Accountants, financial planners, investment advisers, and other financial professionals use their blogs to engage with clients and demonstrate their knowledge and skills.
As a financial professional, what should you post about? Which topics will attract more web traffic and convince people you’re worth hiring? Popular types of blog posts for financial professionals include the following:
1) Everyone’s favorite topic: taxes
People need (and sometimes want) to hear from you about taxes. They may not be aware of changes in tax law, credits they could benefit from, and strategies for avoiding enormous payments. This information depends, in part, on the state or city you work in, giving you opportunities to boost your search engine ranking for local searches (local SEO).
2) Advice for investing
Let people know about potential mistakes in investing. Clear up some of the misconceptions, and offer suggestions for building a strong portfolio. What if someone wants to start investing in the stock market with only a small amount of money – is that feasible? What are some of the signs that a company isn’t performing well?
3) Explanation of terms and concepts
Probably many clients ask you for definitions and clarifications. What does EBITDA mean, and what is its importance? How about depreciation?
4) Climbing out of debt
People struggle to deal with loans, mortgages, and credit card debt. They try to cope with steep medical bills and sharp increases in rent. (In the US, for instance, household debt has increased over the last decade, in part because income isn’t keeping up with healthcare and housing expenses.) Some people file for bankruptcy. Offer general tips on paying off debts, handling the bankruptcy process, and strengthening credit scores.
5) Comparison of choices
How should people decide between buying a home or renting? Or choose between retirement plans? For inspiration, consider major life changes and purchases people make. (As with other topics, you can improve local SEO by discussing your region and its specific concerns.)
6) Scams and cyber crimes
Numerous scams lead to financial losses and identity theft. These include phishing and other cyber crimes, fake or shady loan agencies, and untrustworthy financial advisers. Give people advice on how to spot a scam and confirm whether or not a source of information is legitimate.
7) Managing money and assets
Do your clients often find it difficult to stay organized financially? If they receive an unexpected bonus or financial windfall, would they know what to do with it? Write about how they can budget, keep track of their money, and make the most of what they have. (For instance, you can point them to useful software/apps to help them with financial management.) Business owners may also struggle with managing expenses and cutting wasteful spending; what advice can you give them?
8) Estate planning
All kinds of financial issues come up when people work on an estate plan. People may put it off for too long or fail to update it after major life changes. They need guidance on what to include in their will or how to form a trust. Are they having a hard time choosing a conservator or figuring out how to bequeath certain assets?
People often freak out about audits. How can individuals and businesses avoid one or make sure they’re prepared for it?
What should people know about the key rules and regulations concerning mortgages? How about regulatory compliance costs for businesses in different industries? Point out changing laws, and highlight issues that come up with new technologies.
11) What’s your job like?
Defeat the stereotype of the boring accountant. Share interesting stories about your work, and talk about how your services have saved people from serious problems.
Have any of these topics inspired you to brainstorm content for your blog? If you need assistance with writing blog posts, let me know. I have experience writing for financial professionals and can help you come up with lively, timely, and authoritative blog content.