelique Geehan responded with the thoughtful reply you’ll find below.
By the way, I think of this post as an example of the serendipity of Facebook. I would never have met Angelique without Facebook, where she followed her boss in becoming a fan of the Investment Writing Facebook page. We’ve had some great online exchanges since then.
by Angelique Geehan
I saw “longer articles tend to be shared far more often” and my immediate inner “Huh?!?” made it clear I had better stop and reconsider what I’ve been harping on my coworkers about.
I’ve been telling them to write shorter articles and posts. I’ve told them people don’t have time for long pieces regularly (which may still be true). I’ve forwarded them links to articles about getting mileage out of topics that require longer explanations by using the blog equivalent of chapters.
So the question you posed, Susan, about whether that takeaway agreed with my experience, was a reality check.
It didn’t take long for me to reflect and realize that I do tend to both “like” and share more longer articles than shorter ones. I do so when they are particularly meaningful on a personal level — when I perceive they might add to the discourse on their topic, either in ways I have not encountered before or in ways I think are so fundamental that (1) I would like my friends to read it so they can understand me better, or (2) we can continue the discussions in person when we do meet.
That said, it can take me a very long time to get to these longer articles. Some of them I open in a tab or send to myself in an email to read when I can spare the time. In contrast, I read and possibly “like” shorter pieces right away. And I know I read more short pieces than long ones, mostly through my RSS feed, Facebook shares, and email subscriptions. Often, the short pieces are what I’ll email to friends who are not active on social media or post links to directly into Facebook groups where the topic comes up. I’m also more likely to comment on a shorter post, because I might have a few thoughts or contributions in response, instead of a zillion to mull over and take with me for a week and into conversations. And I will have had time to comment before other tasks call.
For me, it isn’t as much about pure length as it is about how complete a piece is. Posts that are topic-based “101s” or introductions to something must usually be longer than newsy or single-point posts, but they can be the most useful to me for sharing. If I do manage to read a longer, atmospheric piece, one that has snared me from the beginning and kept me hooked … well … it has obviously made an impact and earned some of my loyalty. From there, the “share” is a natural consequence: something meaningful has an impact on me, and I want my friends to experience it, too.
Besides, using that button’s faster than taking scissors to newspaper, addressing and stamping an envelope, and waiting for delivery. And it goes to a few hundred folks without my ever having to go near a copy machine.
Angelique Geehan is a Managing Director for Index Strategy Advisors, Inc. (ISA), a Houston-based Registered Investment Advisor that specializes in optimizing a range of investors’ portfolios using exchange-traded funds. She hopes one day to slay an elusive but persistent writer’s block that has been her poor excuse for not posting for ISA’s blog for a few (erm, ahem) weeks.
Tired of writing explanations for an audience of one?
Your clients, prospects, or even folks doing Google searches, may contact you with questions. Depending on your relationship and availability, you may respond at some length. This takes time.
Your blog makes it possible for you to get more mileage out of these inquiries. If the question fits your blog’s theme and has reasonably broad appeal, consider turning it into a blog post. You can write it as a simple Q&A, as I did in “Reader question: How can communicators manage difficult portfolio managers?” or a plain blog post.
Should you mention that your new blog post originated in a question from a client, prospect, or reader? Yes, if you want to seem approachable and interested in your blog’s audience.
If the question isn’t right for your blog, it may still be worth sharing. Consider adding the question and answer to the frequently asked questions (FAQ) section of your website.
Image courtesy of xedos4 / FreeDigitalPhotos.net
Why do you blog? I’d like to get a better sense of why my readers blog and the obstacles they face. That’s the focus of this month’s two-question survey.
Talking with students in my blogging class for financial advisors, I often hear that they’d like to attract more clients. In fact, some of them take the class because they’ve seen a drop in new business when they’ve stopped blogging regularly. Those folks seek a way to rediscover their energy for blogging.
Educating people also typically ranks high. Advisors would like to prevent their readers from making mistakes and put them on a path toward better financial futures.
When I recently asked on Facebook and Twitter about goals, some additional goals surfaced. I’ve included these as options in Question 1. Please check all the goals that apply for you.
I will report on the results of this survey in a future issue of my e-newsletter.