The financial service industry is rapidly evolving to meet the needs of the 21st century consumer, and financial marketers are starting to learn the rules of how to better target their customers through content marketing.
But while 78% of financial marketers have reported using this inbound marketing tactic, only 25% consider their organizations to be effective at it.
In such a highly regulated field that’s bound by compliance, budgets are dropping against an increasingly volatile economy. Organizations struggle with getting buy-in from senior management, restricting the types of marketing brands can do.
On the bright side, the financial services sector has one big thing going for them: they talk about money. And let’s be honest, what audience doesn’t care about growing their wealth?
Financial brands know this, and many are looking beyond their own limitations to create innovative, high-quality content that not only establishes authority but builds meaningful relationships with their target consumers.
So, if you’re ready to learn how some of the best in finance are cutting through the noise, we’d love to see you at our upcoming breakfast masterclass on July 13th, 2016 in Singapore.
In the meantime, check out these three key insights that will help you transform your content strategy.
Tell Stories with a Human Voice
It’s no doubt that finance is a dry and rather technical topic, making it difficult to get people excited about or even interested in engaging with content associated with it.
And in an industry where customer loyalty is a major priority, typical strategies just aren’t going to cut it. That’s why brands need to be personable and bring a relatable voice to their marketing communications.
Use approachable language, not industry jargon.
Customers will feel more connected to your brand if they feel like they can have a conversation with you. So, try and present complex information in digestible forms, walking your audience through the message in an engaging and interactive way.
Get Creative with Video
Video is becoming increasingly indispensable for grabbing the attention of customers, especially millennials.
It’s entertaining, easy to consume, and fun to share.
Brands leading in finance marketing such as UTI Mutual Fund and Visa are leveraging the huge potential video has for generating new audiences and solidifying customer relationships.
In fact, UTI Mutual Fund successfully generated 3,500 leads for their Systematic Investment Plan (SIP) through targeted video content to millennials by producing stories in a more genuine and authentic way:
(Source:UTI Mutual Fund YouTube Channel)
Meanwhile, Visa Asia Pacific launched VisaAPnews.asia, a Tumblr newsroom of videos on topics such as economics, business growth, innovation and viewpoints.
They successfully reached and influenced decision makers, bankers, merchants and governments across the region with their amazing repository of video content.
(Source: Visa Asia Pacific, The News Room)
Go Where Your Audience Is
Successful marketers know that crafting high-quality content isn’t enough.
What’s equally important is finding where your audience hangs out and targeting them with the right content at the right time.
At Outbrain, we’ve found that a great way to amplify the audiences of financial brands is through driving traffic from authoritative finance publishers, such as some of the top premium publishers in our network, like CNN Money, Fortune, Market Watch, and Financial Express (India).
Both UTI Mutual Fund and Visa connected with new audiences through content discovery, driving visitors to the highly relevant and valuable resources available on their owned channels.
Transform Your Finance Content at our Breakfast Masterclass
Did you find these tips handy and want to discover more insights on how to transform your finance content strategy?
Outbrain is organizing a breakfast masterclass on July 13th, 2016 in Singapore.
Together with speakers from the finance content marketing field, we will examine how financial brands can drive measurable results through content.
Some of the topics we will discuss include:
- Case study: How FSI brands drive ROI through content strategy
- Global best practices: How financial brands build demand and generate leads around the world
- New thinking in native and video across the FSI industry: The publisher’s perspective
- Unique content marketing challenges and goals for financial brands
Date: Wednesday, 13 July 2016
Time: 8.00am – 10.00am
Location: Parkroyal on Pickering, 3 Upper Pickering Street, 058289
The days of stumbling to build loyal consumers will soon be over.
|Outbrain experts can help you align yourself within the content journey, so feel free to reach out to us with any questions you may have, or do it yourself (recommended from your desktop) via our easy-to-use platform.|