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Writing holds enormous potential for financial advisors. The key is to create a continuous stream of valuable information for their clients, prospects and anyone else that may land on the post.

How can you transition the use of your content marketing to drive traffic, establish yourself as an expert and ultimately grow your business? That’s exactly what I’ll tackle in this article, highlighting three main steps: finding your voice, creating a routine and managing and monitoring your results.

Finding your voice

Align your reader with your ideal client

Instead of writing content that interests you, focus on content that will interest those with whom you would like to work. Write as though you were talking to those individuals. It’s always nice to add stories and other personal touches.

Follow the 90/10 rule

Opt for sharing high-quality, helpful content 90% of the time to build trust, and be sure to pitch yourself 10% or less of the time. Rather than writing blog posts that are focused solely on the services you offer, write articles that reflect the problems you solve. Not only does this keep you from sounding salesy and spammy, but it also makes your promotional posts stand out and gain more attention.

Brand your posts

Maintain a consistent style not only with your blog images, but also with your tone, grammar and style. Branding makes your blog appear more professional and streamlined, helps your business become familiar to your audience, and fosters reader loyalty.

Write clearly

Writing for a blog is much different than writing a college thesis; people visit a blog and expect it to be very easy to read and easy to understand. A blog post should be a quick read and deliver valuable content. One tip that can help you simplify your writing is to imagine you are writing your post for middle-school-aged children. Make it so easy to read and understand that someone at a 7th or 8th grade reading level would understand it perfectly.

Determine an ideal length

Some suggest long-form content – 2,000 words or more for search-engine optimization (SEO) purposes, while others say that articles should be more in the 500-word range due to information overload and the attention span of the average reader. I recommend that articles range from 500 to 750 words, since the minimum number of words with many article directories is about 500. Writing 550 words is a safe bet. Ultimately, it is up to your personal preference.