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How to Develop Content Marketing Strategy for Financial Services

Date published: May 25, 2020
Last updated: May 25, 2020

It is as clear as daylight that without content marketing, your brand is unlikely to create a buzz. Yet, it is not enough to merely create content for your business; there must be a systematic approach to content marketing and management.

Traditional marketing talks at people, content marketing talks with them.” - Doug Kessler, Creative Director, Velocity Partners

The internet gets over four million blog posts every day covering every conceivable business sector and niche. If you want your finance enterprise to get a larger exposure and want to get more people to know about your financial products and services you are offering, then it is imperative that you develop a content marketing strategy that deals specifically with financial content.

How posting financial blogs can help you reach your targeted audience? Research reveals that consumers are keen to be financially literate before they take the first step towards making an investment. To achieve this they are:

  • Looking for reliable information that can provide them the input needed to make the right financial decisions.
  • Researching online resources that can educate them about the financial topics relevant to their needs

If you are able to provide your potential customers the right information in an easy-to-access format, then your brand will be seen as a credible authority on the subject and your content will be eagerly awaited. When you keep delivering high-value and useful content on a consistent basis, it will help you gain the reputation as a reliable and trusted information resource in your specific financial niche.

Financial services that are current with the latest content marketing strategies are making their websites more powerful by running innovative digital campaigns aimed at enhancing consumer reach. With more and more people looking for guidance and advice on various aspects of finance, the demand for credible and real-time information is on the rise.

Some of the leading financial services and brands consistently produce relevant and finance-specific information which helps them boost their reader base enormously. If you apply the right content marketing strategies, your brand too can make a swift upward move and become a favorite of consumers.

These tips on how to develop a content marketing strategy for financial services can help you create a clear content roadmap for your content marketing strategies.

Create Valuable and Relevant Content Consistently

Content marketing is no longer a numbers game. It’s a game of relevance,” - Jason Miller

It is important to understand that content marketing is not easy. You cannot simply sit down and create a few paragraphs and pass it off as your content marketing strategy. There is clearly more to it than what you are probably thinking. You need a proper, well-designed, and detailed game plan. The focus should always be on creating high quality and useful content that will resonate with your readers.

Financial services that include upstart loan reviews, for instance, must provide detailed information on how consumers can find a reliable lender, what are the prequalification requisites, what should be the credit score to be able to apply for an auto loan, if there are any prepayment penalties and other relevant questions that they are seeking answers for.

  • Create a content calendar
  • Brainstorm the hottest topics in the industry currently
  • Make sure that the content offers solutions to the key problems faced by the readers
  • Steer clear of subjective fluff
  • Use captivating titles that can grab attention and make readers click on your web page

Know Your Audience From Close Quarters

When you create content it must be or a specific section/type of audience. You must know the kind of information they are looking for online and what can make them come to your website. Many brilliant marketing plans have fallen by the wayside because they did not adhere to this simple, commonsense aspect of content marketing. It hardly needs mentioning that finance includes multiple niches. To make sure you are on the right track you should:

  • Focus on delivering content about the services you specialize in
  • Place a subtle call to action at the right places to engage your audience better
  • Encourage them to perform specific marketing actions

Curating Content and Collaborating With Relevant Players

Your content marketing strategy cannot be complete unless you focus on curating content. It is an easy, simple, and effective way of sharing fresh, relevant, and engaging content and can help you in your brand-building endeavor and reach a wider audience too simultaneously. In fact, content curation and collaboration go hand in hand for most successful marketers.

When you collaborate with marketers and bloggers operating in the finances niche you open up a range of exciting opportunities on the marketing front. You can of course go alone but that’s certainly not your best move for getting high visibility. So how do you collaborate with others?

  • Guest posting is one of the most effective ways to boost brand reputation and visibility and attract new audiences.
  • It can improve the brand’s search engine rankings and organic visibility.

This strategy involves not only planning, creating, and posting regular content on your own financial entity website, but also contributing quality content to other high authority websites. It is a win-win situation for all the players involved.

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Aggressive Promotion On The Right Platforms

So, you have managed to get the content planning and development part right. That’s great going but in marketing terms that’s just half the battle. Many marketers can stumble and falter from this point. Promoting it aggressively is the next critical aspect of content marketing. You can choose to do it in many ways. Promote your content on mediums where you are most likely to find your audience. You can reach them through

  • Social media marketing
  • Blogger outreach
  • Email marketing
  • Paid promotion strategies

You will have to figure out the marketing strategy that will work best for the kind of financial services you offer. Building an email list can be an effective strategy if the core area of your business is about personal finances. If you are offering a clutch of financial solutions such as easy-term loans or short-term solutions, social media marketing can be a practical option. Paid promotions can be the best option for major financial companies with deep pockets.

Are You Getting Closer to Your Goals?

When you are engrossed in creating, applying, and rolling out content marketing strategies for your financial business, you must also have a mechanism to measure the outcome of your efforts. This is crucial as it will help you in making small but vital changes in the middle of your course if it is revealed you are not getting any closer to the desired output. Measuring marketing outcome may seem to be a challenging task at first but you can use one of the many analytics tools designed specifically for the purpose. This will help you remain in absolute control of the marketing project at all times.

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