8 Painless Steps to Writing Blog Posts for your Financial Planning Practice


Unless you happen to be a gifted writer, there is nothing simple or painless about writing blog posts.

Finding an idea, collecting your thoughts, and then communicating them in an interesting way that someone will actually read feels like childbirth for most of us.

Yet business blogging is an important part of marketing today. According to research the more your firm blogs, the more visitors you’ll attract to your site . . . and the more possibilities there are of generating leads and customers.

Regular blogging can have a big impact on your business. Fortunately, there are steps you can follow to enjoy the benefits and make writing blogs a little bit easier.

Writing Blog Posts: A Step-by-Step Guide

Before you begin, there are 2 tools you should have in place if you’re serious about business blogging: buyer personas and an editorial calendar.

Buyer Personas

Buyer personas help you understand your audience and allow you to create blog posts that address their problems and concerns.

Here at Top Ranked Advisor, our blog targets financial marketers including advisors. When we write about a topic, we try to look at it through the eyes of these audiences.

Editorial Calendars

An editorial calendar has many benefits. It allows you to plan your posts so you’re not always writing about the same thing. A calendar also helps you meet deadlines, track ideas, and easily identify blog posts you can repurpose and recycle.

Once you have your personas and calendar, you’re ready to get started.

8 Painless Steps for Writing a Blog Post

1. Start With a Topic and a Working Title

Begin by picking a topic you want to write about and your buyer personas will find interesting. If you’re a financial advisor, your topic might be “saving for retirement.” It’s broad so you’ll want to narrow it down and focus your blog topic so you can begin writing.

Possible working titles about saving for retirement could be:

  • Calculating how much money you need when you retire
  • The best time to start saving for retirement
  • Advantages of dollar-cost averaging when saving for retirement

Your working title won’t be the final title of your post. Towards the end of the writing process, finesse the title so it catches a reader’s attention and encourages them to click through to read.

The topic for this post was “business blogging.” The working title was “How to Write a Blog Post” and the final title was “A Simple Formula for Writing Blog Posts in 8 Painless Easy Steps.”

2. Brainstorm

In her book, “8 ½ Steps to Writing Faster, Better,” (not an affiliate link) Daphne Gray-Grant suggests you design a system to capture your ideas, such as mind mapping. Here’s how it works.

Write the working title of your blog post in the middle of a piece of paper and circle it. At the top, write down the buyer persona you’re targeting and the goal of the post. The goal can be as simple as “educate our audience” or “position our company as a leader in its field.”

Now let your mind wander. When an idea pops into your head, write it down on your paper, circle it, and draw a line to the phrase that inspired the thought. Gray-Grant suggests using different colored pens and drawings to make your mind map more interesting—and appeal to the creative side of your brain.

3. Organize Your Post

Once you’ve brainstormed, or mind mapped, it’s time to organize your thoughts. What will you write about first, second, and third? Are there stats, stories, quotes, or supporting ideas you can use in each section? How does one idea flow into another?

A blog post often contains a lot of information. By organizing your post, you make it easier to write . . . and easier for your audience to read.

4 Write!

Now start writing. If you don’t know how to begin your blog post, skip ahead, and start writing somewhere in the middle.

Don’t worry about grammar or sentence structure at this point. The key thing is to sit and write. Ann Handley, in her book “Everybody Writes,” (not an affiliate link) calls this first version The Ugly First Draft (or TUFD).

She encourages writers to embrace TUFD: “As painful and depressing as it might be to write badly—at least you’re writing, you’re getting the mess out of your head and onto the screen or paper. Then, when you get back to it, you can start shaping it into something more respectable.”

As you write your first draft, avoid editing. Don’t stop to fix typos, grammatical errors, or anything else you don’t like. Gray-Grant compares the writing brain and the editing brain to 2 drivers sharing a roadmap: only one of them can be behind the wheel at a time.

5. The Lead (or lede) and the End

The lead, or introduction, should interest your readers and encourage them to keep reading. There are different approaches to the lead such as telling an interesting story (true or imaginary), asking a question, or using a quote, analogy, or interesting fact. Mix it up. Use different types of leads for your posts.

Just as there are different ways to begin your blog post, there are different techniques you can use in the conclusion. The final paragraphs typically summarize a post without introducing new ideas. You can also ask a question to encourage comments or tell readers what you want them to do next.

Every blog post should have a call-to-action. Encourage readers to sign up for your newsletter, subscribe to your blog, or download an offer related to your post.

6. Edit, Proofread and Format

Once you’ve finished writing, set your post aside for a while. Come back to it in 24 hours and begin the editing process.

Start by cleaning up your ugly first draft. Critically review your post through your reader’s eyes. Make sure the content flows logically and you’ve presented the information in the right order.

Read every sentence and ask yourself if it leaves unanswered questions in your reader’s mind. If yes, make sure the next sentence answers those questions.

When you’re happy with the second draft, move onto the copy-editing stage. Enlist the help of your word processor to check for typos and grammatical errors. Eliminate unnecessary words. Rewrite the passive voice to make it active.

This step is a good place to revise your working title and make it more interesting for readers. Finally, format your post to make it easier to read. One of the secrets to better online copywriting is to write scannable text using headlines, sub-heads, lists, and bolding.

7. Find a Picture

Select an appropriate picture as the feature image for your post. Some bloggers like to use a picture that reflects the topic of their post. Others use beautiful, high-quality images that attract a reader’s attention.

Regardless of your preferred approach, the image is critical for social sharing—and spreading the word about your post. On Facebook, photos capture more shares and an incredible 87% interaction rate from people who liked your page. Plus, photos also get more retweets — according to Mashable –  adding a photo will increase retweets by 35%.

8. Optimize for Search

Don’t leave SEO to chance, or decide it is too difficult to understand. The basics of SEO are not only well known, on most platforms, they are easy to implement.

While not all blog post topics have to be for SEO purposes, SEO should play a significant role in the creation of your long-term editorial calendar.

For me, the final round of edits is making sure the article is optimized for search. This practice helps ensure that my focus while writing is on writing for real people rather than robots, and then allows me to be purposeful in implementing SEO best practices while I’m focused only on that.

Keywords

Defining and writing around your keywords is still important.

Incorporate your keywords naturally into the copy of your blog post. Use it in different ways and in different contexts. Incorporate your keyword into the URL for the page, into the page title and toward the beginning of your post. Use it with anchor text to help people find other relevant content on your site. Finally, use it in an appropriate image, including the image name and the alt text.

Meta Description
The meta description is the copy Google displays underneath your blog title in search results. While it doesn’t help your post rank, it can encourage people to click through. Begin your meta description with an action verb, such as learn, discover, or read. Your meta description should be between 150 and 160 characters—any more than that and Google truncates it.

Make Blogging Less Painful with a Process

Occasionally inspiration strikes and you know exactly what you want to blog about. At times, the words flow fast and furiously from your mind into your fingertips and onto the keyboard.

Most of the time, however, business blogging is painful.

You can make it less painful by developing a process. Begin by understanding who you’re writing for then organize your ideas into an editorial calendar. Then narrow down your idea, brainstorm, and start writing.

There are just a few more steps—and voilà! Before you know it, a beautiful blog post is born.

Editor’s Note: This article was originally published by Shelley Pringle in December 2018 and has been updated for accuracy and comprehensiveness.


Brent Carnduff | Blogger and SEO ExpertBrent Carnduff is a Co-founder of Top Ranked Advisor. He has been helping advisors with their digital marketing efforts since 2009. In addition to this blog, he is a VIP Contributor to the Search Engine Journal, has appeared on XY Planning Network’s blog and podcast, and has presented at FinCon, XYPN, and NAPFA.