When writing blogs as part of your content strategy, you might not initially plan to publish lifestyle articles. After all, aren’t your clients more interested in solving their financial worries than reading about your favourite local spots for afternoon tea?

Well…yes and no. Love them or loathe them, lifestyle articles can play a vital role in your content strategy alongside the more educational pieces you’ll publish. While educational articles demonstrate your expertise and trustworthiness, lifestyle articles are your opportunity to show your clients everything you have in common with them.

By writing articles about topics that your clients can relate to, you can help them to get to know your personality. Lifestyle articles that tap into those areas of common ground allow you to build a rapport with your readers before they’ve even reached out to speak to you.

Read on to learn more about how you can use lifestyle articles to help your firm stand out and attract more ideal clients.

1. Focus on topics that will resonate with your ideal clients

One of the easiest ways to choose lifestyle topics that will pique your clients’ interest is to write about the things they really care about. Listen to the things they talk about as they enter or leave your meetings and make a note of what’s on their mind. For example:

• What are their hobbies?
• What do they get up to at the weekend?
• What are their children and grandchildren doing that affects them?

Lifestyle articles don’t have to be about afternoon tea or healthy recipes (though these could be great if it’s something a lot of your clients are interested in!). They could be about sports, music, parenting, facing the fear and doing it anyway – anything that your clients can relate to and see themselves in.

The more you can show your clients that you understand and can relate to their lives, the more they’ll feel that they’re in safe hands when working with you.

2. Showcase your firm’s values and personality

Lifestyle articles can be a wonderful opportunity to showcase your individuality as a firm. This could be by showing a bit of personality, or by highlighting your values.

For example, perhaps your team is really into baking. You could talk about charity bake offs your team has taken part in or share your favourite bakeries in the local area. Or perhaps you’re passionate about protecting the environment – publishing lifestyle articles about an eco-friendly lifestyle could help you to attract clients who also feel strongly about this.

Articles that showcase your values and personality will resonate with prospects and clients who are on the same wavelength. As well as helping you to attract more ideal clients, this will put you front of mind for referrals when your clients hear of someone who aligns with you as a firm.

3. Consider location-specific topics to help with SEO

SEO (short for “search engine optimisation”) is another benefit that lifestyle articles can offer. Weaving mentions of your town or city into your articles can help your website to appear in Google search results for keywords that include your local area and financial planning.

The possibilities are endless if you choose this strategy. For example, with autumn just around the corner, perhaps you could write an article about fun autumnal traditions or events in your local area? Or maybe your team would like to share their favourite pubs or restaurants?

SEO can be complex, and it requires consistent efforts over a long period of time to see results. But if you can make this part of your content strategy, you may find that your lifestyle articles have a significant impact on your business.

4. Have some fun with your call to action

In the “call to action” for your financial blogs, you’ll likely explain how your firm can support the reader with the problem you’ve written about in the article, such as mitigating Inheritance Tax or improving tax efficiency. In your lifestyle articles, you have an opportunity to be a bit more creative.

One of my favourite ways to do this is to use a pun. For example, in a blog about baking, you could sign off by referring to the fact that your firm can help make financial planning a “piece of cake” – see what I did there?

If wordplay isn’t your thing, something simpler can also work well. An article about luxury travel could end with a nudge to get in touch if readers want to ensure their retirement is filled with these sorts of adventures.

A playful call to action can tie a lifestyle article into the rest of your newsletter nicely, but it’s important to keep the tone consistent with the rest of your articles. If in doubt, keep things simple.

Get in touch

Our expert content writers are here to help you attract ideal clients using bespoke blog articles that position you as a trustworthy and relatable firm.

To find out more about how we can support you, please get in touch. Contact us at hi@theyardstickagency.co.uk or call 0115 8965 300.