Content Marketing for Financial Services

What exactly is content marketing? 

Content marketing is a vital part of marketing that completely focuses on creating and sharing high-quality content to attract the target audience. This sets it apart from traditional marketing, which directly promotes a brand. So, it is not about direct advertising but about providing information that helps potential customers and ideally solves their problems. The content may be texts, images, or videos distributed on the company’s websites, blogs, or social media.

These are some examples of elements used in content marketing:

By utilising these diverse content formats, you can effectively reach and engage your target audience by providing them with valuable and relevant information.

How does content marketing work?

As we mentioned above, content marketing is all about creating content. The customer, or potential customer, is offered informative and useful material that provides insight and added value. This can be via various channels, e.g. blog posts or email newsletters. The content that is distributed should attract potential customers, inform them and ultimately lead to a sale.

By benching on content marketing, financial services and asset managers are lying an important basis to reach business goals:

Increase brand awareness: Targeted and relevant content increases your brand’s visibility and makes potential customers aware of your services.

Improving SEO: High-quality content improves your SEO rankings, ensuring potential clients can find you easily.

Enhance Customer Relationships: By continuously providing valuable information, you foster long-term relationships with your clients.

Cost savings: Compared to traditional advertising methods, content marketing is often more cost-effective. It offers a higher return on investment because it is designed for the long term and delivers sustainable results.

Build expertise: By publishing specialist articles and in-depth analyses, you can demonstrate your expertise and authority in the industry. This positions you as a thought leader.

Generating leads: Well-crafted content that addresses the needs and questions of your target audience can generate qualified leads. Call-to-actions and landing pages can convert interested readers into potential customers.

Support the sales process: Content such as analyses, research reports and whitepapers can support the sales process by providing potential customers with useful information and impulses.

Why is content marketing relevant for asset managers and other financial service providers?

In financial services, content marketing is becoming an increasingly important part of the marketing strategy. In short, content marketing enables asset managers and financial service providers to share their industry knowledge through online material. The aim is to raise awareness, inform the target audience, engage them with added value and ultimately drive business.
Thus, content marketing should be a part of every financial services provider and asset manager’s marketing strategy. To sum it up, content marketing helps in:

• Building Trust: Regular, high-quality content lets you position yourself as a trustworthy expert.
• Customer Loyalty: Informative content promotes customer loyalty by continuously providing valuable information and giving customers the feeling of being in the loop.
• Lead Generation: Well-prepared and relevant content attracts potential clients. Through targeted call-to-actions and appealing content, you can convert these interested parties into leads and thus acquire new customers.

In order to be effective and successful with your content marketing, the strategy is important as well as drafting comprehensible, precise and appealing content.

Which channels of content marketing are commonly used in the financial industry?

Asset managers, banks, fintechs – all types of finance companies can benefit from content marketing by choosing the right channels. Remember, the goal is to successfully reach your target audience and achieve your marketing goals. To do so, you should have your target audience’s preferences and behaviours in mind and distribute content tailored accordingly.

Here are content marketing channels that are commonly used in the finance sector:

Through the targeted selection and combination of these channels, you can effectively implement your content marketing strategy and achieve maximum reach and engagement.

What are the key factors for successful content marketing?

Developing an effective content marketing strategy requires careful planning and consideration of several key factors. Content marketing is first based on a precise definition of target groups. This is followed by the creation of high-quality content tailored to the target group, and then comes the distribution of this content.

You should consider the following factors to develop a successful content marketing strategy:

• Target group analysis: Know with whom you are dealing and what they need.
• Quality of the content: Content must be relevant, informative and well-researched.
• Regularity: Continuously produce and publish new content.
• Multichannel strategy: Use different channels to distribute your content.
• Measurability: Track the performance of the campaigns through KPIs and analytics.

What skills does Finanztext have for successful content marketing?

Finanztext has broad know-how in content marketing for asset management and financial service providers:

Expertise: Our experts have known the asset management industry and its specialities for many years.

Experience: Numerous successful projects with asset managers, banks and asset managers.

Creativity: Innovative approaches and creative content that is striking and memorable.

Analytical skills: Data-driven approaches to measuring success and optimising strategies.

For which industries/sectors does Finanztext offer content marketing?

In the financial sector, the topics are often complex and, therefore, require in-depth expertise. We have a team of experts at Finanztext that promises to meet your requirements and ensures that the content provided is not only technically correct but also easy to understand for your target audience. We offer customised content marketing services for various financial service providers and segments, including