content marketing for financial services

Content Marketing For Financial Services

Content marketing is useful for just about any organization. It’s how you position yourself as a trusted expert, educate your audience, and provide so much value that your lead decides to do business with you. 

But what about content marketing for financial services? Is it any different? And if so, how can you maximize its impact for your own organization?

If you work in financial services, this is exactly what we are covering in this post. We will cover three things to keep in mind regarding content marketing for financial services, as well as four tips for doing it correctly.

Content Marketing For Financial Services: 3 Rules

Here are three main ideas to keep in mind when you are approaching content marketing for financial services:

  • Simplify complicated topics. The financial industry can be confusing for your audience. Regardless of the product or service that you offer, there is going to be a fair amount of people that need help educating themselves. That’s where your content comes in.
  • Envision the kind of life your audience has. Depending on the exact product or service you offer, you are going to be working with a very different kind of person. Perhaps your target customer is a middle-class worker with less than 5,000 dollars in savings. Or maybe your ideal client is an upper management professional with multiple investment portfolios. Whoever it is you are serving, do the work of researching what kind of life they have. Only then will you be able to tailor your message accordingly.
  • Offer a solution. When it comes to money, most people don’t want theory. They want specific actions they can take for specific results. This is how your content should look. While it’s great to give people information that makes them more informed, more effective is content that actually helps them solve a problem. Approach your content creation with this angle at the forefront and good things will follow.

4 Tips For Content Marketing For Financial Services

1) Educate With Authority

People are serious when it comes to their money. They only want to do business with the organizations that they trust. That’s why your content needs to clearly establish your authority. This can take multiple forms. Here are just a few options you have:

  • In-depth guides. The more detail you include (while still keeping it readable), the better. Your audience doesn’t want fluff. Take your content seriously.
  • Evidence-based articles. Don’t just state your opinion, Back it up with studies and statistics that actually support your claims.
  • Webinars. These are perhaps the best way you can demonstrate the authority you have in your space. Not only is it a chance to educate your audience, but they are able to put a face to your name.

The goal for all of these content forms? To explain complex financial concepts in simple terms and build trust with your audience. Indeed, this is what your audience needs the most.

2) Leverage Thought Leadership

Do you have somebody on your team that has a ton of expertise in your sector? Perhaps a colleague that has an opinion to share that could be valuable? Or maybe an interesting work experience that somehow differentiates them from the rest of your industry?

If so, consider engaging in “thought leadership.” While this sounds somewhat complicated, it doesn’t have to be. Simply showcasing your team’s knowledge through thought leadership pieces can be enough. Combine it with email marketing and you are on your way to success.

As for what you share? The topics can be varied, but first and foremost should be about something your audience will actually care about. No use writing something that’s of no use to anybody! Consider sharing your insights on industry trends or providing solutions to common financial challenges. Your audience will thank you for it.

3) Create Interactive Tools

Remember – your audience wants actual solutions to actual problems. And one of the best ways to give them these solutions?

Tools? While your choices vary, they should be in line with the kinds of content your organization is already creating. Do you help people budget for the future? Consider creating a branded “budget planner” that helps people take their finances into their own hands.

Maybe you specialize in helping people choose the right investments? It might be time to create your own version of an “investment calculator.” The point here is not to overcomplicate things. Instead, make something simple and easy to use that your audience actually benefits from. This is the kind of “content” that gets shared and grows your organization in the process.

4) Case Studies

If there is one thing that gets people to buy into your organization, it’s the power of the case study. People want to know that what you offer actually works. And remember, when it comes to money, people are especially protective. Expect a certain amount of skepticism.

The way you surpass this skepticism is by showing your audience the story of somebody that’s just like them – and has succeeded. What they have succeeded in, of course, depends on your offer.

Regardless, be sure to follow case study best practices. Make it easy to access. Write in a clear and compelling manner. Describe in vivid detail what their life was like before they started working with you, as well as how it’s improved since working with you. This is one of the best ways to improve your content marketing for financial services.

Are you an enterprise, nonprofit or small business looking for help on your website? Give us a shout! We provide a free consultation. Email us at or call us at (718) 855-1919!

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