5. Nail the title – Do your best to determine what will intrigue the reader. Your title almost serves as a promise of the benefit the reader can expect to get out of the content.
Do not try to write the perfect title on the first try. Type up alternative titles to help yourself brainstorm.
The right keywords in titles can also help improve search rankings. (See no. 10.)
6. Have a great introduction – The first paragraph can be considered the foundation to the content. It sets clear expectations, making for a quick, effortless read.
7. Shorten when possible – Pay attention to syllables per word, words per sentence and words per paragraph. Think "less is better." If typing in Microsoft Word, there is a tool with readability statistics that automates the analysis of content.
8. Write routinely – Many advisors struggle to have regular blog posts that are compelling. However, by generating solid content ideas, an advisor can build a regular following outside their networks of connections.
Consider mind mapping to generate unconventional ideas. Start with the tree trunk and the branches off the main topic can be the focus. Extend the branches and a writer will soon have enough content to write a weekly blog for the year.
Build an editorial calendar to plan out communications and even get different parties to share responsibility for the year. If internal resources are not getting the job done, consider using a ghostwriter, editor or proofreader.
9. Promote it – It is one thing to have great content, but if nobody sees it, is it worth it? Leverage social media (like LinkedIn), highlight the Web site pieces in e-newsletters (with tools like Constant Contact) and even consider guest blogging.
Having links directed to a site can help search engines recognize it as popular or more important. The more things pointing toward your Web site the better.