It’s Only Natural to be Keen to Show Your Knowledge and Expertise to Your Audience
One problem that mortgage advisors often face when it comes to creating content for their blogs is keeping their posts engaging and interesting for the reader. Unfortunately, there’s a temptation to pack each piece of mortgage advice blog content with complicated language and jargon. Yet, while it’s only natural to be keen to show your knowledge and expertise to your audience, it’s equally important to be entertaining and relatable.
Mortgage advisor blogging should be about finding ways to share your knowledge in an accessible way to boost your website traffic while also improving your rankings in the search engine results. But just how can you achieve this goal when you’re dealing with such complex subject matter?
Fortunately, we’re experts in the business of mortgage advisor content marketing, so here are the key aspects that we believe make mortgage advisor blog posts engaging.
An Easy-To-Read, Visually Appealing Structure
The very first thing that any visitor to your website will see is the layout and structure of your content. If it looks confusing, crowded, or visually unappealing, they’ll simply go elsewhere as quickly as they arrived. Capturing the attention of new visitors quickly is vital, but you also need to persuade them to remain on your site for as long as possible. You can achieve this best by ensuring your content structure is easy to read and attractive to look at.
Huge chunks of text without any breaks are especially off-putting. Bear in mind that the majority of readers will simply scan an article, and they can’t take all the information in when paragraphs are unbroken.
Intersperse your text with any and all of the following to make it easier on the eye:
- Pull quotes
- Numbered lists
- Bullet points
- Video content
- Subheadings
- Images
- Infographics
An Understanding Of Your Target Audience
No matter what you’re writing, understanding the target audience you’re aiming it at is crucial. This couldn’t be more important when it comes to creating mortgage advisor content since you have to be aware of how knowledgeable your readers are in order to aim the language and content appropriately.
You can learn more about the audience you’re aiming at by:
- Reviewing data about your existing clients
- Researching what your competitors are doing
- Reading the comments that readers make on your blog posts
- Establishing a strong social media presence so you can interact directly with followers
- Carrying out client surveys
Knowing who your audience is and what they want and need from your content will put you in the best position to choose the correct tone of voice for your brand to engage with your readers and hold their attention.
Problem-Solving, Purposeful Content
Writing mortgage advisor content simply for the sake of posting something on your blog is never a good idea. Intention and purpose are key. Whenever you create a blog post, you need to have a clear idea to use as a basis. Essentially, you need to know the topic you’re covering and be confident that it’s something your audience wants and needs to know.
Mistake-Free, Professional Quality
Each piece of content you publish gives you the opportunity to make a first impression on a new reader, so you need to be certain that it’s a good one. Grammatical and spelling errors cause your brand to lose credibility – after all, prospective clients need to trust your brand, and if you can’t produce high-quality content, that won’t inspire their confidence. Proofread each post you publish and ensure that not only are the sentences and paragraphs error-free but also that the financial information you’re including is up-to-date and accurate.
If you’re struggling to create content that meets all of these criteria, your best solution is to use professionally-created content tailored specifically to the needs of mortgage advisors. Click here to find out more about how you can access an extensive library of high-quality content at any time to meet your requirements.