Content marketing in the financial sector

In almost every industry, the advertorial and the unambiguous advertising text have been making off against actually informative content for some time. The financial sector is no different. Although practice shows that banks and insurers do remarkably little with content marketing compared to companies in other sectors. This while content marketing is ideal for the financial sector.

Why content marketing?

The arguments for doing content marketing as a company or entrepreneur are numerous and the principle has been proven to be effective. You meet the information needs of your potential customers, you are easy to find online and you create evidence to substantiate your craftsmanship, to name just a few reasons. For the financial sector, however, one reason is particularly important: to build confidence.

When it comes to financial products, customers are naturally suspicious. As an entrepreneur in that sector you will therefore have to pay the necessary attention to gaining trust. Let content marketing be particularly suitable for that. For this reason, an ideal strategy for content marketing looks slightly different in the financial sector than in other sectors. We help you on your way with five golden content tips for the financial sector.

Tip 1: Quality is paramount

In many industries, content is often used to generate pure traffic only. In the financial sector you can better focus on real quality. Your texts must be of high quality and above all factually correct. Prefer to rent one copywriter if you have difficulty with this yourself, then accept the lower quality.

Tip 2: Speak your client's language

Few sectors are as full of professional jargon as the financial. Therefore, map out who your target group is and ensure that your language matches them. Use understandable language. Rather an understandable piece that might make things a bit too simplistic than a highly nuanced article that nobody understands. When it comes to financial products, customers want to understand what everything is.

Tip 3: Be current

Whether it's one Bitcoin-House goes or the latest trends on the housing market, customers are generally looking for information about the latest news. Information about those current events is valuable for your target group. Jump in on this as quickly as possible. If you have sufficient knowledge, try to anticipate current events by, for example, making predictions. Forecast lists at the end of the year are normally in great demand; on the condition that they are well substantiated and preferably also prove to be true.

Tip 4: Figures don't lie

Support the claims, predictions and opinions in your content as much as possible with hard data. Numbers don't lie. Although the argumentation theory in the meantime it has been shown that people are remarkably insensitive to numerical substantiation, statements about financial topics appear to be a lonely exception. This may take some getting used to for the average copywriter; normally you often avoid that data. In this case it helps to prove your reliability. Pour the figures in an easily removable form, such as an infographic. And everything applies: in moderation.

Tip 5: Figures still don't lie

Therefore make sure that you can measure how your content marketing is progressing. How do your articles score? What do your customers think? How do they respond to your articles? Or would you prefer not to let them respond? Whether you are going to send newsletters, publish tip lists or just write short, interesting blogs, always make sure that you can measure what that content does. Of course, that also depends on the purpose of your marketing strategy. Explain this clearly, adjust your plan accordingly and measure whether you are successful. In this way, good content marketing can also make a difference in the financial world.