Financial content marketing | 5 ways to improve digital results

Financial content marketing | 5 ways to improve digital results
11th December 2018
News and Insights

Find out how financial content marketing can save money and increase leads.

Financial content marketing is largely ignored by the sector. This is possibly the industry’s biggest digital failing. Only 7% of financial services businesses list content marketing as key to their digital strategy. This is lower than other industry sectors.

1. Financial content marketing drives results

95% of UK adults look up information online. Attracting just a fraction of that potential audience could dramatically change an organisation. Financial content marketing can be used to attract, retain and develop audiences. Financial content marketing is an ideal approach for organisations that want to see great results from a low financial investment. Content marketing drives more leads than paid advertising and is reported to cost 41% less. Not only is it a cost-effective way of gaining leads, it’s a free space to begin and deepen customer relationships. In a recent UK survey, marketers stated that content marketing had helped to increase sales by 49% whilst 68% said that the volume of leads had grown.

2. Improve customer loyalty

Good customer relationships don’t happen overnight for any industry. Keeping your audience engaged to build trust is an art form that takes skill and time. Providing relevant, insightful, original content without a hard sales pitch can help organisations to do this.

One aspect that’s important to remember is context.  Audiences that are searching for a financial services organisation, such as a building society or bank are unlikely to be ready to make a flippant decision when it comes to their money, loans or investments. So, building trusting relationships is significant, although this can be demonstrated in many ways (such as referrals, brand perception etc) financial content marketing sits at the helm.

82% of customers surveyed by Demand Metric stated that they felt increasingly positive about a company after reading original content and 57% read monthly content marketing. Financial services companies can easily step up their customer loyalty by implementing regular updates whether its via email, social media or website content.

2020 Building Societies Digital Census Kagool

3. Value for money

Financial content marketing is a huge strategic opportunity that costs over 60% less than traditional marketing. The value of content marketing goes beyond the resource costs of copywriters. Content on your website, third-party sites or social channels provides audiences with accessible research material before they make an informed decision to get in contact. Delivering better quality leads that are already interested in your products or services.

In addition to this, learning what content your audiences are viewing and engaging with enable you to develop customer personas. This technique helps you to segment your audience and target content specifically to their demographics and activity. How does this add value? Segmentation allows you to have more relevant conversations with higher quality prospects, reducing the cost per lead and increasing the chance of conversion. Website experience platforms like Sitecore have multiple features to aid marketers in capturing and managing user behaviour data. Content marketing campaigns are supported by Sitecore analytics, a great toolbox for marketers that includes goal tracking, testing, automation and many more capabilities.

4. Fuel for your SEO activity

As the world becomes more and more digitally driven, being visible online should be a priority for any organisation. Search engine optimisation (SEO) is the key digital marketing tactic that drives online visibility, and content marketing is the fuel that’s vital for it to succeed. Optimising content for keywords or phrases that your audience is searching for in Google will help put your business in front of your customers and increase brand awareness.

Using financial content marketing to gain backlinks will also help to rank your website higher on Google’s search results pages.

5. Grow your audience with social media

Regularly sharing new content updates and repurposing old content on social channels can help organisations to stay in the forefront of their customers’ minds and gain new followers. 90% of marketers praise social media marketing for increasing brand exposure and 75% say that sharing content on social media channels led to an increase in website traffic.

Using visual content as part of your financial content marketing is also recommended if you’re keen to drive traffic to your website. Forbes reported that by 2019 global consumers video traffic will account for 80% of all consumer traffic. Social videos generate 1200% more shares than text and image content combined, and what’s amazing is the organic reach on social channels won’t cost you a penny.

When to start planning your financial content marketing

Does your organisation have a content marketing strategy in place already? Or does your organisation need to introduce one? Whether your content output is struggling due to the lack of resource, expertise or experience, we can help you out.

At Kagool, we have a dedicated marketing team of highly skilled professionals that support enterprises with copywriting, technical SEO and other aspects of digital marketing. Contact us today to discuss how you could be getting more from your digital marketing strategy.