The 5 Commandments of Content Marketing for Financial Services Companies

Content marketing can be tricky for someone who’s never tackled it head-on. But with the right tools and resources, you too can enjoy the benefits of increased traffic to your website using content marketing tools, such as blogs, infographics, videos, and more. Here are five commandments of content marketing you should consider for your financial services company.

1. Create content that builds instant credibility.

For instance, blog posts and articles about subjects related to your industry can significantly help boost your content marketing efforts. For instance, a dental office might hire a copywriter to write blog posts about the importance of caring for dentures, or an IT firm might hire someone to write blog posts or articles on how a managed service provider can prevent companies from experiencing a cyber attack. Using this tactic can help increase visits to your site, and ultimately, lead to more clients, meaning increased revenue.

2. Tailor your content to your specific audience.

Who are you targeting? Is it Baby Boomers? Millennials? Gen Z? No matter the audience, you’ve got to tailor your content to each specific audience. If you happen to cater to all three audiences, make sure each type of content you provide for each audience type is unique to them. For instance, you wouldn’t include tips on buying your first home in a blog post geared at Baby Boomers because they’ve likely purchased their first home quite some time ago.

Make sure the language and tone used in your content is appropriate for that audience. For a Millennial just starting to navigate the financial waters of adulthood, you might try a warm, friendly, conversational tone that explains complex financial concepts we may not fully understand yet. Also, understand what your target audience is searching for online and incorporate that into your content. Using keyword research can help you figure out what your target demographic is looking for online.

3. Incorporate social media.

Social media is a huge part of marketing these days and it’s not just Millennials and Gen Xers checking their Facebook and Twitter feeds every few hours. Baby Boomers, Gen Z-ers, and Millennials alike are joining social media sites at an increasing rate. This is especially true with Millennials, the next in line to have the most spending–and investing–power. Because Baby Boomers will be passing their wealth on to their children and grandchildren in the coming years, Millennials will be primed to start making huge financial purchasing and investing decisions.

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That’s why it’s crucial that you create content that’s easily sharable on social media sites like Facebook, Twitter, Instagram and Pinterest; this can help you reach more people faster. Rather than have your content reach only those who search for it, your content can be easily shared among friends, family members, and co-workers. The more authentic and honest the content, the more value it provides, and the more it will be shared. The more it’s shared, the more potential clients come knocking down your door looking for a safe haven for their brand-new nest egg.

4. Use visual content.

Content is delivered much differently nowadays. Gone are the days when people would simply read their news. Content has changed drastically over the last ten years, with the introduction of multiple content platforms. Because your audience has different needs collectively, you need to be ready to provide content in a number of different ways. Think images, videos, infographics, quizzes, symbols, icons, charts and graphs, and plenty of color. That way if a client isn’t particularly into watching videos, or simply doesn’t have the time, they can snap up the content quickly through an infographic. Visual content is key. The brain can process images 60 times faster than words. Therefore, you need to be ready to provide great visually stimulating content.

5. Tell a Story.

Using information to tell a story almost always hooks the reader, engaging them in whatever narrative you’re telling. When telling a story, keep it short but make sure it’s got an attention-grabbing headline. Ninety-two percent of consumers want ads that feel like stories, therefore, it’s up to you to deliver the goods. Create a narrative that invokes some sort of emotion and compels the consumer to complete the call to action. You’ll get a customer who not only sees your company as relatable but someone who respects and identifies with your brand message. Remember this: People will often forget what you say, but they always remember how you made them feel.

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