7 Tips for Doing Content Marketing for Financial Services
We can all agree that content marketing for financial services is crucial to growing your business and attracting clients in today’s digital age. So how do you find a way to put your name out there and stand apart from competitors? How do you build and deploy a plan that has tangible results?
In this post, you’ll learn seven essential tips to up your content marketing efforts and stand out. The key is helpful content that matters to your clients. This easy-to-implement strategy is your ticket to drive lead generation and get ahead of the pack.
Are you ready to create client-focused content, explore different formats, and optimize your content for search engines? Let’s dive in!
Content Marketing for Financial Services: 7 Essential Tips
Incorporating these seven easy tips can increase prospect lead generation, solidify existing client relationships, and build brand recognition. By following this blueprint, you will be equipped with all the latest marketing strategies.
1. The Content Should Be About Your Clients, Not You
This is the most important point you’ll read — content marketing for financial services is easy if you always remember that your content should be about your clients, not you.
That single constant should drive your strategy as you grow.
Instead of discussing yourself and what you offer, focus on their needs, pain points, and goals. Doing this will show that you understand their concerns and have the expertise to help them achieve their financial objectives.
2. Content Marketing Means More Than Blog Posts
Blog posts are an essential part of content marketing for financial services, but don’t lean on that alone. Instead, consider creating videos, infographics, podcasts, or hosting webinars.
Use your videos as the foundation for blog content, transcribe podcast segments into social posts, and foster content synergy, so clients hear repeated points. Content diversity is vital when you need to reach people with different tastes and consumption habits.
Visual images are how people first engage with content. Always have a thumbnail for blog or video content that makes users want to learn more. Look at what other successful marketers are doing and take a page from their visual book.
3. Write for Both Your Prospects AND Clients
Your content should cater to both prospects and existing clients. Look at what they ask most often and create content to address those questions.
For prospects, focus on topics that demonstrate your expertise and help build trust. Build a relationship with a lead by discussing what they want before you’ve even met.
Remember, put the client’s needs first and create content that prioritizes them:
- Explain specific financial goals for clients in different stages of life.
- Show your understanding of the shifting investment landscape.
- Discuss tailored risk strategies and asset class diversification.
- Share strategies that reduce tax liability and show prospects your commitment to their tax goals.
For clients, create content that adds value to their experience and helps them make informed financial decisions. Demonstrate your commitment to maximizing returns:
- Reinforce your trusted role by offering market and economic updates.
- Illustrate your commitment to their needs by addressing retirement specifically.
- Establish open communication with feedback to let clients show you which content they want.
- Offer webinars, podcasts, and other content to educate clients on topics like estate planning, insurance, and asset protection.
Addressing both groups will strengthen your content marketing strategy and maintain existing relationships through increased trust.
4. Don’t Write Boring Content No One Wants to Read
There is no way around it. Financial topics can sometimes be dry. That’s why content marketing for financial services that is engaging and easy to read is essential.
Ensuring your content writers use a conversational tone, break down complex concepts, and add a touch of humor when appropriate. Remember, you’re talking to a friend, not giving a lecture.
As you build a robust content history, look to A/B test your content. See what content your clients click on, watch longer, and reply to more often. Discard what isn’t working and focus on the style your clients want.
5. Repurpose and Promote Content Across Multiple Channels
In this industry, time is money, and it’s helpful and easy to reuse existing content. You can achieve fantastic results by creating a variety of content for each client to choose from.
To maximize your content marketing efforts:
- Repurpose and promote your content across multiple channels.
- Turn questions asked in webinars and video replies into entire content pieces.
- Respond to what is being asked in emails and video replies.
- Repackage existing material you already have as an email newsletter.
- Remember to share your content on platforms like LinkedIn, Twitter, and Facebook to boost visibility.
6. Publishing Long-Form Content at Least Once per Week
Long-form content is at least 1,000 words, but often more. Consistently publish long-form content at least once per week. When it comes to content marketing for financial services, consistency means everything.
Offering reliable information consistently will show your audience that you’re dedicated to providing value and helps establish brand authority in your field.
7. Invest in Search Engine Optimization (SEO)
SEO plays a crucial role in content marketing for financial services. Optimizing content with the right keywords and following best SEO practices improves your chances of ranking higher in search results. Attracting organic traffic and leading potential clients to your website go hand in hand.
This is an excellent opportunity to call for an assist. Learning more about SEO or bringing in a subject expert is essential here. The reality is that good SEO can help your business, but bad SEO can hurt it.
Remember, good writing aimed at the reader’s needs is vital here. Your content needs to be valuable to clients first. So whether you hire an SEO specialist or forge ahead on your own, remember — Target the keywords you want to use in an unforced and natural way.
Final Thoughts
By following these seven essential tips, you’ll be well on your way to mastering content marketing for financial services. Remember to focus on your clients, diversify your content, and optimize for search engines.
Once you understand client needs, packaging those needs is easy. The right plan with steady implementation is the key to content marketing for financial services. With dedication and consistency, you’ll see your business grow and attract more clients.
Author
Grant's a fintech content marketer and SEO strategist who works 100% remotely. With years of professional experience working alongside the largest fintech brands and marketing agencies, he's well-equipped to help grow his clients' businesses with effective content and SEO strategies.