Did you know that each month, 329 million people read blogs? Or that 37% of marketers say blogs are the most valuable content type for marketing? With 9 in 10 organizations marketing with content and 75% of financial services marketers utilizing separate content strategies for each marketing channel, if you haven’t jumped on the bandwagon, it’s time you do.*
What is content marketing and why has it been so widely adopted by professionals in the financial services space? Content marketing is essentially the creation and distribution of relevant and valuable content used to attract, acquire and engage a target audience. Content marketing is especially prevalent in the financial services industry because it provides professionals with a unique, creative outlet where they can use their expertise to connect with a wide audience of clients, prospective customers and those interested in learning more about personal finance or investment management.
Before you develop your content marketing strategy, check out these helpful tips and examples from our team:
Focus on the value
Don’t post a blog just to post a blog. Don’t send newsletter just to crowd people’s inboxes. Make sure you are displaying your expertise and providing your reader with information that they’ll find useful.
LearnVest, a financial planning company that works to empower individuals to take control of their personal finances, does a great job of distributing their content. Their blog provides readers with targeted and interesting advice for handling their finances.
Remember your audience
Don’t forget that your content needs to target a very specific audience. If you lose sight of your audience, your content will become less relevant and have less value to the reader. Before you start developing content it’s important to clearly identify your audience and the most effective ways of reaching them.
Get creative!
Blogs like Mint.com’s are a great example of content marketing that is valuable and targeted, but creative as well. The blog covers topics ranging from credit card fraud to healthy financial habits, making it a greatly daily read. With interesting, witty and timely content, Mint is leading the content marketing pack.
Stay current
Take advantage of current events and hot topics in financial services and personal finance to keep interest and to spark conversations with your audience.
Vijay Marolia of Regal Point Capital does a great job of staying relevant in his blog Vijay’s View. He has sparked discussions on the Affordable Care Act, the current state of the economy and the Federal Reserve.
Get personal
It’s always important to demonstrate your expertise, but content marketing can also be a great way to help your audience find out more personal information about you and your business.
Lynn Ballou, EA, CFP® and Managing Partner of Ballou Plum Wealth Advisors, LLC, does a great job of this in her blog It Really IS All About You! Lynn and her team go so far as to feature interviews with clients on the blog, which gives her readers a deeper look into the lives and experiences of people they serve!
Don’t have a blog? No problem!
A blog isn’t the only option for content marketing. You can use a company newsletter and even social media as a way to provide your clients, prospective customers and other relevant groups with value-added content.
Don’t be intimidated by compliance or regulatory agencies
Just because your online presence is monitored doesn’t mean you should shy away from taking advantage of all that social media, blogs and content marketing have to offer.
Still fearful of compliance? Find out how to overcome that fear from the KCD PR team.
Clearly content marketing is a powerful tool in the financial services industry. As more companies adopt content marketing and the use of blogs and social media, the more important it will be to incorporate those tools into your company’s marketing plans.
*Statistics sourced from 2012 survey by IMN and NewsCred.
