Starting a blog can be quite a daunting task. Especially if you don’t consider yourself to be much of a “writer” and when you're competing with all the other content that’s online. This presentation will help ease your worries and help you get over the initial hesitation because in 2019, content is still the best way to drive the most visitors and leads to your website so it should be a top priority for your financial planning firm. That’s all you need - 60 minutes! We’ve tested and researched blogging trends and statistics to bring you the most up-to-date strategy for building a blog for your financial planning business in 2019 and beyond. Here’s what you’ll learn: ● How to engage and grow a loyal audience through your blogging efforts. ● Ways to leverage blogging to organically boost your rankings in Google. ● Action items to help guide you in implementing the strategies we teach into your own blog. ● Establishing a cadence for posting through an editorial calendar to stay consistent, efficient, and organized with your content. ● Helpful blogging tools to create more effective, streamlined posts. ● Promoting your blog to improve traffic. ● Much more!

1. Blogging 101
How to Get Started in 60 Minutes

2. Housekeeping
● This webinar is being recorded.
● Throughout the presentation feel free to use the chat box for
public messages and Q&A panel for private messages with any
questions.
● We’ll be launching polls throughout. Responses are anonymous
and can be answered by clicking the buttons.

3. AGENDA
What We’ll Discuss & Why It’s Important
● How to engage and grow a loyal audience through your blogging
efforts.
● Ways to leverage blogging to organically boost your rankings in
Google.
● Establishing a cadence for posting through an editorial calendar
to stay consistent, efficient, and organized with your content.
● Helpful blogging tools to create more effective, streamlined posts.
● Promoting your blog to improve traffic.

4. YOUR GUIDES
Samantha Russell
Chief Marketing & Business
Development Officer
Zoë Meggert
Perfectly Planned Content

5. CHALLENGES
● Compliance
● Getting people to read your work
● Posting only “financial” articles
● Time management
“Marketers who
prioritize
blogging are 13x
more likely to
achieve a
positive ROI on
their efforts.”
-HubSpot

6. Before
You Start
Choosing Service
Providers: What
You Need to Get
Going

7. THE SET UP
1
2
Secure a domain name (GoDaddy, NameCheap, etc.) You
should ALWAYS be the owner of your business domain
name.
Choose a provider that archives for compliance (like
Twenty Over Ten 😉 ) or be sure to buy a seperate
archiving service.
3
Make sure your website has an easy-to-use
blogging platform, with built-in SEO tools that
make it easy for your posts to get found online.

8. Twenty Over Ten
(or your website
platform)
● Unlimited blogs
● Categorize posts
● Social sharing
options
● Archived for
compliance
●
Medium
● Republish existing
blog posts &
increase traffic to
full posts on your
site
LinkedIn
● Syndicate blog
posts on your
personal profile as
articles
YouTube
● Reformat your
written posts into
shorter form videos
WHERE TO HOUSE CONTENT

9. 15 Brainstorming
Topics
minutes

10. TOPIC BRAINSTORMING
Step 1: Break Topics Down By Category
● What does your audience want?
● When in doubt: send a survey!
Step 2: Make Them Niche-Focused
● How does your niche approach your general topic ideas?
Step 3: Stay Evergreen!
● Timely topics can be good for social media - but for blogs, you want to
be able to reuse that content.

11. TOPIC BRAINSTORMING
A Case for Niche-Specific Topics
● Proving value ASAP
● Weeding out competition
● Increasing visibility AND search-ability
● Continue your education
● Repeatable content!
“The internet is
really about
highly specified
information.”
-Eric Schmidt

12. 5 Put It In Your
Calendar
minutes

13. PUT IT IN YOUR CALENDAR
Blogging WON’T happen if you don’t make time for it.
30-60 Minutes
To write each blog post
30-60 Minutes
To review each blog post BEFORE publishing
10 Minutes
For promotion

14. 15 Building a
Blogging Workflow
minutes

15. WORKFLOWS
Workflows = a repeatable blogging process that
increases your chance of success!

16. WORKFLOW
3
Select your blog topic from
your idea list.
4
Write. Don’t make edits - just
get ideas onto the page. Set
your timer & go.
1
Open your website & create
your new post.
2
Copy your blog template
outline into your new post.
7
Check for SEO - incorporate
keywords where you can, add
images & meta description.
8
Schedule or publish
immediately.
5
Go through initial clean-up.
Save as draft.
6
Come back to your post 1-2
days later & edit more
thoroughly.
9
When post goes live, post to
social media channels & share
via email
10
Measure!

17. 5 Create Your
Reusable Outline
minutes

18. OUTLINE

19. 10 Create Your SEO
Strategy
minutes

20. BOOST
Do ...Don’t ...
Use the same keywords across all
of the topics on yours
brainstorming list
Avoid valuable content
because it won’t “rank”
Write titles in a “SEO-friendly” wayTry to outrank big
companies for
commonly-searched terms
Repurpose your dataFocus on random
keywords in order to “rank”
Break up text with
images/graphics and numbered
lists
Make it hard to read/scan
your post
Think about your audience and
what keywords they’re searching
for
Overcomplicate
thingsOvercomplicate things

21. BOOST
Easy SEO Best Practices:
1 keyword in the title 2-3 keywords in the body text
Include images with alt tags Include meta description

22. BOOST

23. 5 Promote Your
Content
minutes

24. PROMOTION
What Does Promotion Look Like? Ask Yourself:
Is your post published on your website & tagged
correctly?
Have you published the post to your secondary platforms
(Medium, LinkedIn publisher, Youtube)
Have you posted about your new blog article on social
media?
Have you scheduled social media posts about the blog
over the next several weeks?
Have you submitted the blog to other third-party
platforms (for example IRIS.xyz, local newspaper, etc.)

25. PROMOTION
How To Make Your Blog Content More “Shareable”
● Pull quotes & make them into social media
images
● Create a reusable “excerpt” or meta
description to post on social media, in
email newsletters, etc.
● Translate your blog into a 30 second video
& share on social media
● Link, link, link!

26. IMPROVE PROMOTION
Research shows….
● Longer blog posts = increased ROI (1,200 - 2,000 words), yet 50% of
bloggers write posts with less than 500 words
● Longer Headlines (14-17 words) = more social shares
● Backlinks Greatly Improve SEO - but 94% of posts have ZERO backlinks
● There is no “best day” to publish
● Use List Posts, “Why” and “Questions”
Source: https://backlinko.com/content-study

27. 5 Prep For Your
Writing Session
minutes

28. PREP
Images
🔍
Keywords
📁
Workflows Research
● Unsplash
● Pixabay
● Pexels
● Google
Keyword
Planner
● Google Search
Console
● Ubersuggest
● Dropbox
● G-Suite
● Co-Schedule
headline
analyzer
● Google
Analytics
● HubSpot blog
idea generator
● Quora
● Google Trends
● Conduct
surveys via
social & email

29. BONUS
#1
Measuring Your
Performance &
Progress

30. GOOGLE ANALYTICS
There are over 10,000 metrics you can track with
Google Analytics.

31. GOOGLE SEARCH CONSOLE

32. BONUS
#2
Refine +
Optimize

33. REFINE + OPTIMIZE: CHECK YOUR DATA
Step 1: Based on your analytics, refine your blog topic ideas. Get
more granular on popular topics, or do a “series”.
Step 2: Update the keywords you’re using in each post based on
what you’re “ranking” for (look for positions 4-10).
Step 3: Know where your traffic is coming from (Referral traffic!)-
and promote there! Show up where your audience is!

34. REFINE + OPTIMIZE: WORK YOUR ARCHIVES
Step 1: Identify blog posts worth updating (i.e. those that can be
improved upon or have potential to rank higher). Update at least
one old blog post per month.
Step 2: Update the content for accuracy, freshness, and
comprehensiveness.
Step 3: Infuse new keywords based on the new data you’ve
pulled and link back to newer posts on the same topics.
Step 4: Re-publish as new by changing the publish date so it's
featured as new on your blog. Then promote your updated content
just like you would any brand new post.

35. Finally Succeed at Blogging More in 2019
www.twentyoverten.com/content-assist
We’ve got content that’s fast, affordable & customizable, so you can make your
online presence more lively, engaging & search-engine optimized.
New Sign-Ups Get $50 Off Through 3/1
Use Code: Blogmore19

36. Outsourced Content Creation & Strategy
Ghost writing, blogging, social media management, email marketing
assistance, coaching for local strategy, analytics.
Content Coaching
Hourly virtual coaching programs and on-site coaching sessions for you
and your team.
Free Resources for the DIY Marketer
Blog, newly-launched podcast, free marketing and best practice guides -
and more!
perfectlyplannedcontent.com

37. Questions?
https://www.linkedin.com/in/samanthacrussell/
marketing@twentyoverten.com
https://twentyoverten.com/
(855) 360-1732
https://www.linkedin.com/in/zoe-meggert
zoe@perfectlyplannedcontent.com
https://perfectlyplannedcontent.com/