Consumers no longer want to be sold to, but rather educated.
Considering that 70% of the buyer’s journey is complete before a buyer even reaches out to you, one of the best ways to build trust and credibility is through content marketing.
As a Financial Advisor, there are many benefits to creating engaging content including building trust with prospects, getting noticed online, improving your search engine ranking, and many more.
Is an eBook part of your content marketing strategy? In this article we will discuss why eBooks are one of the most effective content marketing techniques.
Try not to think of an eBook as a 100-page novel that you’re publishing online, but rather a digital resource that your audience will value while further establishing your expertise in the financial industry. So, why should you write an eBook?
It’s a great lead generation strategy
Followed by whitepapers, webinars and case studies, eBooks rank fourth in the list of types of content used to make B2B purchasing decisions (Curata). eBooks are considered to be high-value pieces of content since they are usually an in-depth look into a topic. With a higher perceived value, your audience will be more willing to provide you with their contact information in exchange for access to your eBook. This is a win-win situation for lead generation; your prospects will receive something valuable and in return, your contact list will grow.
It boosts your Search Engine Optimization (SEO)
Search engines love websites that are constantly being updated with unique and fresh content. This means that Google will send crawlers to your website more frequently, helping you rank higher for keywords that you are targeting. As a result, this will help increase your website visibility and attract more prospects to your website. Another aspect that helps boost your search engine ranking and increase visibility is through new and return visitors to your website. If your audience feels that your website is a great source for valuable information, they are more likely to return for more. With a higher number of visits – your search engine ranking will improve.
Effectively repurposes your content
Content repurposing involves taking your existing content and adapting it to a new content angle or format. Incorporating this into your content marketing strategy is a great way to get more mileage out of your content. eBooks are a great way to repurpose your content because you can compile existing blogs that fall under the same topic.
For example, we have repurposed some of our blogs to create the following eBook: How Financial Advisors can use Content Marketing to Boost Website Traffic. And, best of all is that eBooks can go anywhere. You can post them on social media, and other websites, as well as use them in your email marketing efforts. Your audience will appreciate having different ways to read your eBook.
As Bill Gates once said, “Content is King.” Without unique and fresh content, your Advisor website will blend in with the crowd. A great way to differentiate your business and establish thought leadership is by writing an eBook. Creating a quality eBook helps to cement you as a thought-leader and establishes authority in your field. An eBook demonstrates to your target audience that you have a depth of knowledge to share on specific topics in your industry.
There are many different strategies you can implement to expand the reach of your eBook. Here are a few different ways to market your eBook, as well as a couple of things to keep in mind:
- Put it on the homepage of your website or blog
- Build popularity and awareness through link building, social media and email marketing
- Use CTAs throughout your website that lead to your eBook landing page. Try A/B testing to see which CTAs are more effective.
- Make sure to collect the names and emails of people downloading your eBook
eBooks are a great way to boost your SEO, connect with prospects, generate leads, and position yourself as a thought leader in your industry. Writing an eBook can be very time-consuming, but a great way to start is to organize your ideas and start writing smaller blog posts that you can eventually repurpose and compile into an eBook.
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