How to Create Great Web Experiences and Prepare for Google’s Upcoming Search Algorithm Changes
We believe in the power of content marketing. It’s the perfect way for brands to share valuable information, educate audiences, and stay top of mind and at the top of Google search results.
For financial services, where trust is a huge customer priority, content marketing can be especially valuable in helping you grow your business and improving relationships with current customers.
Whenever we start helping a new client with their content marketing, out first step is to get to know you. From your employees to your customers to your service offerings, your brand is unique. Content marketing is a great medium to share what makes your brand different. Financial brands often feel obligated to stay buttoned-up and professional. Sometimes, this gets translated as formal corporate jargon, minimal flair, and definitely no fun. The result is that many financial brands can start to look and sound the same after a while.
Times, though, are changing. Younger audiences (i.e. Millenials and Gen Z) seek out brands that humanize otherwise impersonal services, even when it comes to serious matters like healthcare, education, and — you guessed it — finances. Would you trust a faceless corporate robot with your hard-earned money? Content marketing gives your brand a direct route to connect with these audiences in a personal and genuine way.
For many of our clients, even in the financial services, healthcare, and SaaS industries, we write blogs and long-form content showing the brand’s distinct personality — visually, through written content, or both. Some brands are playful and witty. Others are helpful and knowledgeable. The trick is to first develop a consistent voice and tone to help your brand stand out among your competitors.
Finances are hard. Many, if not all, of us could use some help understanding what on earth we’re doing (or supposed to be doing) with our money. That’s where you come in. People looking for information on financial health, money management, saving for retirement, and more will often look to financial services companies for information and education. After all, you’re the one dealing with our money!
This is your chance to help your existing customers make smarter decisions about their finances and to earn their trust. Using educational content as an inbound marketing tool can grow current customer accounts by informing them of new services they should explore and by serving as a trusted resource in their financial life.
Educational content can also create outbound marketing opportunities by establishing your brand as a thought leader in your specialized sector of financial services. With strategic SEM and ad campaigns (that’s a whole other blog post), you’ll catch the eyes of many new potential customers and stay front-of-mind when customers may be looking for a new financial partner.
Compelling content tells a story. Our brains are actually wired to understand and remember stories better than any other form of information. While you want to include helpful data and interesting facts, it’s important to incorporate a clear narrative and memorable details. Say goodbye to dry listicles of statistics and tips. Please.
For your financial brand, narrative content can be many things: the story of a young couple buying their first home; a family’s path to financing college tuition; or the process of saving for retirement early in your career.
We get it — developing a content library can seem like a huge undertaking. To get started, think about what your brand has to say and what your audience wants to hear.
Talk to the customer-facing employees in your organization and implement social listening to find out what kind of topics and content would be valuable to your customers. What do customers care about? Where do they get confused? What informs, inspires, surpises, and delights them?
Take feedback from your team and keep a running list of subjects for content inspiration. Now you have a starting point!
And if you need help creating content (like this blog!) or building a content marketing strategy, we’re here to help. May the content be ever in your favor.