Published 22 Dec 2022
Once upon a time, stern bank managers in small office rooms were the gatekeepers to the world of finance, controlling mortgage loan approvals, determining credit scores, and running bankers’ cheques through their fingers. But it’s a different story today. Anyone can apply for a loan by Googling instructions right from their phone, or get stock …
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22 Dec 2022
Once upon a time, stern bank managers in small office rooms were the gatekeepers to the world of finance, controlling mortgage loan approvals, determining credit scores, and running bankers’ cheques through their fingers. But it’s a different story today. Anyone can apply for a loan by Googling instructions right from their phone, or get stock advice tips from TikTok, or learn everything they need to know about improving their credit in a blog post.
But it’s precisely because of this easy access to financial services, products, and information, that finance-related businesses such as banks, financial institutions, and finance aggregators need to invest in strong content marketing. Remember, modern consumers have endless choices at their fingertips. So how can companies cut through the noise with all the content generated in the finance space? Quality.
Creating helpful, educational, and empathetic content is one of the best ways for a business to 1) distinguish itself from competitors and 2) establish a trusted and reliable one-to-one relationship with its market and potential customers.
Paypal is a great example of a leading financial business getting content marketing right. The fintech juggernaut regularly publishes ‘Paypal Stories’ – informative and engaging articles that illustrate how their customers use Paypal to power their financial interests.
All of this content says to a prospective lead: “Others trust us, and you should too.” The collection of individual success stories instills confidence in Paypal’s services as a thought leader and gives the company a humane and empathetic face.
Here’s another example of financial content marketing done right. The stocks and cryptocurrency investment brokerage Robinhood does an excellent job of using content to explain the fundamentals of investment to its target audience (millennials and Gen Z who are learning to invest for the first time) in a way that’s easy to understand.
Each article is filled with long-tail search inquiries (questions that first-time investors would be asking) to bring in SEO traffic, which ensures that Robinhood is easily discoverable in the moment of intent. Guides are written in conversational language, offering tips as users start their financial journeys, and providing clear solutions. Plus, each piece of finance content has links to related pieces, to help direct readers to additional helpful content. All of this establishes Robinhood as a trustworthy source, authority, and ally that can be relied on.
Then there’s NerdWallet, an American personal finance company that makes personalization the backbone of its content production. Taking the ‘Get a card recommendation’ interactive content on NerdWallet’s website for example generates card suggestions tailored to your information and preferences, as well as helpful articles that help you get more for your money.
Additionally, NerdWallet thoughtfully creates high-quality content in a variety of formats – articles, podcasts, and videos – to turn what can be a dry, intimidating topic into an approachable, easy-to-understand one. By treating consumers as individuals, and using meaningful and relevant content to nurture a one-on-one relationship with them, NerdWallet is able to distinguish itself from the rest of the pack.
Overall, these three finance content marketing examples highlight a couple of elements that are essential to keep in mind when producing your own content:
Finance content marketing needs to have a combination of these different content formats and include the elements we’ve mentioned above to stand out and stay ahead.
But businesses need to remember that these recommendations are only one part of the equation.
The first step is coming up with content topics so topical or relatable that they immediately grab a customer’s attention. This is no easy feat in our oversaturated content environment, but you can get started with these tips:
The combination of ideation tactics as well as the best practices in creating financial content we’ve discussed will help financial businesses move their marketing tactics in line with what modern consumers expect and demand. But to optimize their approach and strategy, marketing managers need to keep their finger on the pulse of today’s trends. Here are a few examples:
As we’ve seen, for a business to really distinguish itself through finance content marketing requires a smart strategy that blends SEO and specificity to your target audience. But, just producing great finance content isn’t enough to succeed. To maximize returns, you need to distribute your content on platforms your target personas are using. To this end, here are some best practices to keep in mind:
|Owned||Website (banner, pop-ups)Email marketingSocial media channelsCompany Slack communityIn-app notificationsPodcastCompany email signatures|
|Paid||Google adsSponsored postsInfluencer marketingSyndication tools like Outbrain and Taboola|
|Earned||PRPartner networksPlacements on aggregator sites like HackerNews, and Reddit|
In this article, we’ve highlighted the most important elements and steps you need to take when thinking about finance content marketing in 2023. To wrap up, here’s a quick recap of top tips to make sure you’re going in the right direction:
Producing and distributing great content is tough. It requires strategic thinking, consistent tracking and optimizing, and creativity. But with a structured plan in place, you can create long-term, organic, and sustainable growth for your financial brand and business. Become so valuable to your prospects and customers that when it comes time to make a buying decision, their loyalty lies with you.
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