Over the past few years, the financial services industry has started to embrace content marketing—a little slower than some industries, but they are jumping in nonetheless. According to a Content Marketing Institute survey, 70 percent of surveyed financial services organizations say they are using content marketing as part of their marketing plans.
This is great news for marketers. It means our customers have evolved and are now expecting quality, engaging content, but it also means that teams are getting on board internally. Over the past decade, highly regulated industries like financial services, insurance and health care have struggled to ensure that the rules and regulations applied to their traditional marketing initiatives could be reflected in their digital marketing efforts. But as marketing directors have become savvier and compliance teams more open to digital, the financial services industry is producing amazing content marketing that helps educate and engage consumers every day.
Tips for success
If you’re trying to figure out how to implement a financial services content marketing program for your firm, don’t worry. We’ve put together a few tips to help make your program successful.
Have a plan.
We mentioned earlier that 70 percent of financial services organizations use content marketing, but 33 percent of them don’t actually have their strategy documented. Putting together a content marketing strategy helps get buy-in from other stakeholders within your organization, and it gives you the blueprint needed to successfully execute your vision.
Loop in compliance early.
If you’re working in the industry, you know how important compliance is to getting campaigns into market. Content marketing is no different. Bring them in early and often to ensure that you don’t waste a ton of resources on something and then have to rework it.
People love stories. Your customers can be your best assets in telling a brand story through content. Whether it’s a testimonial or anthem-style videos that tell an interesting story, people develop emotional connections with brands through story-based content. Example: First National Bank.
Plan and develop content that will generate your organization leads. It’s one of the best outputs of content marketing. Collecting contact information from the people reading your content allows you to continue to learn more about them and possibly cross-sell/up-sell to them later on. Example: Carson Wealth.
Just because you’re in financial services, it doesn’t mean your content has to be stuffy or boring. Many big banks and financial institutions have figured out how to make their content fun and interesting, no matter the topic. Example: TD Ameritrade.
At the end of the day, a financial services content marketing program should engage, educate and inspire your target audience. If you keep them (your audience) at the forefront of your content, you’re going to be successful!