FINANCIAL SERVICES CONTENT MARKETING
Why it’s Crucial for Financial Companies to Create Interactive Content
In my previous blog post, I explained how useful, interesting, and entertaining blog posts can help financial brands show off their expertise, build trust, and ultimately sell more products.
But the truth is: this probably isn’t enough.
Nearly every financial company under the sun has woken up to the advantages of publishing useful articles. Most of them are winning their audience over with helpful infographics and content too.
Meanwhile, the very best publishers are making the most of web coding experts to create interactive experiences to make their content even more useful. This type of content, which typically provides tailored advice based on an individual user’s unique financial circumstances, can engage customers more than any other medium.
It is far more useful than generic advice and leaves the reader with the exact information they need to make the best financial decision for their needs.
The bar has been set. This is the new standard of online financial guidance. This is the type of remarkable content that gets enough links and social media shares to send it flying to the top of Google’s searching engine results pages. Anything less is forgettable – and that’s no good when you’re trying to create an army of loyal readers.
That means it’s time for financial companies to think what kind of interactive content could serve their customers even better.
The best way to stir your imaginations is to show you some of my favourite examples of how interactive content can bring a web page to life.
Example #1 Which? mortgage calculator
Let’s pretend you’re a first-time homebuyer who is curious about how expensive a property you can afford. A good web page would tell them that the average home buyer in the Canada will be able to borrow four to five times their annual income from a mortgage lender – and that they should add this amount to their deposit in order to get their maximum budget for house. It would also warn that they’d need to put down at least 5% of the house’s total value
A great web page would tell them that if put $500 a month towards their deposit, they could be able to get a 95% mortgage for a $200,000 house in 20 months (provided their income was at least $38,000 a year).
A brilliant web page, like this one from Which?, would allow them to enter their current circumstances and work it out for themselves. This calculator even accounts for interest on your savings and annual house price inflation.
Example #2 Credit card calculator
A good web page would tell you it’s always recommended to pay off your credit card debt in full every month, so that you’re not hit with punitive charges.
A great web page would tell you that it’ll take 27 years and 4 months to pay off $3,000 worth of credit card debt by making the minimum repayments at 17.9% APR – and you’ll pay $4,000 worth of interest!? That’s enough to put anyone off from doing that, right?
However, a brilliant web page, like this one from Money Saving Expert, will let a credit card user type in their own details and work out for themselves how long it will take them to be debt-free
Example #3 Budgeting calculator
A good web page will tell people it’s important to create a monthly budget, so that you create realistic savings goals.
A great web page will offer tons of useful tips from budgeting experts, so that readers can be inspired to spend their money more efficiently and change their lives!
A brilliant web page, like this one from Aviva, will make an interactive quiz, which helps you identify every single area where you could improve your budgeting skills, leaving in no doubt as to your financial inadequacies and how you can fix them.
Benjamin Franklin famously said: “Tell me and I forget, teach me and I may remember, involve me and I learn.”
So, it’s time to ask yourself: what web pages are you explaining a financial concept, rather than letting your readers work it out for themselves? How you could make them more interactive, more enjoyable and therefore more engaging?
Remember, a ‘brilliant’ web page is actually the new standard. It’s the new ‘average’. When I typed “mortgage calculator” into Google, it spewed up 26.6 million results.
If you have no idea how to create this sort of content, there are plenty of coding experts available that you could outsource this sort of work to.
Mohit Gangrade, an experienced content marketing expert, said: “A lot of companies offer tools such as a calculator to collect leads and subscribers. Once you have filled all the details, you might have to enter your email to receive the results and at the same time subscribe to the brand’s newsletter.”
“Calculators and other such tools take a lot of resources (time and money), so most of your competitors won’t even think about making them. If you, however, make such a tool, you can use it to build backlinks to your website because no one else in your industry offers this tool.”
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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.
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.
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Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.