What Should Financial Advisors Blog About?

A Strategy-First Guide to Attracting the Right Clients

Let’s be honest — “start a blog” isn’t exactly groundbreaking advice. You’ve probably heard it before. Maybe you’ve even tried it. And maybe, like a lot of financial advisors I talk to, you ended up wondering:

Does anyone even read financial blogs anymore?

That’s a fair question. And the answer is… yes, if it’s done strategically.

The problem isn’t blogging itself. It’s how most advisors approach it. They write a few generic posts, throw in a market update every quarter, publish them on their site, and cross their fingers that something magical will happen. And when it doesn’t, they assume blogging “just doesn’t work for this industry.”

But here’s the truth: blogging still works — especially in financial services. It’s one of the most powerful tools you can use to build trust, show up in search results, and warm up potential clients before they ever book a call.

The catch? It has to be intentional. Your blog should be doing more than checking a marketing box to say you have a blog. It should be helping you build authority, attract the right people, and support your lead generation efforts.

That’s what this post is here to help with. Whether you’ve been blogging inconsistently, haven’t started at all, or you’re stuck staring at a blank Google Doc wondering what to write, I’ve got you.

Let’s talk about what financial advisors should actually blog about and how to turn your content into a business-building asset.

The Real Reason Most Financial Advisor Blogs Don’t Generate Leads

Here’s the thing: most financial advisor blogs don’t actually support the growth of the business.

They might be well-meaning — a few educational posts, a market update here or there — but they’re not always written with a clear strategy. And that’s where things fall apart.

When blog content doesn’t speak directly to your audience’s questions, reflect your expertise, or guide people toward working with you, it becomes more of a checkbox than a tool.

I’ve seen this when diving into the marketing for financial advisors who were posting consistently but still weren’t getting any traffic, let alone inquiries. Once we reworked their content with a more intentional, client-focused approach — and yes, added some SEO strategy behind the scenes — their blog actually started doing what it was supposed to do: bringing in the right people.

Blogging isn’t broken. But the way many financial professionals approach it? That’s where the real disconnect happens.

So, What Should Financial Advisors Actually Blog About?

If you want your blog to bring in leads, not just traffic, your content needs to do more than educate.

It needs to build trust, answer real questions, and move people closer to working with you.

That means writing with purpose, not just publishing to stay “active.” Below are seven blog topic categories that work well for advisors, planners, and coaches looking to create meaningful, strategic content.

1. The Questions You Get Asked All the Time

Think: “Should I pay off my mortgage early?” or “Is now a good time to invest?”

Answering real client questions helps you show up in search results and positions you as someone who gets it. 

Content marketing for financial advisors should be based on what dream clients are dying to hear from them.

2. Values-Based Financial Planning

Content like “How to Align Your Money With What Matters Most” shows you go beyond the numbers.

This type of content tends to resonate deeply with modern clients, especially younger Gen X, purpose-driven, and millennial investors.

3. Life Transitions + Financial Milestones

Think: planning for retirement, managing money after divorce, saving for a child’s education.

These are moments people are actively searching for help with, and they’re excellent opportunities for you to step in and empower your future clients.

4. Myths, Mistakes & Misconceptions

Oddly enough, people love reading what they might be doing “wrong.” Blog titles like “5 Retirement Mistakes Even Smart People Make” are not only attention-grabbing — they give you room to showcase your expertise.

An important note: don’t abuse or overuse this tactic. We’re not in the business of simply tearing our clients down. The goal should be to educate and empower them.

5. Behind-the-Scenes or “What to Expect”

Many people don’t know what working with a financial advisor actually looks like.

Blog about your onboarding process, the value of a discovery call, or how you customize plans for different clients. This helps prospective clients envision what it’s like to work with you and prepare themselves for the process.

6. Niche-Specific Advice

If you work with a specific profession or demographic, write content tailored to them. This gives you the perfect opportunity to call out your clients by name, give them more personalized advice, and establish yourself as the perfect expert for exactly what they need.

Example: “Tax Strategies for Self-Employed Therapists” or “Retirement Planning Tips for Federal Employees.”

7. Location-Based Content

If you want to attract local clients, write blogs with place-based keywords — like “Choosing a Financial Advisor in Austin” or “Tax Planning Strategies in Northern California.” This is a great way to build traction in local SEO for financial advisors.

By writing blogs that align with your client’s needs and search behavior, you’re not only sharing information, but you’re building trust and visibility.

And that’s what turns content into qualified lead generation for financial advisors.

How to Make Your Blog Work for You

Writing a blog isn’t the end of the process; it’s the beginning.

One of the biggest mistakes I see financial professionals make is assuming that hitting “publish” is enough. But a blog post that just lives on your website without any strategy behind it? That’s not content marketing, that’s digital clutter.

If your blog is going to support your business — and actually contribute to lead generation — it needs to do more than educate. It needs to build momentum.

That starts with clarity: Who are you writing for? What problem are you solving? And how does this piece of content support the journey from reader to client?

It also means being intentional about visibility. The blog you publish on your site can (and should) be shared in multiple ways: through your email newsletter, on LinkedIn, in follow-up messages with prospects, and yes, with search engines in mind. 

When you think of your blog as part of your overall marketing strategy, not just a standalone task, it becomes much more effective. That’s when it starts to work for you, bringing in the right people, building trust, and making your sales conversations easier because you’ve already laid the groundwork.

How Advisors Use Blogging for Lead Generation

Let’s talk results.

Because, yes, blogging can build trust, improve your online visibility, and position you as a thought leader. But when done right, it can also do something even more tangible:

It can bring in qualified leads.

I’ve seen this firsthand with advisors who thought their blog was “just content.” After a few months of shifting their approach — focusing on their niche, optimizing for SEO, and writing with a client-first voice — they started seeing real traction.

Case in Point: Weekly Blog, Weekly Inquiries

A solo advisor I worked with had been writing blogs for over a year but wasn’t seeing much come from them. His topics were solid, but they weren’t connected to his ideal client’s questions, and they weren’t doing anything to guide readers toward a next step.

We reworked the structure, added more client-focused messaging, and optimized the content around long-tail search terms like “financial planner for self-employed” and “retirement planning for self-employed professionals.”

Within six weeks, he started receiving weekly inquiries — without touching paid ads.

This isn’t a fluke. When you combine intentional content with a clear lead generation strategy and amplify it through SEO and distribution, your blog becomes a quiet, consistent part of your sales process.

It builds familiarity. It educates and reassures.

And eventually, when a prospect is ready, you’re the one they already trust.

That’s the real power of digital marketing for financial advisors — especially when it’s built around your voice, your values, and your ideal client’s journey.

You Might Not Need More Blogs… Just Better Strategy

If your blog isn’t working the way you hoped, the solution usually isn’t more content; it’s better direction.

Many advisors assume they’re falling short because they’re not publishing enough. But the truth is, consistency alone doesn’t matter if the content isn’t aligned with your goals.

You don’t need to blog every week. You don’t need to write a 2,000-word market update. And you definitely don’t need (or want!) to spend hours trying to guess what your audience wants to hear.

What you do need is a strategy — one that connects the dots between your expertise and your client’s mindset.

When I work with financial professionals, we don’t start with topics. We start with intention. Who do you want to attract? What questions do they have? What do they need to hear to feel ready to reach out?

That’s where content becomes powerful.
That’s where your blog stops feeling like a chore and starts acting like a smart, long-term part of your marketing system.

Because here’s the truth: advisors don’t need to become content creators — they just need a clear message, a smart strategy, and a partner who can help them bring it all to life.

Final Thoughts

Blogging just to say you’re “doing marketing” won’t get you results.

But blogging with clarity and strategy, with your clients’ needs in mind, and with a plan for how that content supports your business… that’s where the real traction starts.

When done right, your blog becomes more than just a place to share information. It becomes a lead generator, a trust builder, and a key part of your digital marketing foundation.

If your content isn’t doing that yet, you don’t need to publish more.
You need a strategy that works.

If you’re ready to stop guessing and start building a blog that actually supports your growth, that’s exactly what I help financial professionals do.

Let’s turn your blog into a lead-generating asset you’re proud of.
Book a discovery call and let’s talk about your content strategy.