Money Talks: 10 Financial Content Marketing Strategies for Your Firm
Looking to attract more customers to your site? Check out these financial content marketing strategies to get started.
One of the most challenging things for financial services is getting enough traffic to their website. Financial content is the key to solving this problem.
Many people ask if it's worth the time and investment. Content marketing works, especially for financial firms.
Content marketing gets more leads per dollar than paid search. Even now, content marketing remains hotter than ever.
If you want to know how to up your content game for your financial services firm, keep reading to find out what it takes.
What Can Content Marketing Do for You?
There's a lot of confusion as to what defines content marketing. It's creating and publishing content for an audience.
Sounds pretty simple, right? There's a lot more involved than just creating and pushing content. You need a strategy and a lot of patience. Content marketing is like playing a long game. It has a compound effect that will pay off with consistent action.
Content marketing is used for a number of reasons.
Companies will use content marketing to drive sales, create awareness, generate leads, or to get your audience engaged.
Reading through these tips will help you use financial content marketing to make a difference in your business.
Financial Content Marketing Strategies
It's not enough to write a blog post, make a social media post and help that it goes viral. You need to have the foundations of your content marketing strategy mapped out before you even write your first Facebook post.
1. Have a Vision
The very first thing you need to do with content marketing is to have a very clear vision as to how you want it to work for your financial services company.
This is a good time to get out a whiteboard and get to work.
You'll need to note your target audience, main messages, and what you do want people to do when they consume your content.
You'll also ask yourself a key question: Why? Why are you investing time and energy into content marketing? What do you expect it to do for you?
Your answer is the core of your vision.
2. Know Your Target Audience
Who are you writing for? Your content needs to speak directly to your audience. If you target millennials, what are some of their financial worries? Student loans, buying a first home are going to be some of their main financial concerns you'll want to address in your content.
For wealthy couples getting ready to retire, you can talk about leaving a legacy and how to continue to build for generations.
3. What Do They Do?
Let's say you have a killer content strategy that drives a lot of traffic to your website. What do you want them to do when they get there?
Do they download a white paper? Sign up for your list? Book an appointment?
You need to know this ahead of time because the success of your strategy depends on the actions people take.
4. Do You Know FINRA?
The words FINRA and content marketing are usually enough to scare companies away from creating content.
FINRA is the Financial Industry Regulatory Authority. Rule 2210 governs communications between all financial institutions and the public. Basically, you need to have your communications approved before it's published.
Make sure your approval process is a part of your content execution strategy.
5. Understand the Types of Content Marketing
There's so much more to content marketing than writing a Tweet or blog post. You have a ton of options to create great content.
You'll want to consider images, infographics, photos, testimonials, case studies, videos, white papers, social media post, blogs, and email can all be used to move your audience closer to working with you.
6. Always Provide Value
There are millions of content providers out there. Bloggers, magazines, financial publishers all are competing with you to have the best content.
In order to stand out against so many publishers, your content has to top. Not just good, not just done, but it has to be great.
This article on borrowell loans is a good example of educating customers on these types of loans.
Your headline needs to be crafted to get people to click. Your introduction has to be compelling enough to get people interested. The rest of your content has to make it worth it to someone to spend 3 minutes out of their day to read it.
Plus, the design of your blog has to be easy to read across devices.
7. Be Patient
Patience and consistency. Those aren't exactly words you'd associate with the fast-paced financial Move
As noted earlier, content marketing is like playing the long game. It's not a marketing play that you use if you're desperate for sales.
When you commit to content marketing, it's wise to take a quarterly approach. Commit to being consistent for 90 days. Note your improvements, make adjustments, then commit to another 90 days.
You'll slowly start to see the payoff and you can continue to build on your success.
8. Use Infographics
Infographics can be huge for financial content marketing. Not many people appreciate an article, but they can consume information visually.
Financial content that's through an infographic can be shared a lot and drive traffic to your site.
With infographics, it's important for information to flow vertically and include your logo with a link back to your website.
9. Leverage Others' Content & Popularity
One simple way to provide value is to curate content that others have written. For example, you can do an article that summarized the best financial news of the week.
You might compile stories that matter to others.
Once you do that, be sure to link to those articles, too. It can help you generate backlinks and SEO.
Interviewing people can be a great way to grow your content. If you interview an expert in your field who already has a big following, you can gain exposure to their audience.
10. Be Open to New Ideas
Content marketing for financial services offers a lot of opportunities to grow your business. It's important to provide value and a fresh perspective will help you stand out.
Being open to new ideas will help set you apart. Don't be afraid to try something new and find that it didn't work. Taking some risk will help you get good results.
Financial Content Can Bring New Business
Content marketing doesn't have to be a mystery. All you have to do is to educate and entertain your prospects consistently with your financial content.
It's that consistent part that's tricky, but if you create a schedule an stick to it, you'll have success.
Want more great tips? Check out our guide for monetizing your website.