Great Content Ideas for Licensed Insolvency Trustees
Debt and other financial concerns is the leading cause for stress in most households. Whether those burdens are the result of poor planning or an emergency, money problems can quickly become overwhelming and all encompassing. Some of this stress comes from feeling a lack of control and not seeing a clear way out, while another important part of it is the way society perceives those who aren’t able to manage their finances.
The stigma around topics such as debt, credit, bankruptcy, and loans, means it’s difficult to get people to talk about these subjects. The reason that so many people look down on those who are struggling with financial burdens is because they want to believe they’re above such problems. This silence, while slowly dissipating, is a real problem when it comes to promoting your services as a Licensed Insolvency Trustee.
From digital advertising to website design, there are a number of strategies you can take to reach your target audience online. While each of these has their own benefits, today we’re going to talk about blogging. One of the biggest mistakes that Licensed Insolvency Trustees make is creating overly-technical content that causes the reader to be ashamed or depressed. While blogs can serve different purposes, discouraging your audience should never be one of them.
As we stated at the beginning of this post, there’s a huge stigma surrounding debt and financial problems that adds to an already stressful situation. Let’s pretend for a moment that you’re the person going through this difficult time, would you be interested in sharing the content you found on a firm’s website if it talked about dealing with debt? We know that we’d be hesitant to do so because it would cause people to question our own financial security.
This unwillingness to share posts that deal with financial concerns in an analytical manner carries over from the tone of the content to the level of readability. Too many firms are unwilling or unable to adapt to fit with today’s digital culture of information gathering and sharing.
The content that’s posted on your blog, if your firm has one, needs to be jargon-free and easy to read. The more technical and analytical your blog is, the less your audience will be interested in it’s content. Save the hard facts for your website’s “About Us” and “Services” sections. You need to focus on giving your target audience content they’re willing to share and will remember.
Now that you’re not going to be talking only about topics that are difficult to share, like bankruptcy and overwhelming debt, you need to figure out a new plan for your content. This is where research comes into play. It’s already proven that people are more likely to share positive content than negative. Taking this one step further, content that evokes high-arousal emotions has a better chance of being shared and going viral.
So, what does all this mean for your blog about debt and financial stress? It means that your blog shouldn’t be primarily discussing these topics. Why would you want your potential clients to associate your firm with burden and hardship, when they could instead see you as a resource for information they can use in their lives? Your blog, while a part of your firm’s website, needs to provide content that’s noticeably different from the rest of your site. This could include a less formal tone, fewer instances of self-promotion and content that isn’t directly related to your “Services” section.
The main takeaway to get from this is that the content you create for your blog should be information that your target audience finds helpful, while eliciting a positive response from them. While we’re going to go into specific examples in a moment, one such post could be The Top 3 Ways to Save Money on a Summer Vacation. This would make a useful post for families that want to save money, while being content that people would want to share with others.
While there are a lot of different types of posts you could create for your target audience, the following 3 ideas are easy to write about and encourage sharing, as well as engagement. The common theme within each of these post formats is that the content within them are positive and useful. You should never forget the audience you’re writing for and the primary purpose of your blog, which needs to be proving content that supports your brand while helping your potential clients.
We created the following blog content ideas with Licensed Insolvency Trustees in mind, however, most of the information below can be applied to any industry:
Countdown posts are always popular because of how the content is structured. The easy-to-read format of lists make them a breeze to get through and are useful for generating conversations with your audience. Another benefit to list posts is that they can be used on any topic from The Top 10 Ways to Save for Retirement to The 3 Things You Didn’t Know About RRSPs. There are countless ways you can take advantage of list posts to strengthen your authority within the financial industry, while giving your audience information they can use in their life.
How To Posts
As a professional in the financial business, you have an understanding of an industry that confuses most people. This knowledge is an excellent resource for your blog that would benefit your target audience and give you authority within your niche. How to posts are always popular because they explain, in layman’s terms, something that would otherwise be complicated or difficult to do. Some examples of this type of post includes: How to Create a Budget or How to Get Out of Debt. As you can see from the last example, you don’t need to avoid difficult topics entirely. You just have to adjust your approach to subjects that are sensitive.
You don’t need to look too far on the internet to see how popular media posts are becoming. From infographics to short videos, people are processing information in new and exciting ways. The benefit to visual posts is that they’re much more likely to be shared on social media and through other websites, which gives your firm more visibility. Other websites are also more likely to link to media posts, which improves your firm website’s SEO. Some examples of visual content could include a saving for your first home infographic or a short video about managing credit card debt.
These are just some examples of how you can create blog content that’s useful to your target audience, while strengthening your brand and authority within your industry. The nature of debt and financial problems makes it a difficult topic to create engagement around, yet, if you follow our advice you’ll be in a better position to help more people free themselves from these burdens.
David Sahly has spent his entire career working with organizations of all sizes to come up with practical digital media strategies that work. Before founding Above the Fold Media, he worked at Search Engine People as the Senior Manager of Business Development. He has his hands in every part of the marketing development strategy and is passionate about watching businesses thrive.