Content marketing occupies an important position in financial services firms. Sharing knowledge in the process of creating the client relationship is core to growth.
Digital content shares knowledge in a way that can be integrated and analyzed for effectiveness. A sophisticated strategy starts with branding and messaging, put the message out over PR, social media, newsletters, client communication, and a blog in a way that spreads the word and uses the best of each medium. Topical messages can be spread over social media, echoed in blogs that expand on the concept, drawn out in client communications and newsletters to expand your thinking. In this way your audience gets a full and rounded experience of who you and your firm are.
Digital content makes it possible to measure effectiveness. All distribution channels are built with feedback mechanisms. Each channel can be measured for effectiveness as well as each piece of content. Digital content can also be segmented for specific audiences, and for specific authors. A firm of 2 professionals or 200 professionals can personalize messages from a sender as well as to a segment of an audience. The content can be created and pass compliance and then personalized from a unique sender with a unique voice. Within an integrated strategy an overarching message can be tailored for individuals and an ROI can be calculated by individual and by overall campaigns.
Designing an Integrated Content Strategy
In the old days marketing and PR were largely one-way communications. Most messages went into the ether and no one knew who opened, read, saw, or cared except the intended audience. Now every piece of digital content gives up its secrets of what happened once it was sent through tracking software and feedback requests.
Take a newsletter for instance. Sent digitally, we know how many opened the email and who. We know how many clicked what link and who. And the history of engagement is also tracked by person so you know the cumulative frequency of connections of each person on your list.
Content must be created that interests your list. That's the difference between sales materials and a content strategy. Content marketing shares your knowledge in a way that builds a relationship with your prospects. In the words of that old Jon Levitt character on Saturday Night Live, they "get to know you".
Seek Expertise in Finance and Tech
Financial services and fintech companies have needs unique to the sector from content marketing. First, it take high level expertise. If you aren't going to burden your true inhouse experts with creating the content then you need to find writers who also have financial expertise. Secondly, the content for every channel has to comply with specific rules. Both of these take experience and expertise in financial services.
Digital content marketing is very cost efficient once the prospect list is built. The only fees are just for tools to distribute the content. Creating content that is compelling is the key.
Until now this has been an expensive proposition for financial services companies. Crafting and managing a content strategy for financial services companies requires a deep understanding of marketing goals, target audience, and the industry as a whole.
Generative AI changes the game. With one experienced expert who knows how to get the best from AI plus knows how to review for accuracy, layers of expensive labor can be cut out of the process.
Generative AI is new so finding the right kind of talent takes some advance knowledge and effort. Approach your task by applying these five strategies.
Evaluate Expertise and Specialization: Content strategy firms specialize in creating and implementing effective content strategies across various industries, including financial services. They have expertise in understanding target audiences, creating compelling content, and utilizing appropriate channels to reach and engage with the desired audience. By partnering with such a firm, a financial services company can benefit from their specialized knowledge and experience in developing content strategies that align with their specific goals.
Test Industry Insights: Content strategy firms often have extensive experience working with various clients in the financial services industry. They stay up-to-date with industry trends, regulatory changes, and consumer preferences. Leveraging their knowledge, they can tailor content strategies to address specific industry challenges and compliance requirements. This industry-specific expertise ensures that the financial services firm's content remains relevant, compliant, and resonates with its target audience.
Measurable Results: Content strategy firms are typically focused on delivering measurable results. They employ data-driven approaches to track content performance, analyze user engagement, and make data-backed recommendations for improvement. This focus on analytics and measurement enables the financial services firm to gain insights into the effectiveness of their content strategy and make informed decisions for future campaigns.
Use an Outside Firm to Increase Professionalism
Fresh Perspective: External content strategy firms bring a fresh, unbiased perspective to the table. They can offer new ideas, creative approaches, and innovative strategies that may not have been considered internally. Their external viewpoint can help challenge existing assumptions and bring a different level of creativity to content creation and distribution. This can lead to more impactful and effective content campaigns.
Time and Resource Efficiency: Developing a comprehensive content strategy requires dedicated time and resources. By outsourcing this task to a content strategy firm, a financial services company can free up internal resources and focus on core business operations. The firm can handle content research, creation, optimization, and distribution, allowing the company to leverage their expertise without diverting internal teams from their primary responsibilities.Scalability and Flexibility: External content strategy firms can scale their services based on the needs of the financial services firm. Whether it's strategy project or an ongoing content marketing campaign, they can provide the necessary resources and expertise. Additionally, they can adapt their strategies and tactics based on market dynamics, allowing the financial services firm to stay agile and responsive to changing market conditions.
In summary, financial services firms may choose to work with an outside content strategy firm to tap into specialized expertise, gain a fresh perspective, save time and resources, leverage industry insights, achieve scalability and flexibility, and obtain measurable results in their content marketing efforts.
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