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To blog or not to blog?

Whenever you search the web, there’s a good chance you’ll end up on a blog. These self-serve mini websites have exploded in popularity in recent years, and now cover every conceivable topic. Free blog software like WordPress and Blogger makes setting up a site easy and come with built-in “social” functionality, so readers can re-post your content, comment, and share it with friends.

As a financial advisor, you can use a blog to help establish or reinforce your credibility on financial planning, taxes, or other subjects. A blog can also be an effective way to build a reputation with your target audience, enabling you to enhance your visibility and position yourself as an expert. Remember that, unless you are a sole proprietor, your blog will in many ways represent the firm you work for — even though it is not part of your employer’s official website. This is particularly true of broker/dealers, who will likely consider your blog “marketing.”

So, should you start a blog? Here are a few pros and cons to consider:

How to get started
1. Check with Compliance — If you are interested in blogging and work for a broker/dealer, check with your firm’s Compliance department to see if they allow blogging (RIAs could have much greater leeway).
2. Think of your niche — There are thousands of blogs out there; what will you bring that others aren’t (and is that something you can support week after week)?
3. Check out the blogging sites (this blog was built in WordPress) — Review the choices of blog designs or “themes” and select one that you think you can support with new content at least once a week.

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One Response to “To blog or not to blog?”

  1. Stephanie Sammons says:

    Publishing your thought leadership is one of the most effective ways to establish yourself as a “visible” expert in today’s world, especially given that advisors can’t accept public recommendations and testimonials. What we have found is that for most advisors who embrace blogging, the pros outweigh the cons, and the cons can be mastered or overcome!

    Kudos on your WordPress Blog Putnam!

    Stephanie Sammons

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