Previously, we discussed some basic strategies to consider when establishing your own blog. Blogs can be an excellent way to develop yourself as a thought leader, establish local awareness and keep clients and prospects engaged. Finding time to write a blog amid all your other responsibilities can be a challenge. Careful pre-planning can help so you spend more time focused on writing and drafting the exceptional content your clients and prospects crave. An editorial calendar can help ensure you remain committed and thoughtful about your approach. And, even if you decide to work with an outside marketing resource to help with your blog, an editorial calendar will keep you both on task.
To be successful, your editorial calendar doesn’t need to include every item in this list to the letter of the law. The editorial calendar is meant to keep you organized, get your thoughts on paper, make the process of drafting an article easier … and keep you committed to your plan! If you know you like to write, and you know you want to start a blog, another great place to start is to review what you like most about the blogs you subscribe to. What takeaways can you incorporate into your own blogs?
Blogging is an excellent way to develop your authentic brand, differentiate yourself from the competition, and form deeper digital connections with clients and prospects. Given the current COVID-19 environment we are in, the trick for financial professionals leveraging digital will be to figure out how they can continue to create emotional connections with clients when they cannot meet in person. While products and pricing can be commoditized, how you motivate and inspire clients to take action cannot. Building digital rapport will be key to success moving forward in our current and future virtual world.
Here are seven parts of an ideal blog and editorial calendar:
Matthew Bryan is 2nd VP, digital marketing at Guardian Life.