Content marketing has become an indispensable part of every digital marketing strategy. It can rank your website high on Search Engine Result Pages (SERPs) and expose your business to the right audience when implemented correctly. This article will discuss 5 content marketing strategies for financial services brands.
Content is king in whatever marketing strategy you want to implement. Although how people consume content may be changing, the content itself is still important.
A good content marketing strategy will help a financial services brand to create more awareness, generate leads, improve conversion rates, build trust with your audience and retain existing customers.
Whenever you create content for your financial services website, don’t be too ‘salesy’ or focused too much on your product.
Instead, ensure that every content you create is informative, entertaining, and solves your audience’s problem.
So, here are 5 content marketing strategies for financial services brands.
#1. Understand Your Buying Personas
Before creating content for your financial services website, try to understand your buyer personas.
Your buyer persona is the fictional representation of your ideal audience. Understanding your buyer persona will guide you through creating content that’s perfect for your audience.
How well your content performs depends on your knowledge of your target audience.
If you can define your audience and deliver the perfect content in the right way, your content marketing effort will yield exceptional results.
But if you don’t define your audience properly, your target audience won’t connect with your content.
When this happens, your effort will be wasted. I guess you don’t want to experience it.
So, ensure that you define your target audience before engaging in content marketing.
#2. Target Niche Specific Keywords
Once you establish your buyer persona, the next thing you should do is target specific keywords.
Writing high-quality content on niche-specific keywords is one of the content marketing strategies for financial services brands.
It’s easier to expose your financial services brand if you create content around niche-specific keywords.
With these keywords, it’s easy for Google and other search engines to understand what your content is about.
Your content is more likely to rank high on Search Engine Result Pages (SERPs) once search engine platforms understand your content intent.
If you aren’t targeting any keyword, your financial services content is less likely to appear on search results.
Actually, it can be really challenging to decide on financial services-related keywords to focus on. Bearing in mind that these keywords are very competitive.
But a good rule thumb is to consider what your target customers are searching for or the terms they are using.
You can start by checking the “People Also Ask” feature on google. Once you enter a simple finance-related keyword, a pool of keywords related to your niche will come up.
Create a spreadsheet and write down the list of keywords that you will be creating content around.
You can also invest in a keyword research tool. SAMRUSH, Ahrefs, Moz, etc.
If you are using any of these keywords research, you need to enter your competitor’s URL, and you will see all the possible keywords they are ranking for.
The advantage of using a keyword research tool is that you can check the difficulty level. It will give you an idea of whether you can rank for a keyword or not.
#3. Be Moderate with Your Content-Length
Being moderate with your content length is one of the content marketing strategies for financial services brands.
There are many schools of thought regarding what an article length should be. Well, in my opinion, your content length should depend on your niche.
For instance, a lengthy article is advisable if you are in the SEO niche. That is because most of the content requires detailed explanations with some technical analysis.
However, for a finance niche-related article, moderate content is better. Keep your content short and simple.
#4. Focus on the Different Parts of the Buying Process
When creating your content, try to focus on the different parts of the buying process. But that doesn’t mean that you should be too ‘salesy’ in your content.
Generally, three core stages in the buying process would influence a financial service client to make a buying decision.
These stages are awareness, consideration, and decision.
You can start with the awareness stage by creating high-quality and informative articles that will help your audience learn more about your services.
During the awareness stage, you can also create content that will solve your audience’s problem or provide answers to their problem.
Once you master the art of creating content for the different stages of your buying process, your business will be in front of the target audience at every stage.
And this means that your audience is always considering whether your brand is the right fit for them.
You can create blocks, checklists, content, videos, and even infographics for the awareness stage.
And for the consideration stage, you can create content around case studies, comparison tables, spec sheets, and webinars.
Lastly, you should create content around free trials, pricing information, concept proof, and demonstrations during the decision-making stage.
Read Also: 5 Steps to Develop a Content Marketing Strategy
#5. Schedule Your Content
One thing people fail to acknowledge is the fact that content marketing is time-consuming.
But once you can create content, posting them on different social media platforms shouldn’t be a big deal.
You can schedule your content on your website, especially if you use a WordPress-powered website.
With a tool like Hootsuite, you can also schedule social media posts in advance. You can queue up content for days, weeks, and months.
These are the 5 content marketing strategies for financial services websites.
If you are finding it difficult to handle the content marketing activities of your financial services brand, the Tycoono content marketing team can help you with it.
We will deliver exceptional content marketing services that will help grow your business.
