In recent years, there has been a huge growth in the production of finance content on the internet. YouTube channels and investment blogs have reached large audiences and built a legion of followers, who guide their financial investments based on what they learn from specialized media.
An investment company’s main function is to help people make the best decisions with their money. And one of the ways to attract more people interested in investing is by producing quality and specialized content on the subject.
Having an investment blog is a resource for attraction and retention. And the contents can serve to generate authority and gain the trust of those who intend to invest safely. After all, information is the ruler of good practices in the financial market and success in finance and investments.
So, see below how to create an investment blog and why it is essential that every investment company maintain frequent and valuable content on its blog for its target audience. Good reading!
Table of Contents
WHAT IS THE IMPORTANCE OF AN INVESTMENT BLOG?
Financial institutions and companies in the sector belong to a universe full of technical information and rules that are unknown to many people. In addition to this complex scenario, these companies deal with something very important to all of us: money.
Creating a blog with attractive content and high informational value is a way to expand people’s knowledge about this universe of investments. With this, the company manages to instruct the interested public, in a process in which it is also seen as an authority.
A well-made content, capable of eliminating doubts and generating interest, serves to make readers trust the company that is conveying the information. With this, the possibility of attracting new customers grows, who already arrive at the company or institution with acquired knowledge.
This load of absorbed content serves both to generate authority for the reader and to simplify the process of closing deals, since the customer obtained good information from a reliable source.
Many companies, from the most diverse branches, use blogs as a means of âspreading the wordâ. They demonstrate the quality of their services and their understanding of the market in a more informative and less advertising way.
INFORMATION AND ATTRACTION
Along with the informative potential, a blog is part of an inbound marketing strategy, in which it is possible to direct the audience’s attention to the products offered by the company.
With the insertion of useful links, the blog can serve to guide an interested party until he decides that that financial institution offers him the security and capacity to guide his investments.
In a simplified way, we can say that a blog serves as a business card, an information center and a decoy for new customers. But for all this to work, you need to pay attention to the following factors:
- create quality texts;
- use language aligned with the target audience;
- structure texts based on SEO rules to improve the company’s ranking in search engines such as Google;
- be aware of the public’s main points of interest;
- keep the blog always updated with new content.
Creating an investment blog is something that cannot be done without strategic care. Therefore, it is worth considering the help of professionals to build a quality information portal.
HOW TO CREATE AN INVESTMENT BLOG?
To start a blog, you have to choose between two different paths:
- insert the blog into the company’s website;
- create a new site dedicated only to the contents.
The first option has advantages due to the fact that the reader is browsing the company’s website. This makes it simpler to analyze audience numbers and user browsing behavior.
The second option is usually adopted by companies that choose not to âmixâ the services/corporate site with a content area. The choice is at the discretion of the financial institution and its perception of how the site should be structured.
After determining where the blog will be hosted, it’s time to think about the following procedures:
1. POPULATE WITH CONTENT BEFORE LAUNCH
Opening a blog with little content is an invitation to increase the bounce rate and capture little browsing time. Ideally, people should spend a good amount of time on the investment blog, reading about a wide range of topics.
It is recommended that the blog be inaugurated with a good volume of information to capture attention and generate authority from the beginning of activities. Over time, blog administrators should add new content and further expand the amount of information available to readers.
2. CREATE CONTENT WITH KEYWORDS
The keywords and SEO practices will help the blog to be one of the first results in search engines. This strategy is essential to increase the audience, since people usually access only the best ranked sites on Google, Bing, Yahoo Search, etc.
For each content it is essential to have some keywords, one of which must be the primary and the others are secondary. With that, when these words are written in the search engines, the chances of the blog content to stand out increase.
3. DESIGN AND USER EXPERIENCE ARE IMPORTANT FACTORS
As much as content is the core of a blog, it is necessary to pay attention to aesthetic and usability factors, since they also influence audience capture and reader retention.
A blog with poor aesthetics and difficult navigation is harmful. So the website developer needs to keep these two factors in mind at all times.
Also, it’s worth doing tests to verify the design and usability before publishing the blog.
4. CATEGORIZE, SORT, ORGANIZE!
Blogs allow the use of tags, categories and subcategories to organize the contents. This practice is essential for you to facilitate the reader’s access to the subject he wants.
A financial institution or company in the segment can divide topics such as âthe importance of investingâ, âtypes of investmentâ, âwhy learn to investâ and so on, creating categories according to the theme.
As much as many people believe that a blog is just a website with texts, it can be much more than that, including content that goes beyond written posts. It is a strategy for prospecting, building authority and, above all, offering relevant content to the companies’ target audience.
Finally, understand that developing and nurturing a good investment blog is a demand that requires creativity, knowledge of the sector and the target audience, production agility and strategic care. Therefore, it is worth leaving this task in the hands of those who have the potential to make the blog an excellent content portal.