While conducting research on content strategy on finance marketing, you will find that many of the articles discuss “content clustering,” the creation of fake buyer personas, and growing brand recognition. In the majority of the cases, the most important statistic that is monitored is traffic, measured in terms of the number of page views received by a blog or a particular piece of content.
Yet, there is no guarantee that a rise in foot traffic would result in an increase in the value of the company. And this is the problem with many different content strategies: very few of them will focus on what actually counts, which the value that they provide to the business is. You should strive to have the ability to produce content that genuinely contributes to the growth of your business.
The process of producing content for organizations that provide finance marketing services may be stressful due to the many hurdles involved. The following are some suggestions that might help relieve some of the strain. But before we get into it, let’s talk about Content Standards of Google for the Financial Sector.
Google’s consideration on Finance Markets
In the aftermath of the controversy surrounding censoring, Google paved the way by developing unique algorithmic considerations for content it saw as being particularly relevant to specific disciplines, such as legal advice, current events, politics, and financial advice, amongst others.
The argument was simple, providing incompetent finance marketing content strategy to clients might have negative outcomes for the clients’ financial circumstances. So, the last thing Google would ever want for its brand is to provide inaccurate financial information that may have a detrimental impact on your life or your finances.
Let’s look into the standpoint of a content creator:
Experience and knowledge: Is the author or publication an authority on the subject?
Authoritarianism: How authoritative are the author and the website? This is determined by more traditional metrics such as backlinks, social signals, page traffic, and so on.
Trustworthiness: How reliable is the source? For instance, does the source receive a lot of traffic, and has it ever had any complaints?
Content marketing tips for financial services
The following are some content marketing guidelines for companies in the finance and marketing sector.
1. SEO Competition
Google’s rules prevent financial blogs and websites from publishing incorrect material. Hence, brand thought leadership is the best option.
Exposure builds authority, but Google makes it hard for broad subjects that get the most exposure.
Here are some ways to create distinctive content.
- Write a book, eBook, or social media brand to become a thought leader.
- Seek distinctive, low-volume long-tail keywords for your audience.
- Provide skilled guest posts to build authority and buzz.
- Develop content with several financial experts to expand on a topic.
- Partner with data or analytics businesses for trend research.
- Build a large poll to track industry developments.
- Create website content with video and other media.
Finance marketing content strategies have some of the strictest regulations on internet content, social media, and brand promotion. Here are few of the solutions
- Ease your client’s potential obligations.
- To minimize penalties, update their website with regional privacy legislation.
- Employ financial writers.
- Content should follow regulatory obstacles.
- Ensure compliance with a legal review procedure for your client.
- Stay on issues you and their legal team know.
3. Expert Writers
Subject matter specialists are the biggest challenge. If you discover an expert, they’re either too pricey or can’t write. Solution
- Provide freelancing work to high-ranking SERP article authors.
- Create targeted LinkedIn advertising with samples and a budget. You’ll discover someone capable despite the cacophony.
- Develop in-house authors.
4. Selecting Readers
Taxes, bitcoin, retirement funds, and portfolio investing might be overwhelming for readers. Simplifying material for most readers is vital, but so is optimizing it for those readers most likely to engage with your or your client’s brand.
To boost your client’s credibility, you’ll need a method for general financial counselling and specialized material for potential hires.
- Simplify top-funnel content strategy to reach more people.
- Use a CMS to target clients mid-funnel depending on site activity.
- Based on involvement history, nurture intent with appropriate advice and selling points.
- Provide this information to the sales team for a follow-up call that addresses client pain areas.
5. Refresh Old Content
Stale material on any site is a waste, but obsolete or non-compliant information can land websites in legal problems. Simple answers take time.
- Use Screaming Frog to audit your site and extract all URLs to a spreadsheet.
- To determine whether material needs update or removal, use SEMRUSH or another program to analyze trending themes.
- Remove old or unregulated temporal content.
- Update traffic-dropping evergreen content.
6. Locating the Available Resources
Since, as you are probably aware by now, financial content strategy is infamously complex, and it can be challenging to rationalize the expenditure of funds on a single blog post.
- Create a spending plan that takes into consideration the additional work involved in generating long-form material that is packed with money management tips.
- When dealing with other content marketing partners, make sure that your expectations regarding time and money are very apparent.
7. Concentrate on Certain Keywords
Whether it is in the form of a blog or a video, every piece of financial information you produce must be optimized for certain keywords. At the same time, avoid the temptation of overusing or forcing keywords, which can disrupt the natural flow of your material and degrade its quality. You may even be fined for keyword stuffing, which may be disastrous for your company’s reputation.
- To select keywords, consider your visitor’s objective and think like a consumer.
- Use terms that you think people would use to find your financial product or service on Google.
- Optimize around your regional location specially when your topic relates to the finance market today.
- Including your region’s name in your keywords can be effective, such as “North American financial services.”
Common Methods of Content Marketing for Finance and Marketing Services
Finance services companies use various methods of content marketing to engage with their target audience and establish their brand as an authoritative source of information. Some of the commonly used methods of content marketing by finance services include:
- Blog Posts: Blog posts are an effective way to share information about industry news, financial trends, and provide educational content to your audience.
- Social Media Posts: Social media platforms like LinkedIn, Twitter, and Facebook are great channels to promote your content and engage with your target audience.
- Video Content: Finance services companies can use video content to explain complex financial concepts and provide information in a more engaging way.
- Podcasts: Podcasts are a great way to provide insights and expertise on various financial topics, and they can be consumed on-the-go.
- White Papers: White papers are research-based reports that provide in-depth information on a specific topic or issue. They are great for showcasing thought leadership and can be used to generate leads.
Smart organizations in the financial services sector understand that their content marketing ideas should not be used to pitch their services. Instead, they focus on solving common pain points that their prospects endure by providing valuable and practical solutions through a well-designed content strategy. By providing information and expertise, they can build trust and credibility with their audience, which can ultimately lead to increased brand recognition and customer loyalty.
Piece of Advice
It is essential, in order to obtain the advantages of your hard work, to conclude your article with an active next step. You may bring a close to your blog entries by requesting the email addresses or other contact information of your visitors so that you can communicate with them directly. This may accomplish by giving them increasingly pertinent material at predetermined intervals until they convince that it is in their best interest to conduct business with you and your finance and marketing content strategy.