In an age where the average American spends 24 hours a week online, financial marketers have no option but to get content. Today, content marketing must provide content and experience, must be different unique and engaging. Financial marketers must look beyond their financial services competitors and evaluate how companies in other industries are taking content to another level.
It’s always a good practice to have a commitment to writing a new blog article once a month but successful content marketing is more than having the commitment of writing 1-2 blogs per month, sitting down and thinking of a topic and posting it. Each blog should be part of a content marketing plan with a specific goal for writing it. Each message should have a specific call to action in mind. Is the goal to educate or inspire have the audience take an action? Whatever the goal is, the article should be written with the call to action in mind.
Here are 5 ways that Financial Marketers can get content right
Content should be data-driven
Writing articles using real data and statistics to present a point is strongly recommended. Removing subjectivity and opinions out of the article and the creativity is a better way to create credibility and leverage research from reputable sources to present a point. When points are backed up with facts and data people the audience will view the article as being more credible. Third party sources with links show readers that data is coming from a reputable and known source. Research key data points that would make an article more compelling or work with your firm’s analytics team to get internal data that can be leveraged.
Creating content with a specific purpose
To do this, it’s important to understand your buyer persona and their pain points. If financial marketers have a strong understanding of their goals and challenges, then creating content that helps to achieve their goals and overcome their challenges would be beneficial. For example, if a goal of someone you are trying to target save for their child’s education, writing a series of articles on how to invest for your child’s future or how to start saving early for your child’s education would be valuable and important information for your target audience. When your purpose for creating content is clearly defined, it can me evident what actions should be taken after reading the article.