Most Popular ArticlesOctober 27, 2009
The cons of original blog content
It takes time to write your own blog on a regular basis. If you post a blog weekly, expect to spend two to four hours each week writing the article. This is time that may be better spent elsewhere. Another disadvantage is the compliance issues involved with creating original content. Depending on the policies and procedures of your compliance department, writing original articles may be more of a headache than it is worth.
The pros of canned blog content
Articles ghostwritten by third parties can be a good option for advisors who don’t like to write, don’t have the time to write, or have strict compliance departments. Using canned content provides you the opportunity to include a larger number of articles in your blog than you could produce on your own and allows you to post more often. The most time-consuming part of a blog is writing the articles, so canned articles eliminate much of the time usually associated with a blog. Another advantage is that if you use articles that are pre-approved by your compliance department, you will greatly reduce the compliance headaches of a blog.
The cons of canned blog content
The problem with canned content is just that – it’s not original. You might find your same articles posted on someone else’s blog, newsletter or website. Furthermore, your blog isn’t differentiating you from your competitors, especially if they are using the same articles. While this method makes maintaining a blog easier, it is extremely unlikely that other websites or media outlets will ask for your contribution.
Plus, from my personal experience using these types of articles for websites, newsletters and blogs, canned articles are less likely to be read than original content.
The right solution?
There is no magic formula for any aspect of a marketing campaign, including blogs. What works for one advisor won’t necessarily work for another. Personalities and preference vary among advisors as well as among prospects.
If you are considering a blog, evaluate the best option for you and your target market. The right solution may even be a mix between original and ghostwritten articles. Whichever direction you pursue, just be sure to update your blog on a consistent basis, whether that is daily, weekly or semi-monthly. You won’t see any success from your blog, whether the articles or original or not, if you don’t update it regularly.
Kristen Luke is the Principal of Wealth Management Marketing, a firm dedicated to providing marketing strategies and support for financial advisors. Kristen works with independent advisors to develop effective marketing plans and provides the back office support required to implement the strategies. For more information visit www.wealthmanagementmarketing.net.
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