Finance Companies There’s No Better Time To Invest In Content Marketing

Joe Elvin | Financial Content Specialist

Posted On: February 21, 2018

It’s often suggested that the start of January is the best time for finance companies to get in the public eye.

New Year’s resolutions and festive over-spending both play a key role in people wanting to get their finances in shape, so it makes sense that this is the best time for financial companies who are eager to become discovered and gain new business.

However, I’d argue that this part of the year – a few weeks after the New Year celebrations have passed – is an even more crucial time for companies in this industry to boost their brand awareness through content marketing for financial services.

Credit card bills from December will have just dropped on doormats, willpower control and freshly frugal budgeting plans are starting to fade, and people are starting to think they might need some help managing their finances.

That’s where finance companies come in, but with so many brands competing for consumer’s attention, how do you stand out? The combination of financial services and content marketing is key.


content marketing financial services

Content Marketing for Financial Services for the Win

People have been averse to direct marketing since the dawn of time, but in 2018 it’s easier than ever for them to switch if off completely.

Smart TVs can fast-forward past ads, ad-free music streaming services are replacing traditional radio, and online ad blockers are becoming more popular than ever.

This means it’s time for financial companies to change their strategy if they want to get in front of customers and get noticed. Instead of interrupting people’s content, they should create it.

Content marketing has become huge among online brands, and is now arguably the most effective way to engage your potential customers.

By supplying them with a constant stream of useful content, you’re helping to build your audience’s trust and showing them that you’re the brand to solve their needs rather than telling them. It’s a longer sales funnel than a 30-second prime-time television advert, but many marketers believe it’s a more effective strategy nonetheless.

Author and marketing expert Seth Godin recently said: “Content Marketing is the only marketing that’s left.” 

It’s tough to disagree, especially when it comes to financial services and content marketing.


How to Create Compelling Content

 Compelling content marketing in the financial niche is all about answering the questions that your potential customers are asking.

Ideally, it’ll be optimized to include the exact phrases that people are typing into search engines and your domain will have built up enough authority for the page to appear near the top of these search results.


using content marketing financial services for your business
Once you’ve got the eyes on your content, it’s OK to pepper in the benefits of your financial products within the copy. If the reader feels ready to learn more about your services, they can click through to do so.

If they’re not at that stage yet, give them the option to read more, perhaps with a link to some related content or an option to subscribe to future posts by social media or email. Learning how to how to excel at social media will ensure you keep subscribers coming back for more

If you don’t have the staff at your disposal to create a steady stream of compelling content for your website, you can outsource this work to a professional content writing agency.

There are plenty of agencies to choose from. Start by avoiding these mistakes companies make when hiring blog writers, and trusting your content with a company that has expertise in your business niche. Ideally, the company will also have working knowledge of SEO and how to keep an online audience engaged.

There’s no better time of year to reap the benefits of boosting your financial company’s content marketing. Get noticed and become the go-to authority for all things financial with strong and compelling content. Need help? Learn more about our article writing services.

Let do the work for you

We are an experienced company with a writing team that has been the antithesis of each of these mistakes.

It isn’t easy to find talented, reliable writers that do extensive research and provide the best content, but by avoiding the mistakes above, we’ve done it!

Outsource your blog writing needs to us and you’ll get access to our skilled team of writers and editors, all without you having to go through the rigorous hiring process.

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 Thought Leadership Package? 

At, 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.