How Can Financial Companies Use Collaborations for Online Success?

Joe Elvin, Financial Content Specialist @
Posted On: April 11, 2018
Collaborations are one of the fastest ways you can build an online audience. Rather than slaving away, trying to post a constant stream of new content on your own channels, you can team with other content creators and reach a fresh audience that way. Let’s dig deeper into the word of collaborations and financial services marketing.
To make the most of this opportunity, it’s important to collaborate with a content creator whose audience is likely to have the same interests as yours.

It’s unlikely to be profitable if a mortgage company teams with a candy shop, as these two businesses target completely different demographics.

However, a partnership with any brand that targets to 20 to 30-year olds, regardless of what they sell, is likely to be more beneficial for both parties, so long as they aren’t in direct competition with each other.

Success isn’t a single player game. Below, we demonstrate some examples of clever collaborations from financial companies.


Influencer Marketing

Influencer marketing is a growing trend that brands from all industries are capitalizing on.

It involves brands targeting individuals with large social media audiences and arranging some sort of promotional deal.

The influencer will usually ask for cash payment or some sort of free product from the brand. Alternatively, if the two parties both have similar sized audiences, they might arrange for a promotional post on each other’s channels.

Influencer marketing is particularly rampant in the fashion, beauty, health, and fitness industries, but it can work well within finance too, as the example above shows.

It’s one of several ways that financial companies can make the most of social media.


Guest Posting

 This is a similar concept to influencer marketing, but it involves the financial company putting together some unique content for the influencer’s website. The content will be less promotional in nature than influencer marketing.

Typically, the writer should focus on providing useful information for this new audience and demonstrating their expertise through their content. The writer will add a subtle link to their website towards the end of the article for readers who want to find out more.

An even smarter strategy will be to include a link to a lead magnet in order to get this new audience subscribed to future updates from you.

The Huffington Post is an example of a huge website that regularly accepts guest posts from companies and as well as contributors from many other industries.

Here are some great tips to help you get guest posts submitted on popular websites.


Affiliate Marketing

financial services marketing
Affiliate marketing is a risk-free method to bring more people to your website.

This involves financial companies paying a cut of any sales received from customers that are referred by affiliates. Many financial bloggers will include  affiliate links in their blog posts. This is one of the key ways they fund their blog.

It’s a win-win, because bloggers are incentivized to promote your product, but you don’t have to pay them anything if no sales are made from the partnership.


Choose your Partners Wisely

It’s worth putting some thought into the right partners for your brand though. If that brand pulls some PR nightmare, you can end up guilty by association. It’s worth keeping track of your partner’s social media to ensure you can manage any feedback you get on the content you post.

Nevertheless, by partnering with the correct brands, financial companies can boost their online audience relatively easily.

Ankith S, a digital marketing expert who blogs at, believes that you shouldn’t rush into a relationship with potential collaboration partners.


He says: “The first step involves finding the platform on which they are based. Next, contact them (via mail, chat etc.) and talk in a casual manner. Build relationships and grow your network over time. LinkedIn is perhaps the best platform to find all the content creators in one place.

“Once you’ve developed a rapport with them, it becomes much easier to collaborate.”

Don’t be a stubborn lone wolf. Start searching for suitable content partnerships today and you’ll find it far easier to market your business online. If you need help writing great content for guest posts, web copy, or other content that will help draw partners to your brand, reach out to a professional writing service to take care of all your needs.

Need Writing Help?

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

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.