4 Content Strategies for Financial Professionals to Dominate their Niche

Joe Elvin, Financial Content Specialist @ Article-Writing.co
Posted On: May 11, 2018
We all have our favorite financial blogs where we can’t bear to miss a post, but have you ever stopped to consider exactly what it is that makes your most beloved content so unmissable?

Doing so could give you invaluable insight into what your financial blog could be doing better…

Let’s talk content marketing financial services. As a former financial writer turned financial marketing expert, I’m a huge fanboy of Rockstar Finance.

If you’ve shown any interest in personal finance content over the last five years, you’ve probably heard of them.

Within the finance niche, it’s a brand that seems to be everywhere. It’s not only a case of the content being awesome either. There are several strategies this website operates, which are easily replicable.

Below, we list four content strategies has allowed Rockstar Finance to dominate its competitors the way Tiger Woods dominated the PGA Tour in his prime. Follow them and you could transform into a content marketing rockstar too.

1. Regular, Useful Content

 They say the secret to success in business is to create a product that the target audience can’t live without.

This is what Rockstar Finance appears to aim for with its articles. Every new financial blog post will help the audience save money or make money, and who doesn’t want to either of these things? There’s no fluff. Only useful, actionable advice that’ll help you improve your finances.

What’s more, they’re posting new content every day, with titles that can’t help but draw intrigue.

content marketing financial services

2. Financial Blog Curation

Most of the content shared by Rockstar Finance isn’t even based on its website. Every day, they publish a collection of the best personal finance content they’ve found on the internet.

This strategy helps attract people who want awesome content delivered to them quickly. It also helps people spread word of their brand. When bloggers are featured by Rockstar Finance, they typically tell all of their social media followers about it. Understandably, they’re very proud.


This enthusiasm spreads, adding to the brand’s prestige and making more people curious about it. It was a tweet similar to the one above that attracted me to the Rockstar Finance website for the first time.

3. Collaborations

Climbing to the top of the content mountain is much harder if you do it alone. Most of the top bloggers will collaborate with other professionals in their niche, so that both parties can grow their audiences.

Guest posting is one of the most effective ways to collaborate with other bloggers in your niche. Doing so exposes your brand to a new audience who are likely to be interested in your content. If you include a link to your website within the post, it’s a great way to boost your backlink profile,  and therefore your search rankings, too.

Rockstar Finance regularly submits guest posts for Business Insider, Invibed, and The Financial Diet. if you’re interested in guest posting for popular blogs in your niche, this post will help you pitch successfully.

content marketing for finance

4. Build an Email List

Email marketing is far from dead. The open rate for marketing emails is far higher than the average reach for Facebook Pages. You can build an army of loyal readers within your email list, provided that your content is unique and useful.

The daily Rockstar Finance email features a bigger collection of articles than what is posted on their blog, a quote of the day, three fun facts, and four interesting nuggets from the web.

There’s a clear incentive to subscribe to their email list, which is why they’ve attracted over 7,000 subscribers.

Are You Ready to be a Rockstar?

The new owner of Rockstar Finance, known only as ESI, said: “The fact that a community has formed around Rockstar has helped it remain strong and grow. In particular, the forums where we discuss all things money blogging is a great meeting place for so many.”


“In the future, I think Rockstar will keep growing and succeeding by building upon these past accomplishments and coming up with new, innovative programs that help readers find great content and bloggers share their great content.”
It might take months or years of consistent quality posting to dominate your niche as well as Rockstar Finance, but the tips above will help get you there faster. For more advice, see our guide on writing the perfect blog article or team up with our professional writers to take your content, and your blog, to rockstar levels.

Need Writing Help?

If writing expertly-crafted blog posts isn’t your thing, you can always hire a professional content writing service like Article-Writing.co. We’ll take care of the words, so you can get back to growing your financial business.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.