What Is Content Marketing for Financials and What are its Advantages
mes What Are Its Importance and Benefits for Financial Firms mes Its Its 1. Brand Credibility 2. Digital Visibility
- Qualified Leads
- Long-Term Authority 5. Conquering the Market
chaudiere How Can Apply Content Marketing For Financial Companies? 1-5 Action Items from Content Marketing For Financial Companies (CIP, SoFi or Santander Bank). 6,SoF 8 Santander Bank). 8. SoFi 8 Santander Bank on Demand- Conclusion
What Is Content Marketing for Financial? Content marketing in finance refers to an approach used by companies to build an audience through creating and disseminating relevant information that attracts, informs, teaches and entertains – with an aim of opening new business opportunities for them.
Education-related content on finance topics and related services are one of the top consumer needs.
Therefore, it is of vital importance that content opportunities bring you closer to leads and customers in order to build up trust between your services and them, ultimately increasing sales opportunities.
Let us now examine the specificities of Content Marketing for financial markets.
Content Marketing in Financial Servicii To successfully implement a content marketing strategy in financial market has its own special challenges and opportunities.
At present, the financial sector operates within an extremely complex environment that’s driven by each country’s regulations (for instance during global recessions). At the same time, digital transformation in terms of Big Data analytics, artificial intelligence (AI), and digitizing services is underway and increasing rapidly.
Financial marketers face additional hurdles in creating content tailored to the financial services industry; due to this being highly technical in nature and lacking an audience for its consumption. But this challenge cannot be underestimated since there exists an immediate content void despite what seems like limited opportunities in that arena.
At a time of declining confidence in financial markets, companies which were early adopters in incorporating this strategy are reaping greater advantages compared to those who wait.
According to The Advisor Coach, 61% of financial services marketers believe implementing a content strategy has assisted with driving traffic and creating relationships with their target customer group.
Based on these results, 72% of financial companies plan to increase their content marketing budget within a year.
Content plays a critical role for financial services clients. Through it, consumers can stay current with financial news, learn to manage healthy finances, understand complex concepts better and be equipped to make tough decisions more easily.
As previously discussed, companies in the financial industry that have implemented content strategies reported an array of benefits to their organizations.
Below we discuss some of these activities based on results of a Brandpoint study.
- Brand Credibility
Of those surveyed, 70.98% experienced significant improvements in both brand recognition and their customer relationships thanks to Content Marketing.
Educational content allows a brand to build notoriety among their consumers and distinguish itself, even setting themselves as benchmark providers of financial services. 2. Digital Visibility
62% of companies perceive reaching a targeted audience as being among their greatest benefits.
By strengthening their digital channels presence, businesses dramatically increased the odds of being noticed online. Reaching top search engine positions, being featured on authoritative websites and increasing subscribers were just some of the gains achieved through optimizing digital presence.
Maintaining an outstanding online reputation enhances financial companies’ digital visibility and creates content relevant to customers. - Qualified Leads 61% of companies surveyed noted an increase in website traffic as the main benefit from adopting a Content Marketing strategy for financial market. 45.2% considered lead generation the greatest gain from this effort.
Attracting high-quality traffic leads to greater lead capture when combined with an effective documented strategy, making us an authority. - Long-Term Authority
This concept addresses our role as being one of only several businesses who dare explain to its client base about our position as experts on any given matter.
60.5% of companies agree that relationship building with their customer base is one of the main goals of Content Marketing for financial markets. People become loyal clients who trust companies who know exactly what they do.
Content production for financial markets can play a pivotal role in assuaging clients that their money has been safely placed with reliable institutions, providing confidence to clients that their deposits will grow safely over time. 5. Dominate Your Market
53.2% of companies consider customer education the primary advantage of content strategies. An informed client knows more about financial markets and can select from an assortment of possible choices available to them to select their ideal option.
These clients act as ambassadors of a brand and, through word of mouth recommendations on social media sites such as LinkedIn or other channels such as YouTube can encourage others to discover your services and company. How Can Content Marketing Support Financial?
Content strategies must meet specific, SMART objectives in order for companies to be effective with them, acting as advisors who attract, teach and develop relationships with prospective clients.
According to The Financial Brand portal, successful content strategies differ from failed ones in three key ways. They include:
Documenting of strategy, measuring return on investment (ROI), using Content Marketing technologies and creating Buyer Personas from information gleaned from increasingly demanding clients are key aspects of effective content marketing campaigns.
At this level, information tends to be presented in an obscure, technical and dull way.
Not having an effective presence online would be a huge misstep! Internet users expect useful, simple content with useful tips. Implementing some strategies may assist your customers and ease communication between business and customer.
- Provide Interactive Content
Users often appreciate content with more impact, especially those created using interactive design methods to maximize visuals for greater engagement with visitors to financial market websites. Providing more engaging experiences via attractive visuals could make an excellent content opportunity in financial market spaces.
Can you picture creating a quiz to assess your clients’ financial health or implementing a calculator that shows them exactly how much money is necessary in saving in order to reach certain financial goals?
Interactive content offers multiple advantages beyond engaging readers: gathering user data. By monitoring how they engage, interactive content allows businesses to identify pain points among users and form strategies designed to meet those needs through nutrition or remarketing strategies.
Download it free today! 2. Generate Downloadable Materials A great way to qualify your leads quickly is creating materials they can access instantly such as:
E-books;
Templates; Reports;
White Papers ;
Case Studies ; Checklists.
Tutorials.
Downloadable material can serve two functions; on one side it provides more customer data through landing pages while, on the other hand, providing useful educational material which your audience will share easily with each other.
Content creation depends heavily on data. This is especially essential in producing rich materials like those we mentioned, as their creation requires higher investments; consequently, more promising outcomes should result from these.
- Create Content With Different Formats
According to The Financial Brand, using formats such as videos, infographics, podcasts, blog posts and graphics in content creation could increase by between 38-64% depending on its design.
Production of content in various formats allows you to enhance your strategy and gain complete information about your buyer persona, using web analytics tools such as Reach Metrics to assess its shelf-life.
With automation tools at your disposal, diversified nutrition flows can help humanize and deliver improved results for your brand. - Conduct Surveys With Valuable Information
Financial companies should use surveys or reports as the cornerstone of their content strategy in order to gather useful insights about their clients, stakeholders and industry in general.
With relevant data gleaned through research or studies, you will obtain invaluable material that can help generate organic links in media coverage as well as competition websites. - Ranking on Google in Terms of the Economic Field
A key strategy in Content Marketing is SEO (search engine optimization). Content strategies without an effective SEO component would simply not make sense.
After researching keywords relevant to your industry, an editorial calendar will allow you to pinpoint its important themes. Now it is time to develop comprehensive content around those words in order to increase its ranking on search engines.
So when a potential client searches online for bank loans, for example, one of your blog posts should come up as the top result – increasing visibility, traffic and trust with visitors while strengthening brand recognition and presence.
Content Marketing has proven its effectiveness to many companies. Below are just six success stories where Content Marketing helped build trust between companies and their consumers: 7. Western Union
Currency at a Crossroads provides users with interactive and educational content. Users will navigate this journey using articles, questionnaires, interactive infographics and photographs that outline the digital transition of money as more physical currency becomes obsolete over time.
Western Union endeavors to establish itself as an authority on the future of money and trusted advisor. Through an innovative multi-format strategy available on a microsite, Western Union adds value for their customers while strengthening positive associations between themselves and its brand. 7. SoFi
American personal finance company SoFi’s blog serves as an outstanding example of Content Marketing to inform their target audience. Utilizing webinars, blog posts of various lengths, guides and news; their strategy successfully engages their target market while at the same time informing it with valuable financial advice.
SoFi offers not only financial but also career and lifestyle-oriented blogs for its subscribers to access as well as free interactive resources such as calculators for mortgages, student loans, personal loans and retirements – among others – available free to them. And of course there’s always Santander Bank! They specialize in personal banking but are offering excellent interactive tools with their calculators providing estimates for mortgages, student loans personal loans and retirement. 8.5
As the Spanish recession took its toll on young adults, Banco Santander was having difficulty rebuilding this segment’s trust.
They developed their “Beyond Money” strategy with content such as short films to engage a previously disinterested target market in their products and get them interested.
By understanding their desired media and content usage habits, they were able to develop an original piece tailored specifically for them which proved very successful both on traditional media channels as well as digital ones. And so began an impressive digital journey! WATCH IT HERE (LINK to video below). Ultimately it concluded in success on digital channels too.
Content Marketing presents immense possibilities to financial market. Its scope and potential continue to expand exponentially.
As such, many companies in this sector have begun allocating an important part of their budget towards strategy. Furthermore, it is also essential that they comprehend exactly what a strategy entails and how you can implement it within their companies.
Download our Content Marketing guide for financial markets to build strong client relationships through relevant content!
