Bob Klein is a CPA and financial planner and really smart guy. So it is not susprising that he has cracked the code to online marketing and will start benefiting from search engine optimization and content marketing.
Today, MarektWatch.com, which is owned by The Wall Street Journal, published an
Klein has been working on a content marketing campaign for his firm for at least two or three years.
He's taken a long road to get where he is, but he knows what it takes now for an RIA to succeeed at content marketing.
To understand what he has accomplished, take a look at this search result for the title of the article he wrote. These search result show how search engine optimization for financial advisors can bring an RIA leads from prospective clients.
The search results show that a couple of sites in addition to MarketWatch published the article or linked to it, including Huffington Post and Topix. With Klein's article, comes a bio of Klein that links back to his website and to a couple of other sites he owns, including one for a book he wrote. Getting backlinks to your website(s) from a credible and popular site like MarketWatch raises Klein's ranking in search engines.
Klein, along with a numbner of other advisors, has become a "Retirementor" on MarketWatch. These kinds of content marketing arrangements are becoming more common across the Web and can be very helpful in SEO. Writing for MarketWatch boosts an advisor's search engine ranking for retirement planning terms advisors want to own. Suchj arrangements with hubs for your target market is an important component in any financial advisor's content marketing strategy.
Keep in mind, doing what Klein has done is not easy. Most advisors don't have the discipline to pull it off. Writing content that is good enough for MarketWatch is a lot of work, and doing it regularly is time-consuming.
Nice going, Bob!