How to Write Financial Advice Content That Gets Results (+ FREE Content Quality Checklist)

Want great results with your content?

Then you’re in the right place. 

Because today I’m going to share with you a simple set of principles that you can follow to create highly effective financial advice content. 

These data-driven principles have been modelled from top performing content, such as the post I’m featuring today…

Which is attracting 32,300 visits from Google monthly, with a monthly traffic value of $77,600!

These are the same principles I’ve been applying as an agency owner and direct response marketer (where I’ve been responsible for generating over 20K leads for clients annually).

The best part? 

What you’re going to learn today is rooted in human psychology. 

These principles will work this year. They will work next year. They’ll always work. 

Ready? Let’s do this!

Here’s what you’re going to learn: 

So, what makes great content? 

The best content achieves objectives: 

  • Builds trust
  • Ranks in Google’s organic search results
  • Attracts visitors
  • Gets shared
  • Gets linked to
  • Drives conversions

In short, great content gets results! 

Let’s look at an example from Jeff Rose at Good Financial Cents (data via Ahrefs):

This is currently his highest value organic webpage, delivering the following incredible results: 

  • Ranking in Google’s top 100 search results for over 8,700 keywords
  • Bringing in over 32,000 monthly visits from Google
  • With an attached traffic value of over $77,000!
  • And it’s attracted 639 backlinks from 295 domains (exceptional for boosting Domain Rating and overall SEO performance)

 

As you know, I’m a huge fan of modelling what’s already working. 

That’s why I focus on reverse engineering the best of the best. 

And this post fits in perfectly with my ‘3 part framework’ for creating high converting content. 

Before I introduce you to that framework, I want to make a couple comments on what’s great about this particular piece of content. 

(Test yourself: check out the article here first, then see how many points you picked up on): 

 

  • Readability: I ran the content through the Hemmingway app to get a readability grade: 1504 words with a grade 7.  This is a ‘good’ rating.  
  • Headline: Clearly benefit / outcome focussed
  • Last modified: Tells readers the information is up-to-date
  • Table of Contents: Improves usability
  • “Why Your Home Value Matter”: Gives ‘reasons why’ this exercise is important (establishing context)
  • Bullet points with bloding: Makes it easy to consume the content
  • Link to Travelers.com: This is likely how he’s monetising the visitors (via an affiliate offer), so this is his main CTA. This could be stronger.
  • Clear sections: Well designed sections make it easy to read
  • Links to tool: Links to each tool makes it easy for users to take action
  • Comparisons: The actual reviews of the tools are pretty straightforward  
  • The Bottom Line: Brings it all together and closes it off. Nice use of asking the readers to add their thoughts at the end to stimulate comments

 

 

All in all, I’m sure that you’ll agree that this article is nothing fancy. 

It’s simple to understand. 

It’s easy to consume. 

It’s actionable. 

And it’s clearly getting results. 

Btw, guess what: 

You’ve just learned the ‘SEA framework’ for creating top performing content!

My ‘SEA’ framework for killer content

The SEA framework stands for:

  • Simple
  • Easy
  • Actionable

Can’t get more straightforward than that, right? 

Think about it:

If the content (the messaging, the big idea, the takeaway) is simple to understand, and the content is easy to consume, and the reader can take action on the advice – it’s ripe for high conversion. 

Simple: so much of the financial industry is complicated and confusing. People can put off their financial affairs for years (if not decades) because they’re simply unsure of the right next step. If you can help them get clear and simplify their path ahead, you’ll build trust and remove their friction from taking action.

 

Easy: it doesn’t matter how amazing your content is, if it’s hard to read (formatting) and difficult to understand (messaging), you’ll lose prospects because you are adding friction, instead of taking it away. 

 

Actionable: you can put out the best content in the world, but if your Ideal Clients can’t take action on it to move towards their dreams, it’s not going to move them down your Client Journey to becoming a paying client.  

 

Now let’s take a closer look at how you can bring in a bit of SEA to your content: 

The genius of simplicity

“Genius is making complex ideas simple, not making simple ideas complex.” — Albert Einstein

Here are some guidelines for simplifying your messaging: 

  • One big idea: Try to focus solely on a single big idea for each piece of content. More than that dilutes the message and makes it confusing to take action on (the ‘big idea’ for this piece is SEA!).

 

  • Ideal Client focussed: Remember that people naturally filter everything by ‘WIIFM’ – What’s In It For Me? Ensure the topic is relevant and important to your Ideal Clients’ goals or challenges.

 

  • Benefit driven title: The title for your content is extremely important for SEO (appearing in search results), email (appearing as your subject line), and on your website. Use a headline that’s benefit driven and actionable.

 

  • Clear introduction: Remember the ‘WIIFM’ rule? Let readers know what they will gain out of reading by promising the reader a clear benefit in the introduction.

 

  • 1 focus SEO keyword: Don’t try to focus on more than one core SEO keywords or topic. 

 

  • Semantic keywords: Do try to incorporate content that features closely related keywords & topics.

Easy peasy lemon squeezy 

Maybe your message is razor sharp and fits your Ideal Client like a glove, but if it’s difficult to understand it creates confusion and friction. They’re both the enemies to action. 

Here are some guidelines for making your content easy to consume: 

  • Large and contrasting: Use easy to read font. Avoid light fonts and any design choices which make it more difficult to consume the content.

 

  • Sub-headlines: Break up the content into easy manageable chunks buy using large sub-headlines throughout the content. Users should not have to scroll more than the height of a page before there’s a section break, image or headline. 

 

  • Short and sharp: Short sentences. Short paragraphs. Simple words. Equals EASY to read! 

 

  • Easy to understand: Remember that complexity breeds confusion, which puts the brakes on action. Use Hemmingway to aim for Grade 9 or less language.

 

  • Table of contents: Add this at the top of your articles linking to relevant sections to improve usability. It also helps readers understand what they will benefit from reading.

 

  • Bolding, italics, numbered lists and bullet lists: Should all be used to make the information easy to scan and consume. 

 

  • Images: Aim to include an image in every section of your content.

 

  • Mobile: It’s highly likely that your content will be consumed on a mobile device. In recent promos, some of my clients running Facebook Ads have seen over 90% of visitors coming via smartphones. Always check the content is easy to consume on mobile.  

Actionable content leads the reader 

Never leave it up to chance for the reader to decide the next action to take. You should always be ‘greasing the slide’ to move prospects down your Ideal Client journey as fast aspossible – with the right Call to Actions (CTAs)!

Here are some guidelines for making the right Call to Actions: 

  • Practical advice: Usually the most shared content is highly actionable advice, where the reader gains immediately actionable benefits.

 

  • Singular Call to Action (CTA): Always include a CTA in every piece of content. Don’t confuse readers with more than one CTA. It should be obvious what you want the reader to do next.  

 

  • Ideal Client Journey: Remember to link the CTA to the right stage of the Client Journey (review the theory here). For example, there’s no asking a reader to download a client case study if they don’t even realise that they have a problem that your firm solves. 

 

  • Benefit driven CTA: Always use a Call to Action that’s benefit focussed. For example, ‘Subscribe to our newsletter’ promises no value. In comparison: “Download Case Study: How We Reduced This Entrepreneur’s tax down to 19% Last Financial Year”

 

  • Contrasting CTA buttons: You Call to Action buttons, links or images should be large, contracting and attention grabbing! They should be the obvious thing a user would click on. 

FREE: My SEA Content Checklist Tool

Ok so if you use the SEA principles you’re going to attract the right attention, reduce friction and increase your conversion rates.

The result? More leads!

😃 Want an easy to use tool to ensure your content is SEA – compliant?  

Download our interactive SEA Checklist to quickly review your content against the SEA principles: 

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