How can you find the “sweet spot” for your financial blog? It’s worth seeking, as I explain below.
Sweet spot as starting point
Let’s start with the definition of sweet spot in Joe Pulizzi’s Content Inc: How Entrepreneurs Use Content To Build Massive Audiences and Create Radically Successful Businesses.
A sweet spot
is the intersection of a knowledge or skill set (something the entrepreneur or business has a competency in) and a passion area (something the entrepreneur or business feels is of great value to him or her personally or to society at large.
As an investment or wealth management professional, you have many areas of expertise. But the areas you feel passionately about are probably fewer. Narrow in on passions to identify your financial blogging sweet spot. You’re more likely to be able to sustain your blog. Plus, your passion will attract more readers.
If you work for a large company, you may not enjoy the luxury of focusing on a topic you’re passionate about. Pulizzi has a suggestion for you:
In these cases, replace passion with a customer pain point.
Complement sweet spot with content tilt
Once you find your financial blogging sweet spot, Pulizzi suggests you identify your content tilt. In other words, “find a problem area that no one else is solving and exploit that area with content.”
How do you know if you’ve found a powerful tilt? Try this test, proposed by Pulizzi:
Let’s say someone rounded up all of your content and placed it in a box, like it never existed. Would anyone miss it? Would you leave a gap in the marketplace?
If your answer is “yes,” you’ve succeeded.
Check out Pulizzi’s book for helping finding your financial blogging sweet spot and more
You can learn more about sweet spots and content tilts in Pulizzi’s book.
I think that larger firms will find Pulizzi’s book most helpful because they have the staff and resources to take advantage more of his suggestions.