Podcast #6 - How to build, maintain and grow a successful blog for your business

In episode 6 of the Accord Growth Series podcast, Jeremy Duncombe, Director of Intermediary Distribution at Accord Mortgages is joined by Andrew Montlake, Director of Brand, Marketing & Communications at Coreco and mortgage blogger, for a discussion on how mortgage brokers can use blogging as part of their marketing strategy.

Modern consumers rely on the internet to research products before they come to a decision on whether or not to buy. Andrew briefly outlines what blogs are before explaining how mortgage brokers can use tools, such as WordPress, to post their content online. Andrew describes how, as 77% of UK consumers use information from blogs to influence purchasing decisions, blogging is a valuable tool for brokers to reach their target audience.

Andrew explains how successful bloggers need to be engaging, exciting and genuine. They should let their personality come across in their writing and write as if they are talking directly to someone. At the same time, bloggers should remember that they are writing with the consumer in mind and be mindful of their interests.

What’s more, Andrew describes how regular blogging can help improve your website’s search rankings, especially if you write topical blogs that address subjects that users are searching for.

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The Growth Series is a dedicated resource that aims to help mortgage brokers grow their business using digital and communications marketing techniques. For more hints and tips on how to grow your business, you can sign up to the Growth Series for free, here.

Podcast #6

0.00 - 1.07: Welcome and introduction

1.07 - 14.28: In conversation with Jeremy Duncombe, Director of Intermediary Distribution at Accord Mortgages and Andrew Montlake, Director of Brand, Marketing & Communications at Coreco. Together they discuss details such as:

• How mortgage brokers can use blogs to develop interest and, over time, win more clients

• How educational and informative blogs can convert prospective customers into customers

• The importance of an approachable, conversational style

• The best ways to promote your blog

14.20 - 15.28: Outro