The finance world is evolving before our eyes.

In February 2020 just before COVID-19 went global, Deloitte predicted that traditional banks and finance institutions would face an unprecedented wave of disruption over the next ten years.

We already knew it was coming with the rise of consumer fintech like Robinhood, Venmo, and Chime.

Then the pandemic struck, and brick-and-mortar banks closed their doors.

Most debated whether they should reopen their storefronts at all. Others still debate whether they should pivot their physical locations to business hubs and coworking spaces.

Consumers had years to adapt to digital banking and payments before the pandemic. B2B companies, meanwhile, struggled to adapt to life 100% online. Many even found themselves as victims of fraud due to poor digital finance experience.

Financial service B2B companies have their work cut out for them educating buyers and establishing trust.

Financial digital transformation is scary for companies who don’t deal with tech daily or have already gotten burned. That’s why content marketing for financial services is absolutely vital for positioning yourself as a trustworthy and friendly solution.

Why is Content Marketing for Financial Services Essential?

Would you trust someone you just met to control your finances? Of course not.

Well, without content marketing for financial services, your potential customers don’t even have a meeting to base their trust – just a logo and name!

Content marketing familiarizes people with your brand. Over time, with the right kind of content, you can build trust among the right customers to partner with your brand.

Content Marketing Can Generate Demand for Financial Services

Lots of non-tech B2Bs won’t understand exactly what you do, much less why they need your service.

Content marketing lets you explain your solution to them in such a way that they feel like they came up with the answer on their own. The trick is to understand your audience segments and their organizations.

Content Marketing Helps Establish Trust in Your Financial Services

Once someone decides they need the product you offer, you still have to convince them you’re the one they should trust to provide it.

If you’re a new company or unknown to them, content marketing for financial services is vital.

Luckily, the average buyer consumes 13 pieces of content during their journey so take advantage of that to demonstrate your knowledge, expertise, and transparency – not promoting products.

Content Marketing Helps You Connect with Customers Emotionally

Financial marketing content is typically extremely dry and technical. Who said it has to be?

You can keep it professional while adding emotion to your content – and you absolutely should.

B2B buyers are humans too. Friendly, warm, welcoming, and conversational content can really set your brand apart from others, especially videos and blogs.

Consistent Content Can Boost Your Search Rankings for Competitive Keywords

Publishing comprehensive content regularly gives Google’s bots more information to scan. The bots gradually learn more about your site, expertise, and where you deserve to rank.

Eventually, you can prove your worth for those high-volume keywords everyone in your industry wants.

HubSpot recommends publishing three to five original (and high-quality) blogs each week for optimal SEO.


Content Marketing for Financial Services Generates Leads

Content is technically a form of inbound marketing. The more content you publish, the more chances you get to reach prospects and convince them to sign up for your lists or contact your sales team.

Quality Content Lets Leads Self-Nurture on Your Site

Thanks to AI-driven personalization engines, financial service leads can self-nurture as they browse your content. A lead might arrive at your site in awareness and gradually nurture themselves into consideration via your eBooks, whitepapers, and videos.

Regular Content Engages Your Social Media Audience

Publishing content on your website – be it blogs, eBooks, podcasts, video, or infographics – gives you a reason to post on social media.

You can even repurpose blogs into social media infographics or clip videos for social sharing. Once you publish a high-quality blog, it’s extremely versatile to adapt across different platforms.

It’s Cost-Effective and Sustainable Long-Term

While PPC certainly has a role to play, that doesn’t make it any less costly. Content marketing lets you play the long game while delivering instant results too.

A one-time investment in a single blog post can produce thousands of visits to your site for years to come. The more content you publish, the more you boost your reach as you carve out your little space on the web.

4 Important Content Marketing Strategies for Financial Services

These are the most important high-level content marketing strategies for financial services. These strategies below will help you explain who you are, why you’re trustworthy, and what you can do.

1. Thought Leadership

Thought leadership content is critical for financial services because it shows customers that you’re prepared to manage future issues.

88% of decision-makers say thought leadership sways their perception of a company but only 17% say the content they read is good.

Leadership at other companies want to know your leadership style so they can decide if you’re a safe partner for years to come.

2. Multimedia

Video, podcasts, and especially infographics are all must-haves for educating your audience.

3. Personalized Feeds and Hubs

You never know which account is visiting your site and what’s on their mind. AI can’t read minds but with intent data, behavioral data, and quality content, it can come pretty close.

Personalized content hubs use similar algorithms to Netflix to personalize based on industry, account, pain point, and more.

4. Buyer Enablement

Stakeholders want you to make their job easier with useful content. If you can, you’ll close larger deals with less stress for them.

Personalize Your Financial Services Content Marketing with the Right Tech

The right technology is vital to every content marketing strategy. On one hand, your technology shows customers that you’re on top of the latest advancements and capabilities to improve their experience and security.

Technology also helps you get the right content in front of the right people at the right time. It makes your job as a marketer that much easier and more effective.

Learn how Tipalti improved lead conversions by 597% and lead quality by 79% with Hushly’s content engagement tools.

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