Creating your own content

I make a fair chunk of my living from creating content for others, so why would I write an article telling you guys how to create your own content?  I don’t know to be honest!  But I do like to share, so here goes…

There is no reason why any financial adviser or other financial professional could not create their own content.  There are a few reasons why they don’t, but I’ll get onto that later.

As financial advisers (or a former financial adviser in my case) we all have a huge amount of knowledge stored in our heads.  Right now, all of this information is stuck in our heads, and its only chance to escape is when we are talking with a client, putting together an SOA or the million other things we do in our working day.

Even though that knowledge gets the chance to escape, it isn’t really stored anywhere except in your client’s head (if they can remember everything you said) and in your file notes and SOA (which will likely be filed away for the next seven years, rarely to be looked at again).

Besides using all of this knowledge and experience to help your clients (which is a great use – don’t get me wrong) we can also use it for another worthwhile purpose – to create content.

Why would you want to create content?  Well in this context we’re really talking about content for your website, and the major benefits of content for your website can be read about in my earlier post.

If you’ve read my earlier post on the benefits of good content for your advice business, you will know how important this is to your website and to the growth of your business.

You could pay someone like me to write your content, but most financial advisers should be competent enough to write their own content.

What would you write about?  Believe me, there are many things trapped in your head that would be useful if turned from memories and thoughts into readable words:

  • Information about how different policies work
  • Your opinions on the important of different products
  • Case studies from previous clients you have helped
  • Your thoughts on different strategies and how they can help people
  • Reviews of new products available in the market
  • General interest stories about the industry
  • Information and stories about your own time in the industry

There should be enough there to keep you writing for a very long time!

That’s one excuse for not creating content that we can strike off the list, but the reality is that there are plenty of other reasons why advisers don’t write their own content.

   1.  They don’t believe in the benefits of content

Many advisers are very old-school in their thinking, and I include a lot of younger advisers in that group.

They don’t believe or understand how good content can improve not only the search engine rankings of their website, but also the likelihood of then turning your website visitors into leads, and then leads into clients.

For those who still don’t believe in the benefits of good content for financial websites, I will again refer you back to my earlier post.

     2.  They don’t have enough time

This point is actually fair enough for many advisers.  After all, why spend an hour (or more) writing your own 1,000 word article when you can pay someone like me just $90 to do it for you?

If you think you can earn more than $90 an hour doing client work (which any good adviser certainly should) then it wouldn’t make sense not to have me write for you!

     3.  They doubt their writing skills

Many advisers are probably better writers than they think, but it’s a fact that some people just aren’t good at writing content.

If you’re one of these people, then again it’s probably a good idea to have a professional writer like me look after it for you.  After all, you don’t want your writing style to turn off any potential clients that may have found their way to your website.

At the end of the day, I personally think that with a bit of time and practice any financial adviser should be able to write satisfactory content for their website.  But if you don’t have the time or interest in doing it yourself, then it might me time to get in contact with me and have a professional do the work for you.

Prices for my content are extremely competitive, and thanks to my considerable experience in the industry, including time as a practising financial adviser, you can be assured of the quality and technical accuracy of my work.

How content can help your advice business

Content is king!

Well that’s what they say in the world of online marketing and publishing.

There are two great reasons why content is so important in today’s online world:

  1. It attracts visitors to your website via search engines (eg. Google)
  2. It gives visitors a reason to stay on your website, and ultimately become a client

How does good content achieve this?

Content for search engine optimisation

If you’ve been in business for more than a week, you will have heard of search engine optimisation, or SEO.

SEO is simply the art of getting your website and its pages as high as possible in the Google (or other search engine) results.

The higher you are in the results, the more likely you are to be clicked on.  And the more you are clicked on, the better chance you have of securing new clients.

There is only one thing that Google loves more than original and relevant content, and that is original and relevant content that is fresh!

If your website doesn’t contain much relevant content, the content you’ve used is not original, or the content has not been updated for a while, then you’re really letting yourself down and missing out on potential clients.

By having original and relevant content on your website Google will recognise that you are an authority on the subject, and will know to put your website higher up in the search results.

If your content is also kept fresh and is continually updated, they will give your website even more authority and therefore rank it even higher in the results.

But be warned, because Google is smarter than you might think.  If you believe that you can take generic articles from other sources and just change a few words around, or that you can just stuff your content full of terms like ‘cheapest life insurance’ and ‘best income protection’ – you better think again!

Google knows when you’ve tried to use non-original content (even if you change a few words around) and it also knows when you are “keyword stuffing” your content just so you can rank well for certain terms.

If Google catches you, you may well find yourself heading south in the search results very quickly.

Content for your visitors

It’s all good and well to write content that is designed to please Google and the search engines, but what’s the point if your website visitors are turned off by this style of writing?

If you have the term ‘cheapest life insurance’ forced into every paragraph of your content, the visitor is quickly going to sniff a rat and may disregard your website as spam or some other unprofessional website.

You need your content to make your website visitors feel comfortable with you.  You want the content to instil a feeling of trust into the reader, and to have them feel that you must be an authority on the subject.

If your website can make your potential client feel comfortable, have some level of trust, and think of you as an authority, then 80% of the job is done before you’ve even spoken to them!

Getting the mix right

It’s important to get a good balance in your content to keep Google happy as well as your website visitors and prospective clients.  There is definitely an art to this style of writing, and when it comes to financial services it is not easy to find a writer who can pull it off.

Thanks to my decade in the financial services industry and time as a financial adviser, combined with my love of writing and experience in website development, I have been able to develop a writing style that will please both the search engines as well as your clients.

I have written content for dozens of financial websites in Australia, many of which rank in the top three results for very competitive search terms.  Of course my content isn’t the only reason they rank so highly, but it certainly helps.

If you would like some professionally written content for your financial services website, please give Shane a call on contact someone else as I no longer provide content for others. 🙂

You may be very surprised by how inexpensive good content can be…