Have you read my blog?
“The currency of blogging is authenticity and trust.”
Blogs are our outlet to build trust and expertise. "Here’s what we’re experiencing, here’s the best way to handle it, and heres why we know." Blogs should be published about once a week, potentially more for current events. Never blog just to put something out there. Post things that add value and excitement! Here are main topics to discuss:
- Company news + updates
- Client case studies
- Real life stories + perspectives
- Tips, tricks, tools for HR and participants, respectively
We want to show people we're leaders in our field with the best plan solutions, creative thinking, and excellent service, and we use our blog to tell stories around those.
Be casual, but smart
This isn't a term paper, so there’s no need to be stuffy. Drop some knowledge while casually engaging your readers with conversational language.
Get to the point
Get to the important stuff right away, and don’t bury the kicker. Blog posts should be scannable and easy to digest. Break up your paragraphs into short chunks of three or four sentences, and use subheads. Our users are busy, and we should always keep that in mind.
Pull them in
“Don't focus on having a great blog. Focus on producing a blog that's great for your readers.”
We also our posts to be active. Give the reader a desire to do something—don’t just tell them how. Create an empowering atmosphere that gives hope and drive.
Link It Up
We want to reference any previous articles that apply, link to outside sources, and include links to further reading on the subject, especially if it helps you explain something.
Keep it Lighthearted
Even though saving for retirement is kind of a big deal, we don't have to bear the weight of it in everything we do. Our blog should reflect our respect of 401ks, while encouraging a full, empowered, and fun life. Feel free to throw in a joke here and there, just don't over do it.
Use Tags and Keywords
Add keywords that apply to your article to help the reader learn more, and keep them engaged with our content. If you're not sure if its a tag, it probably isn't.
Include a relevant, effective image on every post. More than one is great if it makes sense. Images should be natural, as least stock-y as possible!