Investment management firms are joining the blogosphere, but they’re off to a rocky start. Here are some mistakes that I’ve seen as I’ve sampled asset managers’ blog posts.
Mistake 1: Failing to adapt materials written for other media
Materials written for other media don’t transfer well to blogs. For example, I’m thinking about traditional market commentaries and position papers. Many of these commit the mistakes I list below.
The solution? Break your traditional materials into chunks and edit them to make them more reader friendly.
Mistake 2: Poor skimmability
Everybody skims content in these days of information overload. If you present big uninterrupted blocks of text without headings you’ll scare away readers who can’t quickly assess your content’s relevance.
To reel in readers, use informative headings. For example, don’t just write “Bond Market,” but share specific information. Perhaps something like “Convertibles attractive as Fed tapers.” or “Avoid this sector as Fed tapers.”
To enhance the skimmability of your posts, write short paragraphs.
Mistake 3: Excessive formality
The blogosphere is an informal place. Writers typically use “I” and address their readers as “you.” They also shun formal words and writing styles.
Asset managers, your blog is a great place to loosen up your writing style.
What do YOU think?
What are asset managers doing on their blogs that you like or dislike? I’m curious to hear your opinion.
If you’d like more guidance on writing blog posts, check out my book, Financial Blogging: How to Write Powerful Posts That Attract Clients.