Blogging sounds simple until you’re three weeks into a busy quarter and realise you haven’t published any blogs since last month.
Whether you’re a buyer’s agent, financial adviser or asset finance broker, the challenge is to build a system that keeps content flowing even when client work takes over.
In this article, we break down five practical ways to keep your blog page consistent all year, without relying on last-minute inspiration.
Choose three to five content pillars – which are the core themes your blog will always come back to. A commercial finance broker might build pillars around cash flow, equipment finance, business acquisition funding and industry-specific lending trends, for example.
Once your pillars are set, break each one into eight to ten supporting subtopics. Under renovation planning, for example, a builder could cover budgeting for unexpected costs, choosing between a renovation and a rebuild or what to ask before signing a contract.
The best blog inspiration is already in your inbox and meeting notes. Log the questions clients ask you, whether that’s over the phone, via email or during a consultation. Ask colleagues what questions come up again and again. Frontline staff often hear the same queries repeated.
Whatever inspiration you collect, funnel it into one collection system, like a shared spreadsheet, so ideas aren’t lost between conversations and content planning. A debt collection agency, for example, could keep a running list of every “Can they actually do that?” question from clients and turn it into a steady stream of explainer content.
Property and finance businesses have a rhythm. Key dates include the annual federal Budget, the end of the financial year and Reserve Bank cash rate decision days. Mapping the important dates onto a 12-month content calendar means you’re never caught off guard by a seasonal spike in client questions you haven’t written for.
A real estate agent, for instance, can plan ahead of the spring selling season with content on preparing a property for market. An accountant can line up EOFY content weeks before enquiries start rolling in.
Pair this calendar with a quarterly planning session during which you review your content pillars, look at your client questions log and check upcoming dates. This one recurring meeting does most of the planning for you, so week to week, you’re simply executing rather than deciding what to write from scratch.
Some content practically writes itself because you’re producing the raw material already. A mortgage broker who commits to a standing monthly market update, covering interest rate movements or lending policy shifts, is producing content they’d be discussing with clients regardless. The blog post is simply a written version of conversations that are already happening.
The same applies to compliance and regulatory changes. Whenever new lending rules, disclosure requirements or tax changes come through, you’re already explaining them to clients one by one. Turning that explanation into a blog post costs you little extra effort, and every client who has the same question can find the answer without needing to call you first.
Some content practically writes itself because you’re producing the raw material already. A mortgage broker who commits to a standing monthly market update, covering interest rate movements or lending policy shifts, is producing content they’d be discussing with clients regardless. The blog post is simply a written version of conversations that are already happening.
The same applies to compliance and regulatory changes. Whenever new lending rules, disclosure requirements or tax changes come through, you’re already explaining them to clients one by one. Turning that explanation into a blog post costs you little extra effort, and every client who has the same question can find the answer without needing to call you first.
Building a consistent blogging system is one thing. Running it every month, on top of client work, is another. If you know the topics your business should be covering but don’t have the skill, time or bandwidth to keep the calendar moving, Hunter & Scribe can help.
Hunter & Scribe is a content writing company that works with property and financial services professionals. Whether you need a financial content writer for a monthly market update or a full content strategy built around your clients’ questions and industry calendar, our team can take the ongoing writing off your plate.
If you’d like a consistent blogging strategy without carrying the writing load yourself, contact Hunter & Scribe.
There’s no universal number, but one well-written article per month is a realistic starting point for most small businesses. Consistency at a lower frequency beats an ambitious schedule you abandon after two months.
Spreading input across the team tends to produce more varied and relevant content than relying on a single person’s perspective. Ask your team to write articles under their own byline to build their professional profile while adding to your content pipeline.
A content pillar is a strategic theme that guides what you write about and why, while a category is simply a label used to organise posts on your website. Pillars come first and shape your content strategy. Categories are the organisational framework of your content pillars.
Outdated posts, particularly those covering compliance or lending rules, should be updated rather than removed. They still have search value and need to be refreshed with current information.
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