The term ‘content is KING’ has been making the rounds for over a decade now. Despite the number of marketing trends that have come and gone over the years, content has been and always will be king. But why? More importantly, does this hold true for the finance sector as well? 

Simply put, without quality content, companies will find themselves lost in the sea of competition promoting their businesses on online platforms and search engines. Similarly, content can help draw new customers and helps businesses maintain their loyalty over time. This makes your financial content marketing strategy one of the most powerful strategies for your finance company.

This blog will demonstrate how investing in financial services content marketing is a viable strategy for achieving your required outcomes.

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How Does Content Marketing Work For Financial Companies

Content marketing in the financial services context involves creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined target audience. The content is designed to educate, inform, and engage the audience rather than explicitly promoting a product or service.

In the financial services industry, content marketing may include blog posts, articles, whitepapers, infographics, videos, webinars, and social media posts. The content may cover a range of topics, such as financial planning, investing, retirement planning, tax strategies, and more.

The goal of content marketing for financial services is to establish trust and credibility with potential and existing clients by providing them with useful information that helps them make informed financial decisions. By consistently producing high-quality content, financial services companies can position themselves as thought leaders in their industry and build long-term relationships with their clients.

Benefits of Content Marketing in The Finance Sector

Now that you understand how content marketing works in the finance industry, it’s important also to know the benefits of financial content syndication. 

Builds Trust and Credibility

By providing valuable and informative content, financial companies can establish themselves as thought leaders in their industry and build trust and credibility with their target audience. This can help to attract new customers and retain existing ones.

Increases Brand Awareness

Content marketing can help to increase brand awareness by reaching a wider audience and building visibility through search engine optimization (SEO) and social media.

Improves Search Engine Rankings

By regularly creating and publishing high-quality content, financial companies can improve their search engine rankings and appear higher in search results. This can help to attract more organic traffic to their website.

Generates Leads

Content marketing can be used to generate leads by offering valuable resources, such as ebooks or whitepapers, in exchange for contact information from potential customers.

Supports Sales Efforts

By creating content that addresses common customer questions and concerns, financial companies can support their sales efforts and provide their sales teams with valuable resources to share with prospects.

Demonstrates Expertise

By producing content on a variety of financial topics, financial companies can demonstrate their expertise and differentiate themselves from competitors.

Overall, content marketing can be a highly effective strategy for financial companies to attract and retain customers, build trust and credibility, and drive business growth. Your clients are no longer satisfied with simple broadcasting and advertising. People desire knowledge that solves issues, provides answers to queries, and possibly entertains. By providing clients with what they desire, you build trust, encourage reciprocity, and drive sales.

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Why Content (Marketing) is King for Financial Services Companies

Finance Content Marketing Tips That Every Marketer Should Try

The benefit of financial content marketing is that it can be implemented instantly. Even if you do not have a content marketing plan in place, there are little tasks and components that you can perform quickly to give your business a boost. This list is ideal for launching a campaign or honing your marketing abilities with financial content syndication.

Start by Creating Your Buyer Personas

To ensure the success of your content marketing effort, you must provide material for the appropriate audience. Without the proper audience, your efforts will fall on deaf ears, be disregarded, and be a total waste of time. When provided to the correct audience and in the right manner, it may have enormous business benefits.

Creating buyer personas is one method for ensuring that your content is relevant to your target audience. A buyer persona is a fictional character based on actual customers. Consider demographics, hobbies, workplace, work style, career advancement, degree of responsibility, where they congregate online, what their present work issues and pain points are, what solutions they may be interested in, and where they are in the decision-making process.

Target Particular Keywords

Even if SEO isn’t your primary approach (and if it isn’t, you should consider changing that), you shouldn’t entirely neglect keywords. Google will utilize keywords to determine what your content is about, connect it to the search terms of potential clients, and rank relevant material appropriately. With no keyword targeting, your prospects of ever ranking on Google are small. The good news is that you probably already do this instinctively.

If you are uncertain about which keywords to pursue, consult your audience. Analyze what they are seeking and the terms/phrases they are employing. Google’s “People also ask…” option is an excellent starting point. You may use a basic base word to generate a multitude of queries and related information.

Blogging Is Not The Only Form of Content

There are other content categories beyond blog types. Content may take many different forms. Video is undoubtedly the most popular kind of material in the modern day, since it has the greatest interaction rate and is the most consumed form of information online.

Many individuals fear putting themselves on film because they believe they will have to stand in front of the camera. This is not always the case, and you may produce videos in which you play no part. There are many other types of films, many of which do not require you to appear on screen, such as explainer videos, demonstrations, how-to videos, and business news. If you can handle it, video content will significantly increase your engagement.

Eliminate All Jargon

Sure, we agree that you want to appear knowledgeable, but the financial services sector is steeped with jargon, and many prospective clients are put off by those who relish it. Customers that desire effortless access to your services will appreciate your efforts to employ basic, accessible language. Ask yourself, “If I did not work in this field, would I be able to grasp this?” If yes, your content is ready to be published, if not, you should try to make it more simple.

Address Common Questions And Pain Points

Create content that addresses the most common questions and concerns of your target audience. This will help you establish your expertise and demonstrate your understanding of your audience’s needs.

Focus On Quality

In the finance industry, accuracy and credibility are crucial. Ensure that your content is well-researched and fact-checked to establish your authority and maintain the trust of your audience.

Collaborate With Influencers

Partner with influencers in the finance industry to increase your reach and tap into your audience. Influencers can help you create content that resonates with your target audience and build your credibility.

Why Content (Marketing) is King for Financial Services Companies

Encourage People To Take Action

All too frequently, when individuals reach the conclusion of a piece of information, be it a video, a blog post, or any other type of material, they simply leave. There is a significant possibility that you’ve lost that individual back into the ether, and they may never return. This is a missed chance. The greatest method to counteract this influence is to request action from them. By employing a simple call to action, you may engage the individual over a longer period of time or have the option to engage them again in the future.

Simple yet powerful calls to action could include:

  • Join our mailing/newsletter list.
  • Start a free trial
  • Schedule a demo
  • Schedule a call with a consultant
  • Browse another blog entry
  • Schedule an appointment

Make sure that whatever the call to action is, it is relevant to the content and easy to fulfill.

Be Consistent

Consistency is key to building a loyal audience. Create a content calendar and stick to a regular publishing schedule to keep your audience engaged and coming back for more.

Leverage User-Generated Content

Encourage your audience to create and share their own content related to your financial products or services. This can help to build a sense of community and increase engagement.

Learn more about our content syndication services; Schedule a demo


Whether you want to build a new marketing plan or advance your existing efforts, our financial services marketing trends 2023 will equip you with the knowledge and ability to adapt strategy and tactics to acquire more high-value clients.

Discover more about content marketing in financial services and other strategies that can help you promote your business only on iTMunch.

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