A great financial article that you find online does NOT make a great blog post. At least not by itself. It simply gets you to the starting line of writing your blog post.

It’s an excellent idea to link to a provocative or helpful article, as many financial advisors do. But your job is not complete when you post the website address to access a web page or an Adobe Acrobat file. You must also give your reader at least one reason to click on the link.

You can

1. Explain why you feel the way you do about the link–You may agree or disagree with author’s point of view. It’s fine to link to articles with which you disagree.
2. Briefly summarize the article’s relevant points–Many people will be too lazy to click through.

You may think it’s enough to share articles that you like because you’re giving readers a sense of who you are. But link-only communication works better on Twitter. It looks funny on a blog.

You needn’t invest lots of time to turn a link into a blog post. Imagine you’re talking with a client or friend about the article in your blog post. Write out your thoughts and you’ve got a blog post.

Before and after examples

I’ll illustrate what you can do by outlining a blog post based on “A Market Forecast That Says ‘Take Cover,’ ” a column by Jeff Sommer in The New York Times.

BEFORE

Here’s how the minimalist blogger presented Sommer’s article.

You probably don’t feel inspired to click on the link. You may even feel irritated that the blogger expects you to act on so little information.

Next, I’ll sketch an outline of how you blog the same article.

AFTER

In just three paragraphs the “after” example gives readers a sense of the blogger’s opinion. They may be intrigued enough to click through. Or, they may prefer to ponder the blogger’s point of view.

Make sure you express an opinion when you write a blog post that focuses on an article you admire.