The biggest concern I hear from financial advisors about blogging is that they don’t think they can keep up with a daily or even weekly pace, and basically want to shoehorn a new post in once a month or so. My blogging clients receive new material on their sites every weekday, so obviously, that’s what I think the best pace is. At the same time, I understand that it’s not easy for a nonprofessional writer to come up with fresh ideas all the time.
But I think it’s mostly a case of not recognizing a good idea for a blog post. We all read the Wall Street Journal every day, or check out Bloomberg News online, or otherwise come across new material that our clients might want to know. Right now on Bloomberg News, there’s a story about how McDonald’s sales are up 3.9 percent in Asia, which is a faster pace than the 2.7 percent growth in the U.S.
That’s interesting! Everybody can identify with McDonald’s, everyone is interested in Asia’s economic growth…. This is what is sometimes called a “teachable moment,” an instance where we can use a readily understandable example to illustrate why economic growth overseas can be a great thing for an All-American company like McDonald’s. It's not a big deal, but it's easy for people to understand, and your clients will appreciate that you're staying on top of the news.
The key is to get into the habit of reading the news with an eye toward turning stories into blog posts. It would take about ten minutes to read that story, write up something on what McDonald’s success in Asia means, throw in a link to Bloomberg, and put the whole thing up on your Website – as long as you’re in the proper mind-set to do so.