Seven Simple Steps to Better Content

From time-to-time we’re privileged to be able to provide our readers with timely and pertinent information that we believe will benefit readers of the Two Dogs Social blog. This post originally appeared on Sarah LeBlanc’s LinkedIn Profile and provides our readers not only with a step-by-step guide to better content but pay special attention to steps #1 and #2 as they have application to your prospecting efforts that go beyond content. Enjoy!


So, you want to publish more original content—now what? It’s hard to know where to begin, especially when you want your posts to stand out from the crowd but you don’t have a lot of time for writing. It’s all a matter of creating a process that works. By following these seven basic steps, you’ll be a content pro in no time.

1.      Know your target market

Who are you trying to reach with your content? Are you looking to deepen relationships with your current clients or connect with new prospects? What are their key demographics, such as geography, age range, and investible assets? Understanding who you’re trying to connect with and what’s important to them will prepare you to…

2.      Brainstorm

When you understand who you’re trying to reach, you can begin to brainstorm their top questions and needs. What keeps them up at night? What problems are they trying to solve that you can help with? Try to come up with 12 different topics your target audience will find helpful.

3.      Build an editorial calendar

Plot out each of your 12 topics onto a 12-month timeline. Consider seasonality as you create your schedule. For example, if you were planning to include an article about tax preparation, schedule it in March or April.

Sample editorial calendar

4.      Assign ownership

Will you be writing all of the articles yourself, or are there other members of your team that can contribute? Consider inviting guest writers as well. In the tax preparation example, perhaps you work with a CPA who would be willing to write this article. Two really fantastic benefits of bringing in guest writers are it’s less work for you and they’re likely to share the post with their own network, thus expanding your brand’s reach into new audiences.

5.      Create content

Follow your content calendar and consistently produce new articles. The frequency is up to you, but it should be something that’s sustainable. Put one person in charge of managing this process, and make them responsible for ensuring the task is completed in a timely manner. Posting consistently gives your audience something to look forward to and ensures your archive doesn’t appear outdated.

An important note: In a regulated industry, you may be required to submit your articles to compliance for approval prior to posting. Be sure to build that approval step into your project timeline.

6.      Distribute

After completing each article, post it to your website as a blog or within an article library. Let your network know when new content becomes available by sending links through email, posting them to social media, and/or adding them to your mobile app.

7.      Measure and Learn

Capture page views on your website, email opens and click-through rates, and social media impressions and engagement (likes, comments, and shares). Note which ones receive the most interactions, and use those findings to drive future post topics, authors, and content.

“All things are created twice; first mentally; then physically. The key to creativity is to begin with the end in mind, with a vision and a blueprint of the desired result.” – Stephen Covey

What process do you have for content creation?

Sarah provides custom marketing and social media consultations for LPL Financial advisors and investment programs. In this role, she consults with and supports clients in effectively marketing their business in today’s increasingly competitive environment. Prior to LPL Financial, Sarah was at the San Diego Union-Tribune where she drove consumer marketing strategy, analytics and advertising agency management for the newspaper’s website, and at Capital One Financial Corporation where she launched vertically integrated marketing programs. Sarah holds a B.A. degree from James Madison University with a major in Media Arts and Design and a minor in Advertising.


P.S. As a thank you for your time we’re pleased to provide you a copy of our eBook: 9 To-Do’s in 9 Minutes on LinkedIn – A Daily LinkedIn Routine for Financial Advisors

Hi this is Jordan from Two Dogs Social! If you’d like professional help with your LinkedIn Profile, send me an email. I’d be happy to provide feedback on your existing LinkedIn Profile along with a firm price quote to strategize and write a new one. Plus, as a reader of this blog I’m happy to offer you a 20% discount. Just mention our Two Dogs Social blog in your email.

Leave a Reply