You recognize the need to use blogs as a critical part of your digital marketing strategy. Well-written, relevant blog posts that help address the needs and questions of your prospective clients, boost your visibility, strengthen your brand, and distinguish you from your competitors. And as tech giant Hubspot points out, blogging works!

But many asset managers we encounter don’t have a blogging strategy, which can severely limit the success of this content marketing tool. This post identifies several best practices for marketing and promoting your blog content.

A blogging strategy aims to help drive traffic, convert prospects, boost revenue, and elevate your brand as an expert and thought leader. To achieve these goals, you will want to follow these guidelines.

Create your buyer personas and keep them top of mind

Your buyer personas are fictional representations and detailed descriptions of your ideal customers. Understanding the motivations, needs, problems, and pain points of your personas will help you create content that is always timely and relevant.

Also, targeted content that speaks directory to your prospects becomes a powerful lead conversion tool, as they recognize the need for your investment solutions. As you track the digital interactions of your prospects, you’ll gain an increased understanding of their specific interest so you can adapt and tailor your blog content to meet their particular needs in a way that pushes them to convert.

Watch your competitors

Track the blog content your top competitors are providing to understand better what they believe to be the topics prospective advisors are most interested in. You can conduct a blog audit of your competitors and identify common themes they address so that you focus on issues currently not being addressed.

Perform SEO and keyword research

To increase the chances of your blog content ranking on search engine results pages (SERP), you need to research the types of words and phrases your targeted prospects are typing into search engines. You’ll then be able to weave those keywords into your blog posts where they fit naturally. It’s important to avoid old tactics like “keyword stuffing” as search engines will penalize those activities in SERP.

Determine where your blog content will be distributed

Identify where you will distribute your blog content. Selecting a host like your CRM and blogging software to manage your website and blog simplifies the process of adding articles to their corresponding landing pages on your site.

You also need to identify other platforms where you will distribute your content. Those could include social media sites like Facebook, LinkedIn, Twitter and other online publishing platforms.

Promote your blog content 

To reach the largest audience of your targeted prospects, you should promote your blogs using paid search. LinkedIn, in particular, has proven to be a very effective asset manager B2B platform targeting specific advisor demographics. 

Conclusion

Quality blogs can be one of your most effective digital marketing tools. But blogs must also be “marketed.” A well-defined blogging strategy can help ensure you are marketing effectively and getting the most out of the quality content you painstakingly create for your prospective customers.