Create valuable content within the financial sector

15th May 2023

The content your brand puts out to the world and specifically targeted towards your customers must be factual, correct and valuable to your consumers and your brand. Creating content that covers all of these factors can be challenging if you are unsure where to begin. However, content is incredibly important to get right as it increases brand awareness, showcases brand purpose, and works to increase the share of voice. 

Within this blog GottaBe! will share the best ways to create valuable content for brands in the financial sector and discuss why it is important to create valuable content for your consumers. 

How should content differ for the financial sector? 

With so many brands within the financial sector, it can be hard for brands to stand out and gain loyalty. With little differentiation between products, your brand must add value through your content to engage audiences.  One of the many ways to increase brand loyalty is to share educational content with your consumers that helps to expand their knowledge on the services available to them. This helps to fill the consumer with confidence in their decisions, and sharing knowledge helps to increase credibility and build trust. It is especially important to share content which is specific to your audience or ones you are trying to reach, as it must speak to them directly to see engagement levels increase. 

There are many restrictions within the finance sector which must be abided by to ensure content is not only educational but also within legal limits. Therefore, it is even more essential for brands to carefully plan the content shared to ensure success. 

Getting your content marketing strategy right could save your brand and generate leads you can continue to target throughout the funnel with the consistent message your content shares. For the most impact in 2023 your brand must align your content with your brand story. According to a study by CMI, Content marketing generates three times as many leads as traditional outbound marketing but costs 62% less.

What can I do to increase the quality of my content, and where do I share it? 

Google is making changes which will focus more on content quality to improve consumer search. So now is the time to focus on setting a solid marketing plan in place to ensure your brand is seen by your target audience. Content is a wide spectrum of things which must come together to mirror your brand’s identity so that no matter where you choose to share your content, your brand is recognisable, so it reengages consumers back into the marketing funnel. Getting the funnel correct will see an increase in awareness, leads and conversions, hopefully leading to loyal customers returning time and time again. 

Social media 

Social media is an excellent way for B2C brands to reach their consumers across a variety of platforms. The diverse range of content which can be shared via social media allows for the consumer journey to be retargeted through a series of paid and organic posts, videos and carousels. Each piece of content should be relatable, true to the brand and engaging.

Another way to reach customers on social media is through influencer marketing. Collaborating with influencers allows your brand to reach a wider audience through a trusted source. Influencer marketing is a great way for brands to engage customers as the influencer has spent time building those bonds with their followers, so their word is influential in decisions. However, to gain the trust of those followers, brands must trust the influencer to create content which is true to their own branding. Getting the balance right between your brand and the influencer could lead to longer-term partnerships. 

Creative design 

In some situations, it is suitable to use free services such as Canva and smartphone cameras to create content; however, there are times when it is important to enlist a professional to assist you with design work. Professional designers have not only a keen eye for detail but also a good understanding of the market and how consumers best identify with the content. 

Designers can work alongside your internal team to develop your brand’s identity and create content which can be reused. Alternatively, it can be beneficial to work alongside designers who create templates for your content to help your branding stay consistent and to reduce workload internally. 

Videography and Photography

Professional videographers and photographers capture and create content which can be used for a range of purposes. We often see professional content days planned to capture lots of different snippets which can be repurposed for a range of campaigns and or pieces of individual content. This is time, cost and visually effective as your content is then consistent in style. To get the most out of your professional videographer or photographer, it is important to prepare a brief and carefully share your brand’s guidelines to ensure that the professional has a good understanding of what is expected so they can work their creative magic. 

Web design/ development

As we know, in the digital age, it is now more important than ever to ensure your website is up-to-date and easy to navigate, as this will keep consumers happy along their customer journey. 

A good website will have sections which are easily identifiable to showcase content such as blogs, whitepapers and webinars. Creating dedicated tabs on a site with a good SEO focus will showcase your content and allows your consumers to find your brand through search, and once on site, will keep them engaged. 

For more tips on creating valuable content, keep an eye out on our socials or contact the team today! They will walk you through the many solutions available to you.