The blogging business is booming and the financial space is no exception. Personal finance bloggers often start by documenting their own personal financial journeys and sharing money-saving advice. For some, those journeys lead to a successful business.
For the past decade, the Plutus Awards has been recognizing these creators with an annual ceremony and award season that puts the focus on excellence in financial media. The awards recognize independent financial media voices as well as favorite products and services in the financial industry.
According to Harlan Landes, founder of The Plutus Awards, “It’s been really interesting to see how the community of bloggers and podcasters has changed. Many blogs and podcasts have become a lot more sophisticated and marketable.” He adds, “People are a lot more concerned with building their businesses and brands, more so than 10 years ago.”
Here, twenty of the 2019 Plutus Awards finalists share what they have learned while building their blogging businesses. As with any small business, their paths to success are diverse. Some of the blogs nominated are young, while others have passed the decade mark; some of these entrepreneurs make a full-time living from their blogs while others use theirs to attract clients for other types of services, such as freelance writing or financial-planning services.
All have a passion, though, for helping others navigate the often confusing world of personal and small business finances. Here’s how they do it:
Biggest lesson/challenge: "For me, being part of a community of fellow business owners has been key. This was true way back when I started a wedding photography business, and it’s been true ever since I started helping people get out of debt. Viewing other small business owners as community members with similar goals versus seeing them as competition means you approach the world a different way.
"Sharing knowledge and being there for one another benefits everyone involved, especially since our businesses are similar. We know what each other are going through to a certain extent, and can share pitfalls, resources, and successes. There’s room for everyone to succeed."
- No one reads my blogs
- I don’t know what to write about
- I don’t know how to put my thoughts into words
- People don’t buy after they read
- My grammar is poor
- I’m not sure that I sound credible
- I don’t have time to write blogs
- I don’t know how often I should blog
- It takes too long to build an online presence
- Other people have already written about this topic
1 – No one reads my blogs
It takes time to build readership. Even marketing gurus like Neil Patel started somewhere. Indeed, there was a time when no one read his blogs but now he gets millions of hits every month.
Have a blogging plan and try to stick to it – don’t give up too soon. It takes a minimum of 12 months to get the visibility and traction that brings results. You can do it!
2 – I don’t know what to write about
Remember that no one knows as much about your business as you do. What might feel obvious to you, is likely to be insightful to others who want to learn more about your industry. Create a notes folder on your phone where you can keep new ideas, or jot down thoughts during the week so that you’re never looking at a blank page when it comes time to write.
3 – I don’t know how to put my thoughts into words
This is a common problem so don’t worry too much about it. Remember that your readers aren’t looking for a literary piece. They want to learn something valuable so they will forgive the odd rambling sentence. One great tip is to record yourself talking about the topic. Then use the recording to help write the blog post. write blog posts that keep our clients’ style and voice – we record them talking about their area of expertise.
4 – People don’t buy after they read my blog
If your blog is simply a means to sell your product, you might be disappointed. Your blog serves a different purpose. Yes, you can make sales as a result of blogging but it’s first purpose is to boost your visibility and to educate your marketplace. Blogging also helps with SEO by establishing your brand as a thought leader in your industry. Don’t worry too much about sales to start with.
5 – My grammar is poor
Struggling with there/their/they’re? Studies show that bad grammar can impact your credibility. So, you’re right to be concerned. Luckily, there are some easy fixes. Consider asking someone to proofread your blogs for you. Or install an online spelling and grammar checker such as Grammarly.
6 – I’m not sure that I sound credible
Imposter syndrome is a real thing – just ask Sheryl Sandberg! We all worry from time to time that we don’t know as much as the world thinks we do. But think about everything that you’ve accomplished for you and your business. List three recent success stories, and shrug off the doubts. As you write blogs, add external links to research and stats. It beefs up your writing and adds credibility.
7 – I don’t have time to write blogs
Everyone wishes there were more hours in the day to tick items off their bucket list. Writing a blog is one of those things that many businesses know they should be doing. But often gets put off. A blog is worth spending time on, as it helps to build an audience, boost exposure and interact with your target market. If you feel strapped for time, try blogging something that’s less time-intensive. For instance, a large image with just a few lines of text underneath. This can attract different kinds of readers and could take five minutes to put together. It might not offer depth, but it will be easily shared and gives you an opportunity to write a long-form blog about it later on.
8 – I don’t know how often I should blog
Many people start a blog with excitement, posting their ideas multiple times a week before losing steam. Consistency is key when you’re creating a blog. Create a schedule and stick to it. For example, publish a blog once a week, once a fortnight or once a month. That way your readers know what to expect. If you have more ideas – save them for later. No doubt there will be times when you’re low on creativity and want a bank of blogs to pull from.
9 – It takes too long to build an online presence
There is no silver bullet: You can’t build an online presence overnight. But when was the first time you thought about starting a blog? Imagine if you’d been working on it ever since. Your online presence may have been fully-fledged by now. Start your blog. Then speed up the process of creating an online brand by adding business social media accounts to your business. Ensure that you have one clear voice and personality across all channels.
10 – Other people have already written about this topic
There’s nothing new under the sun. Everything has been talked about before! Those in the arts say that there are only seven stories out there. Yet, we have millions of books and movies to choose from when we curl up with a good novel or a film. The unique thing about your blog will be… you! Nobody else can tell your thoughts or state your outlook on your industry. So be brave and tell your story from your own perspective. Let go of the excuses and ready…set… blog!
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