Word to the wise: Why it's time you started blogging

Blogging can be a great way to promote your services. Maria Merricks takes a closer look at the latest trend in generating new business.

When it comes to online marketing and lead generation, having a website is no longer enough. Many advisers have realised the importance of social media as a marketing tool and there is now a large community on the likes of Twitter and LinkedIn.

However, there is another tool that all too often seems to be ignored: blogging.

The benefits are clear. According to 
‘@ifablogger’ Richard Bishop, the concept provides the perfect platform to keep in touch with peers, existing clients and potential clients on a regular basis. It acts as a cost effective way to build your online presence and promote your skills without spending money on traditional PR.

However, many advisers are put off by fears of a lack of audience and content ideas. So where do you start? Here are our seven top tips:

1. Make a plan

According to internet psychologist, Graham Jones, many people start blogging with enthusiasm only to become bored of it a few weeks later as they run out of things to say. With this in mind, he strongly suggests planning ahead.

“Divide your expertise into five themes so you have a topic for each day of the week and then take those themes and divide them into four separate areas. This will give you a sub-topic for each day of the month,” he says.

Avid blogger Martin Bamford, managing director at Informed Choice, says there is inspiration for content everywhere.

“The world of personal finance is so diverse and active it is always easy to find something to talk about. If you do get stuck, ask your staff or family to help you brainstorm a list of titles, then spend a few weeks working through them,” he says.

2. Consider your approach

There are many ways to approach a topic from a news piece to an opinion piece, debate or an interview, says Jones.

Those uncomfortable with writing might want to consider another medium. Pete Matthew, managing director of Jacksons Wealth Management, suggests a podcast or a video, for example.

“Choose what works best for you; they all have their strengths,” he says.

3. It is not homework

Too many people are fearful of long word counts and tedious spell checks but according to Bishop “perfect is the enemy of done”.

“You will make spelling and grammar mistakes but remember bloggers are not professional writers! Do not spend hours checking: simply write and post. The blogging community is very forgiving,” he says.

Bamford adds some of the best blogs only consist of a couple of paragraphs. Those crafted to be concise and relevant are actually more likely to attract readers than a lengthy rambling essay, he says.