financial services tips for content marketing

Content Marketing for Financial Services Companies: Top 10 Tips That Work in 2021

Grow your financial services company with a strategic content marketing plan. Partner with a content marketing agency for an end-to-end approach to these top 10 content marketing tips.

A Powerful Content Marketing Approach

A powerful content marketing strategy can play a significant role in business growth for nearly any business model.

Financial services encompass a broad range of money management businesses. As such, there are numerous opportunities to use content marketing to educate potential customers. Educating potential customers positions your company as an authority in financial services, in turn, building customer trust.

However, for content marketing to work well, you need to have a well-planned strategy in place and you’ve got to execute it well too. Creating and implementing a powerful content marketing strategy may seem like a daunting task. You need to plan your content, create it, and then go about the distribution process as well. All of this requires expertise and planning.

So, to help you out, we’ve put together our top 10 content marketing tips for financial services companies.

Financial Services Tips for Content Marketing
Source: Shutterstock

1. Create Useful High-Value Content

There is no content marketing without content. But simply generating any old content isn’t the goal. Instead, your goal should be to develop content that’s not just relevant to financial services but is also of superior quality. This is important to ensure that your audience will find value in engaging with it.

Additionally, when it comes to content relevance, you should focus each content piece on a particular segment of your audience. Trying to make your content relevant for everyone is often unsuccessful as it becomes too generic and no longer offers value to the consumer of your content.

But what qualifies as relevant content?

Relevant content:

  • Addresses the pain points that your audience is facing.
  • Provides solutions to those problems.
  • Helps them find answers to their questions.

So, what are the different types of content that you can create?

Some of the forms of content that you can create for your financial services business are:

  • Blog posts
  • Social media posts and stories
  • Videos
  • Podcasts
  • eBooks and whitepapers
  • Case studies

For instance, note how Strategy Financial Group has created a blog where they publish stellar content regularly.

content marketing hub
Image Source: Strategy Financial Group

2. Establish a Unique Voice and Build Credibility

Building and maintaining the credibility of your business is extremely important, especially when you’re selling financial services as it requires much expertise.

Content marketing comes out to be a great way to establish your credibility as you can showcase your industry knowledge.

Your goal should be to position yourself as a thought leader by putting forth your views and solutions. In the process, you must also develop a unique voice to set you apart from your competitors.

One approach to crafting your unique voice is by utilizing storytelling to share your history and personal stories. This lends a personal touch that will resonate with those engaging with content. Additionally, you can share some tips that you’ve learned over time with your audience through the content.

These aren’t the only things that can set you apart. You should identify your brand voice and maintain it throughout your marketing campaigns. While you might associate a serious tone with companies providing financial services, you can choose to go for a more casual tone if that suits your brand better. Whatever you choose, make sure it sets you apart from the rest, and be consistent.

3. Repurpose Old Content

One of the most accessible content marketing tips for financial services businesses is repurposing your content. Creating high-quality content requires a lot of time, planning, effort, and budget.

All these factors can prove to be big roadblocks in publishing high-quality content regularly on all platforms—be it your website or even social media. In such a situation, a valuable strategy that you can implement is to repurpose your content.

This means that you can leverage the same piece of content for a different channel by presenting it in a new format. For instance, if you have a high-performing blog post on your website, you can convert the same into an infographic and share it on social media. Alternatively, you could consider creating a video or podcast about the same and expand its reach even further.

How does this help, you ask?

When some content is working well in one format, it’ll likely perform equally well in another format too. Additionally, the effort required to repurpose the content is much less than that needed to create new content.

4. Target Relevant Keywords

Content marketing and search engine optimization (SEO) go hand-in-hand. Keyword use forms the base of a strong SEO strategy. These keywords are the terms online searchers use to find your content. Incorporating them strategically throughout your content signals the search engines to rank your website for the same.

Therefore, it is important to identify and include the right set of keywords for your content to ensure your content ranks. To find keywords related to financial services, you can leverage keyword research tools such as Google Keyword Planner and KWFinder.

SEO keyword planning
Image Source: Google Keyword Planner

All you have to do is input the primary search term and the tool will come up with a list of long-tail keywords from which you can choose the most relevant ones.

You can then incorporate these keywords into your content naturally—whether it’s a blog post, video, or even the alt-text for an image. However, be careful not to overstuff the content with these keywords as Google will likely penalize the site and mark it as spammy.

5. Transform Data info Easily Digestible Content

As a financial services provider, you are be likely dealing with a lot of numbers, which, in the end, is data. When you’re performing content marketing, your goal should be to ensure you provide as much data as possible to the audience to substantiate your points. Data speaks for itself and can lend credibility to your work and statements.

However, data in itself can be pretty vast and your audience might find it challenging to make sense of it all. That’s why a great idea is to put effort into simplifying your data so that it’s easy for the audience to consume.

You can break down large chunks of data into tables and statistics to make it easier for your audience to understand. Alternatively, you can consider creating infographics that contain all the information in a graphic format that makes it easy to understand. It also helps if you can create case studies and present your data as bullet points or in charts.

When you make it easy for your audience to consume your data, they’ll be able to understand it well. This, in turn, can improve brand trust.

For instance, note how Axis Corporate has created this infographic to easily explain a complex topic.

infographic content marketing
infographic content marketing
Image Source: Axis Corporate

6. Develop Your Content Hub

When you’re creating content for your financial services business, you need to decide on one single place where your content will live. The idea is to make it easy for your audience to find your content, irrespective of their stage in the buyer’s journey.

That’s why it’s useful to create a branded content hub such as one of the following:

  • Company Blog
  • Resources page
  • Articles section
  • Publication section
  • Case study section

As a financial services company, you should carefully choose which content hubs to use. You don’t necessarily need to choose just one from this list. Instead, you can also opt to go for a mix of these content hubs on your website.

For instance, note how Northern Trust has created a blog where they regularly publish content related to financial services.

content marketing hub
Image Source: Northern Trust

7. Debunk Financial Myths Using Infographics

Being in the financial services space, you might have an uphill task of debunking financial myths. It’s pretty common for people to get carried away with sensational information when it comes to finances. So, your job as an expert should be to help them understand what’s correct and what isn't.

This content marketing tip for financial services companies not only positions you as an authority in the niche but also proves to be a great way to help your audience.

While you can leverage numerous content formats for doing this, infographics are a great option for the following reasons:

  • They are easy to understand.
  • You can communicate information quickly.
  • They are visually appealing.
  • They can be downloaded quickly and easily.
  • They are easy to create sharable links.

Since infographics are easily linkable, they make for a great way to create backlinks for your website. This, in turn, can strengthen your SEO and get you more traffic.

8. Establish Your Credibility with Client Stories

Irrespective of the type of business you run, social proof is a must.

Whether your financial services business is a B2c or B2B business, your buyers are going to want to look at how your services have fared in the past.

Social proof works as a great way of showcasing your past works and this can lend credibility to the services that you offer. There are several ways to go about showcasing your client's stories, such as:

  • Case studies
  • Testimonials
  • Reviews
  • Client success stories

Adding social proof is also a content marketing tip for financial services companies because they are an opportunity for content as well. While you can source testimonials client success stories and reviews from clients, you can create case studies.

Here’s how you can go about it:

  • Start by talking about your clients.
  • Describe the problem that they were facing. Talk about the various pain points that needed to be resolved.
  • Elaborate on the solution that you planned for them and how it was implemented.
  • Talk about the results that you managed to achieve. Provide concrete data and proof to drive home your point.

9. Analyze Industry News

Irrespective of the size of your business, you should consider analyzing the latest industry news and trends. It’s one more way through which content marketing can help position you as an authority figure in the industry.

The financial industry undergoes numerous changes and by analyzing these changes, you can offer more perspective to your audience. You could provide advice based on your analysis and this could make it easier for them to make financial decisions.

To do this effectively, you’ll need to keep yourself updated with the latest happenings in the industry. Follow reputable news portals and magazines to ensure that you’re always on top of them.

However, unlike regular blog posts that you’d write, these content pieces need to be published in a timely manner as they’re time-sensitive. You need to get them out there first to ensure that they reach the maximum number of people.

10. Work with Content Marketing Experts

While strategizing, creating, and then distributing your content in-house may be a great option, it can be quite challenging to manage it all. To do this, you’ll have to hire people who can create a customized content strategy for your brand and also implement it. All of this not only adds to your costs but can also increase your workload.

Instead, it helps if you choose to partner with content marketing experts so you can concentrate on what you do best while still benefitting from content marketing.

Final Thoughts

Content marketing plays a central role in helping financial service brands grow both online and offline.

However, to do it effectively, you must have an end-to-end approach with a sustainable strategy. It always helps to have an expert partner who can help you with all your content marketing efforts.

A content marketing agency can help you create a content marketing plan from scratch and take the pressure of producing content off of your team.

Partner with WriteForMe and Get More Done!

WriteForMe will help you strategize and implement your content plan.

Get in touch with us now for a free customized content marketing playbook that includes competitor analysis and headlines specifically curated for you.

Kickstart your content marketing efforts today!

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Andy Steuer

Andy Steuer is the Chief Marketing Officer at WriteForMe. Andy has been CEO, CMO, VP of Product for 8 fast-growing companies in his career. 3 of those companies became Top 10 Internet companies. Content Marketing has always been at the core to differentiate these companies from their competition. You can always schedule a 1 on 1 meeting with Andy by grabbing some time on his calendar here. List articles below that have Andy on the byline on the rest of the page. Here’s my calendar link:https://meetings.hubspot.com/andysteuer » More blog posts by Andy Steuer

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