- Susan Weiner Investment Writing

Blog post headings vs. no headings for your financial blog

November 6, 2017/in blog/by Susan Weiner, CFA

Should you use blog post headings when you write? One of my readers asked me this recently as he worked on his financial firm’s blog.

Reasons to use blog post headings

If you’re a regular reader of this blog, you’ve probably guessed that I like headings.

For starters, headings make blog posts easier to scan by dividing your content into distinct blocks. When the headings capture the focus of each of your blog post’s sections, they make it easy for your reader to decide if your blog post is worth reading. They also add visual appeal.

Here’s what one of readers told me about why he likes headings:

Blog post headings help me to:

Quickly scan the content of an article – beyond just reading the title

Zero in on the action steps that the writer is recommending.

Headings may also improve the SEO (search engine optimization) of your blog post. According to “Headings and why you should use them” on the Yoast blog:

…headings still help Google to grasp the main topics of a long post. …Google might scan your post…and why not make that as easy as possible?

When to skip blog post headings

Skip headings when your blog posts are too short or unfocused.

How short is too short? This post has fewer than 300 words, but I still think the headings are helpful. If I didn’t use headings, could you grasp at a quick glance that I discuss when to skip headings?

On the other hand, I don’t think headings would have added anything to my post, “Writers, do you know when something’s wrong?” There wasn’t enough content there.

YOUR thoughts

I’m curious to know how you use headings in your blog posts. Please comment.

Don’t give up on being different

August 11, 2017/in blog, writing/by Susan Weiner, CFA

Do you worry that nothing can make your writing stand out from the rest of the pack?

Here’s some inspiration for you from Roger Rosenblatt’s Unless It Moves the Human Heart: The Craft and Art of Writing:

Eventually, we all tell the same stories, yet none of our stories sound like anyone else’s. Think of your dullest family member, the pixilated uncle who tells the same family anecdote over and over every Thanksgiving. Even he never tells his story the same way twice.

Rosenblatt’s statement reminds us that everyone expresses things differently—and their own way of expressing themselves varies over time. As a result, the way that you express yourself is inherently different.

But, you may say, I don’t want to be a boring uncle. Of course not. That’s why you should build on your differences.

Ways to differentiate your writing

Consider using the techniques I discuss in “How to add personality and warmth to your financial writing, part one” and “Part two.” (The two posts are summarized in “Infographic: 5 ways to add personality to your financial writing.”)

Also, strive to make your writing achieve the three C’s of being compelling, clear, and concise.

Another way to differentiate yourself is to speak to a narrowly defined audience. Show that you understand your audience’s unique characteristics.

Do these things, and you’ll achieve a difference that attracts readers.

Disclosure: If you click on an Amazon link in this post and then buy something, I will receive a small commission. I only link to books in which I find some value for my blog’s readers.

Financial blogging lessons from my spinning class

February 16, 2016/in blog/by Susan Weiner, CFA

I learned some financial blogging lessons in a funny place—at my gym.

Spending 45 to 60 minutes on a stationary bicycle boosts my heart rate in my spinning class. It’s good for me, but I can’t say that I enjoy it. Sometimes my mind wanders, as I try to distract myself from my exertion. Sometimes I write haiku in my head, counting syllables on my fingers. In a recent class, I thought about how a good spinning class offers lessons for a good financial blog.

1. Personality matters

I most enjoy spinning classes—and blogs—led by individuals with great personalities.

I can get a great cardio workout in any spinning class. However, I’m fussy about which classes I’ll attend. I like the instructors with a rah-rah “You can make it up the mountain on your bicycle” attitude. They’re positive people who give me energy. Instructors who simply read instructions in a monotone leave me cold. That’s true even when their classes are technically competent.

Similarly, bloggers who combine personality with competence attract more attention from me and other web surfers.

To show personality in your financial blog, try the following tips.

Share a personal story or a personal passion to illustrate a blog post.
Use some of your characteristic expressions when you write. Write as if you’re carrying on a conversation. But don’t go overboard, as I discuss in “Writing wisdom from novelist Gish Jen.”
Check out the techniques in”How to add personality and warmth to your financial writing–Part one” and “Part two.”

2. A comfortable environment matters

I keep a blanket in my husband’s car because I’m always cold. But somehow I heat up quickly in spinning class. I couldn’t survive if my gym lacked cooling equipment. I go early to the gym to get the bike in front of the portable fan because I get hot before my classmates let the instructor turn on the air conditioning. My environment matters.

Similarly, the right environment makes a blog more comfortable. In blogging terms, this means an attractive, uncluttered layout. Reader-friendly language and images that help to tell your story also make a blog into a place where readers linger.

3. Value matters

Spinning classes push me. I work out harder in class than I would on my own. That’s thanks to the teacher’s encouragement, the beat of the music, and the sight of my hard-pedaling classmates. Spurring me to work harder is the biggest value that I find in spinning.

A good financial blog offers value to its readers. The value may come in terms of the blogger’s information on investments, financial planning, or other practical topics. Or perhaps the value comes in the form of encouragement. Some readers understand what they should do, but find it difficult to implement on their own. A little encouragement—or a reminder that all of us struggle with similar issues—can go a long way.

4. Sameness bores

One of my spinning instructors relies on one instruction—”Add more resistance”—for variety in class. There are so many other variables she could change. Spinning has three positions: first, pedaling in a seated position; second, standing; and third, hunched over the handlebars. There are sprints and other cadence changes. Some teachers vary according to the students’ perceived level of exertion, such as “can’t carry on a conversation.” I prefer teachers who teach less predictable classes with more variety.

When writing your financial blog, use a broad enough array of topics and techniques. For example, it’s unlikely, though not impossible, that your blog could thrive if you only write variations on “One way you can save enough to retire by age 50.” However, your blog should have a focus, rather than bouncing all over the financial world.

5. People approach your material at their own level

There are some people in my spinning class who think nothing of bicycling 50 miles at high speeds on the road. There are others with physical challenges who feel fortunate to be able to pedal seated at a low resistance. Students at different levels perform differently in class.

Similarly, the readers of your financial blog will come at it from different levels of knowledge and motivation. You may find it helpful to identify your target reader so you can pitch your posts at their typical level of knowledge and motivation. If you try to write for all levels, it may be hard for you to find readers who consistently return to your blog for information.

6. You can’t please everyone

People aren’t all the same. That makes this a more interesting world. It also makes it impossible for one spinning class or one blog to please everybody. There are people like me who get bored by spinning instructors who focus on adding resistance. There may be as many, if not more, who relish the challenge of consistently adding resistance.

With your financial blog, you’ll find people who think your blog is too basic, while others think it too advanced. You can’t please everyone. If you add value and target a niche that includes a reasonable number of people, you’ll find an audience. If your blog taps an issue related to your investment, wealth management, or financial planning business, it will also bring you new business.

YOUR financial blogging lessons?

If you spin, or if you have strong feelings about financial blogging, please comment with the financial blogging lessons you’ve learned through your experiences.

Spinning class image courtesy of photostock/FreeDigitalPhotos.net

What’s too long for a blog post?

February 11, 2016/in blog, writing/by Susan Weiner, CFA

What’s too long for a blog post? I stirred up a lively conversation when I posted this question on social media earlier this year. I asked because I’d drafted a 2,400-word blog post. That’s unusual for me. My natural length seems to be 400 to 600 words, although I’ve written longer.

As I expected, there’s no consensus on the perfect blog post length. However, you can make the decision that’s best for you, if you understand the issues.

The case for blog posts running 2000+ words

Long posts do best, as measured by shares and links. That’s what BuzzSumo-Moz research on content—that’s content of all kinds, not just blog posts—suggests, as reported in Contently’s “5 Ways Content Goes Viral.”

“Long” means way longer than the typical blog post. It means 2,000 words or more. To put that in perspective, according to Contently, “After studying close to 490,000 text-based articles, BuzzSumo and Moz found that 80 percent of content contains fewer than 1,000 words, while only 2.5 percent surpasses 3,000 words.”

The difference between shorter and longer content was dramatic. Content with less than 1,000 words averaged about 3.5 shares apiece vs. almost nine shares for content with 2,000 to 3,000 words, and 11 shares for 3,000+ words.

Evidence from financial blogger Michael Kitces

When I think about long blog posts, I think about Michael Kitces, who writes the Nerd’s Eye View blog. He shared the following graph with me, showing that long content dominates his shares. In fact, 2,000 to 3,000 words is his perfect blog post length.

Michael Kitces' perfect blog post length is 2000-3000 words

Michael Kitces’ share counts by article length. Image courtesy of Kitces.com

Here’s what Michael said to me in an email exchange about longer blog posts:

I’ve found that optimal length seems to be in the 2,000 – 3,000 word range.

We often say that people “don’t have time” to read long posts. And I suppose technically that’s true. Most people don’t. But people who have REAL problems, need REAL solutions, and might want to HIRE you, are the ones who are motivated enough to actually read a long post. And get interested. And do business with you.

So think of it this way: writing long and thorough posts is a great screening process, because it helps to ensure the people who read it are interested enough to potentially do business with you.

That’s an intriguing point about your best prospects being willing to read your long posts.

An earlier Investment Writing take on blog post length

For another perspective on blog post length, read this guest post on my blog “Do longer articles really get shared more often?”

Reasons you shouldn’t go long

1. Sharing isn’t the same as reading

If you’d like people to read your content, rather than simply sharing it, shorter may be better. When people share your content, they may not have read it from start to finish. I’m living proof of that.

I confess that I’ve shared articles that I haven’t finished. Why? Because I’ve found an article that I believe will interest my followers, but it isn’t that useful to me. I read enough to find worthy content and then I skim the rest to get a sense of whether it upholds the standards of the beginning. If there’s one tip in the first part of the article that can help my connections move closer to achieving their goals, I figure it’s worth sharing.

When it comes to getting your readers through an entire post, shorter is better, unless the reader is motivated to learn about the topic you present. To support this, here are some of the comments I received in response to my asking if I should publish a 2,400-word blog post:

I’ve been staying under 1000 for my site….a typical newspaper column used to be about 500
Few blog entries I’ve edited were more than 550 words long.
I think it’s too long!

Several respondents suggested breaking my blog post into two parts to make it more manageable. They also made the smart suggestion that I should structure a long post to make it easy for my readers to absorb.

2. You’re not good at writing long

Don’t write long blog posts if can’t do a good job on them. You need compelling insights or strong writing skills—or both, ideally. Without them, you’ll drive away the people whom you’re trying to attract.

One person who commented on my question said, “Long posts are better if well written.” Clearly they they don’t enjoy poorly written long posts. Who would?

3. Your topic doesn’t need a long explanation

If you emphasize length over content, you’ll end up with repetitive, boring blog posts.

Your content should be “long enough to make your point,” as one of the people who commented on my blog post length question. Don’t make it longer than that.

Short can work

What if you lack the skill or motivation to write long? Don’t give up!

Short can work.

In “How Long Should Each Blog Post Be? A Data Driven Answer,” Neil Patel shares the example of Seth Godin. Godin has been tremendously successful with short posts on his Seth’s Blog. At a quick glance, his posts generally run fewer than 300 words. Many run under 100 words.

Still, if you’re not a social media visionary like Seth Godin, consider writing longer than him. Yoast, which produces an SEO optimization plugin (to help you get found in online searches) suggests in “Common sense for your website” that you aim for a minimum of 300 words:

Your page content should contain at least 300 words. That has a simple reason: would your page be a great source for the topic or keyword you want to rank for when it would only contain 50 words? Is that all there is to say about that keyword? I don’t believe that, you don’t believe that and Google does not believe that. There should be a significant amount of content for your page to be considered a great source of information.

The perfect blog post length?

What’s the perfect blog post length? It depends. The answer will vary depending on your goals, the strength of your writing and information, and the time that you have to sink into writing.

I’m going to continue to average far fewer than 2,000 words per post, despite all the research about sharing. Shorter works for me, with some exceptions.

Speaking of exceptions, I published “My experiment blogging on LinkedIn,” the blog post that sparked this discussion, with a length exceeding 2,700 words.

Please tell me what you see as the perfect blog post length.

Blog image courtesy of Stuart Miles/ FreeDigitalPhotos.net

Blog post template: Write about a talk

February 9, 2016/in blog, writing/by Susan Weiner, CFA

Do you get tired of generating original material for your blog? Do you attend talks on topics that would interest your blog’s audience? If so, you can benefit from this template for blogging (or writing an article) about a talk. This blog post template will help you to spend less time thinking and writing. Plus, you’ll get better results from what you write.

This blog post template draws on my many years of blogging about presentations that I attended at the Boston Security Analysts Society. Plus, I also covered conference presentations as a staff reporter for Dalbar’s Mutual Fund Market News (now Money Management Executive) and as a freelance writer for Advisor Perspectives. If you’d like to learn more about writing blog posts, check out my financial blogging class.

Here is the process you can follow to apply my blog post template:

Introduce your topic
Give credit
Make at least one point
Write your headline

Step 1. Introduce your topic

Don’t make the mistake that too many amateurs do. Don’t kick off your article by saying “I went to a talk and it was great.”

Instead, start by sharing the speaker’s topic or main point. For example, I led with “‘U.S. economic growth is recovering robustly, receiving the usual cyclical boost from housing and inventories,’ said Dean Maki” in “Recovery will be stronger than consensus, says Barclays Capital chief U.S. economist,” a 2009 blog post. This quickly told the reader what they’d learn in the piece.

Doesn’t that beat the heck out of an introduction that lacks substance? For example, I can imagine an inexperienced writer starting with something like the following: “I went to one of the Boston Security Analysts Society’s excellent lunch presentations for Boston area investment professionals where Dean Maki, managing director and chief U.S. economist of Barclays Capital spoke and I got some great insights into the U.S. economy.” Yes, I’m exaggerating how badly most people write. However, I bet that you’ve read plenty of blog posts and newsletter articles that started similarly. Still, I am grateful that those authors take the time to credit the source of the observations that follow their introductions. That’s far better than presenting someone else’s ideas as your own.

Step 2. Give credit

If you pick up some great ideas at a talk, it’s good to give credit to your source. Just don’t write it in the way that I’ve parodied in the preceding paragraph.

Name the speaker, the title of his or her presentation, the sponsoring organization, and the date, if applicable. This information helps your readers to assess the credibility of the information in your blog post. The date will cue in the reader if information cited in the presentation is no longer current.

Here’s how I gave credit in the first paragraph of the Maki post:

“U.S. economic growth is recovering robustly, receiving the usual cyclical boost from housing and inventories,” said Dean Maki, managing director and chief U.S. economist of Barclays Capital in his “U.S. Economic Outlook” presentation to the Boston Security Analysts Society (BSAS) on December 8.

In the Maki post, I covered steps 1 and 2 in my first paragraph. Then, I moved to Step 3.

Step 3. Make at least one point

When you report on a talk, you don’t need to cover everything the speaker says. Especially in a short blog post, it’s fine to focus on one point.

In the Maki post, I focused on the economy’s strength, the theme introduced in my first paragraph.

Here’s the structure for the rest of the post, in terms of points made:

Paragraph 2: Maki sees a strong recovery, in contrast with the consensus, because he doesn’t see tight credit as a problem.
Paragraph 3: He thinks strong growth will be driven by these factors.
Paragraph 4: Here are his specific predictions for the economy.
Paragraph 5: Maki sees two things that could derail his predictions.

Here’s the flow of the piece, in terms of the actions I took:

State the speaker’s main opinion.
Provide supporting evidence.
Go into more detail about what the information covered above means.
Provide information about what could go wrong.

Here’s a generic version of my blog post template for you to follow.

State the speaker’s main opinion.
Make your first point. For example, you could describe the main piece of supporting evidence offered by the speaker. Or, you could describe the first of the speaker’s three main suggestions. Or, tell a story that illuminates the speaker’s main opinion.
Make your second point. For example, you could explain the second piece of supporting evidence offered by the speaker. Or you could explain why you disagree with the speaker’s main point.
Make your third point. For example, you could introduce a related theme discussed by the speaker.
Offer a conclusion or call to action. For example, if you’re an investment or wealth manager reporting on economic predictions, you might say how the predictions will influence how you manage money for your clients—or how the predictions should influence your readers’ behavior.

Step 4. Write your headline

It’s often easier to write your headline after you’ve completed writing your entire blog post or article. Writing may help you to identify your main point so you can feature it in your title. For the Maki post, I chose “Recovery will be stronger than consensus, says Barclays Capital chief U.S. economist.”

In addition to highlighting the main point, I included Maki’s corporate affiliation. I chose that over his name because I figured that Barclays Capital had better name recognition.

Apply this blog post template to a longer article

When you write a longer article, you may feel tempted to cover more of the speaker’s twists and tangents. You may also try to present the information in the order and structure used by the speaker. Sticking closely to the speaker’s approach may hurt your article or blog post.

Some speakers wander all over the place. That’s fine when you’re listening to an insightful, entertaining speaker. However, that structure doesn’t translate well into writing. I urge you to pick one theme and stick with it.

I ran into the problem of the wandering speaker when I wrote “Dan Fuss: The 50-Year Opportunity in Bonds” for Advisor Perspectives in Dec. 2008. Fuss held his audience rapt, but he rambled. He’s a leading thinker in the area of fixed income, so any speech by him is an opportunity to gain valuable insights. Still, his talk didn’t lend itself easily to becoming an article. However, along the way he made one point that riveted me: Opportunities in the bond market are as attractive now as they have been in at least 50 years.

The 50-year opportunity in bonds became the focus of my piece, which hit the top 10 list on Advisor Perspectives. I focused the article under two headings. First, “Treasuries overvalued, and investment-grade and high-yield attractive”; and second,”When will it end?”

Believe me, the talk Fuss gave was not as focused as my article. It’s fine for a talk by a leading thinker in the field to ramble. It’s not okay for a written piece. To fix the problem, I created a structure that didn’t exist in the original talk.

To identify the main themes for my article, I used mind mapping, which I teach in my book and my financial blogging class. Then, I used the mind map to organize my thoughts before writing the article.

Sometimes the most important decision you make in writing up a speech is what to omit. I ignored lots of my notes because they didn’t support my theme of the 50-year opportunity in bonds.

Try this blog post template

If you use my blog post template to write about a talk that you attend, please post a link in the Comments section of this blog. If you’d like more guidance from me on how to write this kind of piece, you can sign up for one-on-one coaching or my financial blogging class.

My experiment blogging on LinkedIn

January 21, 2016/8 Comments/in blog, social media/by Susan Weiner, CFA

Have you noticed that you can blog on LinkedIn? At first, I told myself “I’ll never do that.” However, as I found myself clicking on posts by my connections, I realized that I should reconsider. Thus began my experiment blogging on LinkedIn. The results surprised me. I’ll share them with you. By the way, if you’d like to learn to write better blog posts, check out my financial blogging class.

In this post I discuss:

Why blog on LinkedIn?
Five types of content for blogging on LinkedIn
My results from blogging on LinkedIn
Tips for blogging on LinkedIn
Google and duplicate content on LinkedIn

Why blog on LinkedIn?

If you’re trying to influence people in the business world, LinkedIn is the single best place to find them. It has more than 400 million registered members—including more than 120 million in the United States—as I draft this post. Blogging on LinkedIn commands attention in the flow of LinkedIn status updates that members see.

The LinkedIn notifications flag appears in the middle of this image.

Your LinkedIn posts show up in the flow that dominates your home page on LinkedIn. Also, when you click on the notifications flag in the upper right-hand corner of LinkedIn, LinkedIn posts figure prominently. In these locations, your posts may catch the attention of people who would never visit your blog or sign up for your newsletters. You can reach the eyes of people who can hire you, buy your products, or pass your name along to your prospects. That’s golden.

I take LinkedIn seriously because it has been a valuable source of traffic to my blog. One of my blog posts, “‘CFA credential implies a standard of care not always upheld,’ says Forbes opinion piece” was shared more than 400 times after I posted a link to it in the CFA Institute Members group on LinkedIn. That was a big deal for me.

Speaking of website traffic, some people warn against posting on LinkedIn because it diverts traffic that might otherwise go to your website. I haven’t switched my blogging focus to LinkedIn. I’m keeping my Investment Writing blog going because I want people to visit my website and consider becoming clients. People who read posts on my blog are more likely than LinkedIn readers to check out my website pages on products/coaching, writing/editing, and speaking. I can also snare blog readers as subscribers to my newsletters. My opportunities to attract such actions by my readers are far fewer when I post on LinkedIn.

Another reason to not blog exclusively on LinkedIn is that you don’t control content on LinkedIn the way that you do when the content resides on your website. I know that first hand. I had a bad experience with LinkedIn’s Company Pages’ “Product & Services” tabs. I told my tale of woe in “Ouch, LinkedIn, why did you do that to me?” Partly as a result of getting burned by LinkedIn, I knew that I shouldn’t close my blog in favor of posting on LinkedIn.

Blogging on LinkedIn is a good complement to blogging on your website. Also, it’s a viable alternative if you don’t have the energy to maintain a blog on your website or if you want to test your ability to blog and to attract an audience.

Your choices for blogging on LinkedIn

You have several choices for the content you post when you blog on LinkedIn.

1. Original content

I rarely post completely original content on LinkedIn. I don’t have the oomph to boost my writing output. However, I make exceptions to share content that wouldn’t be appropriate on my Investment Writing blog.

For example, “Tell me YOUR opinion on this ‘high net worth’ controversy” isn’t a full-fledged blog post. Instead, it’s a request for my connections to answer a poll. I also shared this post in my monthly newsletter and via social media. The results of that poll provided color for a post on my real blog,”‘High net worth’ in your financial marketing.”

I agree with Stephanie Sammons, author of Linked to Influence. She says, “I’ve written a few original posts that exist only on LinkedIn because the topics didn’t necessarily fit with my core blog content.” Instead, she suggests republishing complete or partial posts from your main blog on LinkedIn.

However, it’s possible that Google may penalize content that appears in two places, for example, both on your blog and on LinkedIn, as I explain near the bottom of this post in “Google and duplicate content on LinkedIn.” I don’t think it’s a big concern. However, if it worries you, then emphasize original content in your LinkedIn blog posts.

2. Complete text of content posted on your non-LinkedIn blog

You can post content that originally appeared elsewhere on your LinkedIn blog. LinkedIn has no rules against this.

If you drop the complete text of a blog post—or even a rewritten version—into LinkedIn, you should include text saying that the post originally appeared on your blog. Link back to the original and include a call to action.

Linking back to the original introduces new people to people to your blog and reminds occasional blog readers that your blog exists. Sammons suggests that you put this link at the top of your LinkedIn blog post. I agree that this makes it more likely that people will read your comment and to visit your blog. However, I’ve mostly put the links at the bottom of my LinkedIn posts so readers aren’t delayed from reaching content that offers value.

A call to action is important to entice readers to deepen their relationship with you. After all, you’re posting on LinkedIn because you want people to buy your services or products or to take some other sort of action. Here’s the call to action that I’m using in the run-up to the start of my financial blogging class:

For more tips like this, visit my Investment Writing blog. You’ll receive a FREE E-BOOK when you subscribe to my monthly e-newsletter with helpful communications tips tailored to financial professionals.

Want to learn to blog better? Check out my class, “How to Write Blog Posts People Will Read: A 5-Week Writing Class for Financial Advisors.”

3. Rewritten version of content posted on your non-LinkedIn blog

I don’t have the time and energy to rewrite content for LinkedIn. The most that I’ve done is to change the title and add two new sentences at the beginning of “My best tip for editors who proofread their own work,” which is based on “Why I love Adobe Acrobat Pro for proofreading.” However, if you have the ability to rewrite your content, it could help, as I discuss below in the section on “Google and duplicate content on LinkedIn.”

4. Intro with a link to content posted on your non-LinkedIn blog

To make my life easier, and to increase the likelihood that people will visit my blog, I prefer to post an introduction with a link to the rest of the post on my Investment Writing blog. The introduction can’t be too short. I want to prove to readers that I deliver value before I ask them to click through. “White paper marketing for investment, wealth management, and financial planning firms” is an example of such a post.

However, I tend to write short. Some of my posts feel too darned short for me to ask readers to click through to my blog. “Is it okay to end a sentence with a preposition?” is an example of such a post.

Another factor to consider: Readers may be annoyed by your asking them to click to finish reading your post. I know I feel that way. To inspire people to click, you must convince them with your introduction on LinkedIn that they will find valuable information once they click.

5. Test or quiz format

I invited readers to test their sentence-shortening skills in “Teach yourself to write shorter” on LinkedIn. Here’s the test I gave them:

Print out the list of sentences below.
Write down what you see as the weakness in the sentence.
Write a shorter version of the sentence.
Compare your answers to mine, which I recorded in my blog post on “Can YOU simplify investment commentary better than this?“

You could try a similar approach. You could ask a question and then direct your readers to a blog post for the answer. It could be something specific, such as “How much of your income can you save in an IRA in 2016?”

If you try the test, make it easy for your readers to find the answer. You might even say something like “Read paragraph three on my blog to find the answer.”

My results from blogging on LinkedIn

I had one utter failure. My one purely promotional post to LinkedIn gained way fewer views than any of my other posts. “June 22 WEBINAR: How to Write Investment Commentary People Will Read” had only received 23 views by the time that I drafted this post. I guess the title was too overtly promotional. To attract more eyeballs on the piece, I should have used a title that stressed the benefits instead of the webinar. However, I didn’t want to lure readers with false promises.

Generally speaking, my LinkedIn posts have received about 120 to more than 350 views, according to LinkedIn’s analytics on Dec. 30, 2015.

“My best tip for editors who proofread their own work” was a big winner. It gained 368 views, 41 likes, and 3 comments.

Demographics for PROOFREADING post

You may be surprised by my reaction to what looked like a success with 368 views. The knockout performance by my proofreading tip made me wonder if LinkedIn blogging was right for me. To understand why, look at the demographics of the post’s viewers, as reported by Linkedin (see the first Demographics of your readers image). Then, compare them with the demographics of my post on “How to make one quarterly letter fit clients at different levels of sophistication,” which received 134 views (see image below).

demographics of quarterly letter LinkedIn blog readers

Demographics for QUARTERLY LETTER post

My proofreading post won plenty of views, but it seems as if many of the readers didn’t belong to my target audience. Almost 70% were in higher education. That contrasted with my less popular quarterly client letter post which did well with people who might hire or refer me. with close to 80% in financial services or investment management. This made me wonder if blogging on LinkedIn is best for people who write about topics of interest to the broader public, instead of a niche. While mulling this over, I limited my blogging on LinkedIn to about one post per month.

However, since then I’ve decided that blogging on LinkedIn is worthwhile, as long as it doesn’t take much of my time. Recently I’ve noticed members of my target audience liking and commenting more, even on posts with fewer views. That interaction helps me to learn about the people in my niche.

On Dec. 31, 2015, my LinkedIn blog post on “Treasurys vs. Treasuries–Which is the right spelling?” was featured on LinkedIn Pulse in its “Writing and Editing” category. In the first three days it received 110 views, 15 likes, and 7 comments, despite the long holiday weekend and the esoteric topic. I especially appreciated the comments. However, that’s hardly “going viral.” Still, for the right post, Pulse can help. Snaring a spot on Pulse “can be the difference between getting a few hundred views on your article to getting tens of thousands of views,” says John White in “How to Get Your Article Featured on LinkedIn Pulse.”

You may be wondering, “Susan, have you gained any clients directly from blogging on LinkedIn?” Not yet, but until Dec. 2015 I’d averaged less than one LinkedIn blog post per month so it’s too soon to tell. However, it’s clear to me that my visibility on LinkedIn spurs prospects to contact me.

Tips for blogging on LinkedIn

Here are some tips for blogging on LinkedIn from my personal experience and preferences.

Use images in your LinkedIn blog posts. They’ll attract more views. Make sure the images are sized properly for the space. LinkedIn seeks images that are at least 700 x 400 pixels. (Note: I typically use smaller images because I can get them free from FreeDigitalPhotos.net. I think they look okay). If you want the text in your images to show up when your post is shared via social media, you need to focus your text in the middle of the image. Otherwise, you’ll end up with goofy-looking previews like what you see below in the image I created using Canva.

See how “Proofreading matters” got cut off to become “freading mat” in the green box? Learn from my mistakes so your work looks professional from the beginning.

Tinker with your titles. I think my proofreading post did so well on LinkedIn partly because “My best tips for editors who proofread their own work” is a stronger title than my original title, “Why I love Adobe Acrobat for proofreading.” Perhaps you can come up with a new title that will give your article new life.

Respond to people who comment on your posts. The best practice is the same as when people respond to a post on your official company blog. It’s polite to respond. Plus, it encourages more interaction. As more people comment, your post gains more visibility across your commenters’ LinkedIn networks. Gaining exposure to their connections who don’t yet know you may be particularly valuable. Of course, as a financial professional, you must keep compliance constraints in mind. If you’re concerned about controlling other people’s comments that violate compliance rules, then you may prefer writing only on a corporate blog that you can moderate.

Spend more time promoting the content you post on your corporate blog than what you post on LinkedIn. After all, traffic to your website is typically more valuable than traffic to LinkedIn. I rarely tweet or promote my posts to LinkedIn, aside from linking to them in my monthly newsletter. The one exception is when I want people to respond to a poll that I post on LinkedIn.

Google and duplicate content on LinkedIn

Does Google penalize duplicate content? That’s a widely debated topic. If it were true, it would suggest that you shouldn’t post content from your blog on LinkedIn.

Google says on one of its Help pages that it’s mainly after bad guys who use duplicate content to deceive. Here’s what it says:

In the rare cases in which Google perceives that duplicate content may be shown with intent to manipulate our rankings and deceive our users, we’ll also make appropriate adjustments in the indexing and ranking of the sites involved. As a result, the ranking of the site may suffer, or the site might be removed entirely from the Google index, in which case it will no longer appear in search results.

A post on Search Engine Land quotes Matt Cutts of Google saying about duplicate content, “I wouldn’t stress about this unless the content that you have duplicated is spammy or keyword stuffing.”

However, if you post the same content on your blog and LinkedIn, you run the risk that the LinkedIn version will rank higher in Google’s search results because Google rates LinkedIn more highly than your blog. That’s a shame because your original blog loses a chance to boost its domain authority, in other words, your ranking in search. By the way, if you’d like to learn how to build your domain authority through smart public relations, Gini Dietrich of the Spin Sucks blog is a great resource.

If you prefer to drive traffic to your website instead of LinkedIn, consider delaying the copying of your original blog post to LinkedIn. Let your post build its authority from links and social sharing before you post it to LinkedIn. I imagine this is why Stephanie Sammons suggests in her book, Linked to Influence, that you wait “at least a week before you republish a post from your blog to LinkedIn.”

I’ve been taking delaying tactics to an extreme. Having published about one thousand blog posts, I have plenty of oldies but goodies that I can update to share on LinkedIn. Most of my posts so far have been several years old. Posting on LinkedIn is a good way to get more mileage out of old posts.

What’s YOUR story about blogging on LinkedIn?

If you’re taking advantage of your ability to blog on LinkedIn, I’d like to hear about the lessons that you’ve learned. Please share your experiences.

Thumbs up image courtesy of Master isolated images/FreeDigitalPhotos.net

Boost Twitter exposure from your blog

December 29, 2015/in blog, social media/by Susan Weiner, CFA

I want to shake some financial bloggers and yell, “Why are you giving up Twitter exposure from your blog?”

That’s the reaction I have every time I click a “tweet this” link on a blog post and the auto-generated tweet fails to state the blogger’s Twitter name. That’s an example of “What NOT to do.” If someone visits your website and shares your blog post using this kind of auto-generated tweet, you’re not maximizing your benefit from their generosity.

Sure, your blog post will get some exposure from an auto-generated tweet that consists simply of TITLE plus LINK. However, the person who shares your content is unlikely to take the time to research your Twitter name and add it to the auto-generated tweet. As a result, you’re missing an opportunity to get Twitter exposure for your name and to pick up Twitter followers.

It’s true that a tweet reader could click through to your blog and then look around to find your Twitter name. But it’s not likely. In fact, the tweet reader who doesn’t navigate to your post may instead associate your blog post topic with the person who tweeted your link—instead of you. That’s a shame if you’re trying to build visibility for your investment, wealth management, or financial planning firm.

Boost your Twitter exposure by doing this

Here’s an example of what your auto-generated tweet should look like (yellow highlighting added by me):

My key point? The auto-generated tweet includes @susanweiner, my Twitter name. You can include your Twitter name automatically in tweets generated using your blog’s social sharing plug-in. That’s what I had my web guy set up. This expands my Twitter exposure without my doing any extra work.

Someone who sees “via @susanweiner” may click on my Twitter name to follow me. Even if they don’t take that action, my name may subtly register in their head so they start to recognize me as an expert on financial blogging.

If you’re a financial advisor who blogs about topics that interest potential clients, please make it as easy as possible for them to follow you on Twitter. More Twitter exposure boosts that likelihood that someday a prospect will contact you to learn more about your services. That’s what you want, right?

Check your sharing plug-in’s capability. Act now and enjoy better social media shares for years to come.

Blogging the mistakes your clients make

December 8, 2015/in blog/by Susan Weiner, CFA

Looking for something to blog about—and an easy way to organize your post? Find inspiration for blog posts in “The Mistakes Charitable Startups Make,” a Wall Street Journal article that’s called “Starting a Charity? Here’s What To Do, and What Not To Do” in the online edition.

Blogging mistakes effectively: Copy the formula

Here’s the basic formula:

You do these good things
As you do these good things, you may make common mistakes
Mistakes and their fixes

Mistake 1 and its fix

Mistake 2 and its fix

Mistake 3 and its fix

Mistake 4 and its fix

Part I: You do these good things

It’s good to start with something positive your clients do. It gives them a chance to feel good about themselves.

The Wall Street Journal‘s article kicks off with “People who are passionate about a cause typically have several options.” One of them is starting a nonprofit, the article’s focus.

You can substitute any activity your clients feel passionately about. For example,

Teaching their children to spend money wisely
Creating corporate benefits that boost employee morale and retention
Leaving a legacy for future generations
Planning to travel in retirement

Part II: You may make common mistakes

Teach your clients that their activities may come with challenges. You don’t need to scare the heck out of them. Just give them an incentive to keep reading.

The Wall Street Journal article says the following:

Starting and running a nonprofit is a complicated business, and one that nonprofit experts say individuals all too often seriously underestimate—from raising money and choosing the right board members to filing paperwork correctly. Such shortcomings can lead to costly mistakes, ultimate failures, and sometimes even lawsuits against well-meaning but nevertheless unprepared philanthropists.

Part III: Mistakes and their fixes

After quickly attracting your readers’ attention, provide them with a list of problems and their solutions.

The Wall Street Journal sets off each problem with a heading. For example, THE MISTAKE: Not doing your research or THE MISTAKE: Underestimating the paperwork.

After identifying the problem in a heading, you can quickly explain it. Or, you can follow the Journal‘s example by telling a story of an individual who grappled with the problem. The author of the charitable startup article interviewed people. You may have stories from your clients, colleagues, or personal experience.

Next, explain the solution. The Wall Street Journal makes it easy for readers to find the solutions by adding a heading saying THE FIX.

Wrap up your post

The newspaper story ends with the conclusion of the last mistake-fix pair. You can do the same. However, if your blog post tackles one of your areas of expertise, consider adding what’s known as a “call to action.” A call to action urges the reader to take another step.

Imagine you blogged about “Mistakes People Make When Retiring to Costa Rica.” Your call to action might be “Click to download our report about ‘Managing Your Finances from Costa Rica,'” “Sign up for our webinar on ‘Living in Costa Rica,” or “Call us to discuss how we can ease your transition to Costa Rica.”

Blogging mistakes that your clients can make can turn their mistakes into your success. If you’d like to learn more about better blogging, check out my financial blogging class.

Image courtesy of Stuart Miles / FreeDigitalPhotos.net

Use a wacky days list when you run out of blog ideas

September 22, 2015/in blog/by Susan Weiner, CFA

If you ever run low on blog post ideas, a wacky days list may solve your problem. You can use the list as the basis for brainstorming exercises. Whether it’s Employee Appreciation Day or Be Nasty Day, it’s amazing how a holiday calendar can spark ideas for your financial blog.

Days with obvious relevance

The titles of some days may lead directly to blog post ideas. For example, Employee Appreciation Day made me think of:

How you can help your employees by offering a better 401(k) plan
How your firm appreciates its employees’ continued learning as they try to better serve clients
Three budget-friendly ways to show your appreciation for your employees

Days that trigger personal stories

Some of the calendar days may trigger personal memories that you can use to make a point for your readers. Let’s take National Frozen Food Day. You have a blog post if you remember the great “deal” on frozen food that went bad when you didn’t have enough room in your freezer. There’s a lesson about false economies.

Days that serve as metaphors

Plant a Flower Day could serve as a metaphor. You can suggest steps that your clients can take that will brighten their financial lives as a flower might brighten their gardens.

How about YOU?

How do you use holidays or named days to inspire your blog’s editorial calendar? I’d like to hear from you.

Image courtesy of MR LIGHTMAN at FreeDigitalPhotos.net

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