Blogging doesn’t just give you something to tweet, it can help make you an easy-to-find expert. Advisors should develop and publish their own thought leadership content to a professional blog and then share that content to social channels and via an email newsletter, says Stephanie Sammons, founder of WiredAdvisor. “Utilizing your own unique content will position you as the go-to resource in your niche and increase your discoverability in search and on social media sites,” says Sammons. Frequent blog posts can significantly improve your search engine page rankings, says Marie Swift, a Financial Planning columnist and advisor communications expert. “Blogging can also position you as an expert in your field and a contributor to a body of work or a community of interest.” For advisors who send newsletters but aren’t yet blogging, try repurposing newsletter content for your blog, says Michael Kitces, an active social media user, blogger and a partner at Pinnacle Advisory Group. “Fresh content will help your website be more relevant to clients and prospects, and will help your website rank better in search engines, too,” Kitces added.
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