Content Marketing for Financial Services in 2019

Content marketing and financial services

Cryptocurrency and blockchain are much more legal than traditional financial services. “A feeling that resonated with several events that we recently participated in.

It is true that traditional financial services brands have struggled to remain in the spotlight in the midst of a seemingly colder, evolving sector.

But that does not mean it’s time for banks, brokers, and hedge funds to admit defeat.

The cryptocurrency sector is new, agile, and dynamic, while the financial sector is caught in some old and not necessarily positive habits. In this article, we are analyzing content marketing for financial services and asking: how do you evaluate?

What do Internet users want?


A typical consumer can process up to 100,000 words per day. They do not want content without a grave, but a story that will capture their imagination.

KPMG’s “We Shape History” campaign, for example, was created to expand the company’s track record of doing a great job and making a difference, not only for customers but for society.

Main tip: help users see what you are trying to say. Like the photos in a storybook, visual stimuli evoke emotions and allow people to fully understand the message you are trying to communicate.


5 billion videos are viewed on YouTube every day. 100 million hours of video are assisted on Facebook every week. And with 86% of online marketing professionals using video content, it’s important not to be left behind.

Web-users love and, in the world of finance, can be used to clarify more difficult issues, such as encryption or blockchain initiatives. As you can see, the YouTube video explanators on blockchain accumulated millions of views.

Authentic Social Media

Consumers are experienced. They can see false statements and non-genuine social posts. Be authentic online, go behind the scenes, and humanize your brand. If one of your USPs is “transparent” or “honest”, you should show this.

Main tip: “Go to the place” with influential figures in your company. This is particularly important for the ICOs that need to confirm their legitimacy amid a sea of blows or brands that have suffered bad public relations.

What they do not want?

Aggressive banner ads

1,000 million Internet users around the world will block ads in the coming years. And while a study by The McCarthy Group reported that 47% of millennials could not live without the internet, they do not want to be disturbed by irrelevant content.

Actually, the average click rate for banners according to Google is only 0.06%, while 25% of the population now uses ad blockers.

Social Media Sales

The engagement activities of the social media community, such as questionnaires, surveys, infographics, gifts and videos, work. Repeated messages telling your community to “BUY NOW” or hitting your USPS at home are boring. How much more to rely exclusively on aggressive sales messages, the greater the probability that you will not have continuity or, worse, blocked!

No Online Customer Service

Today, more than 30% of customers expect to speak on your site. For customers who access their website on a mobile device, this number reaches 62%. Its investors and investors also want quick answers on social media, with 39% of social media claimants waiting for a response within sixty minutes.

However, the average response time of companies is five hours. The call center is not finished yet, but brokers need their support team online now more than ever.

How do you measure so far?

  • Give yourself 1 point for each “Yes” answer
  • We create at least one blog per week
  • We Tweet every day and respond to customer tweets quickly
  • We are actively creating attractive videos for our channels
  • Our traders can get in touch with our team through social media and receive a response in up to 60 minutes.
  • We place the content on other channels than ours
  • We have an organic share of 3% or more on Facebook (based on the page count)
  • We have an education center that we populate continuously
  • We monitor our reputation online
  • We publish thought leaders within our organization
  • Know your audience – and what they want

So how can you gain consumer loyalty and impress followers without getting irritated? Firstly, you must know your target audience and approach it to show that you care and that you are attuned to your consumers.

Embracing Influence Marketing for the Financial Sector

Influence marketing for the financial industry is becoming more and more popular. There are two major types of influencers, each with its own benefits and limitations: macro and micro.

Micro Influencers

Micro-influencers have many followers, usually around 100k. They are the great wigs in the industry, like fintech guru Jim Marous and blockchain expert Tiffany Hayden.

Then there are micro-influencers that tend to have about 10,000 followers, but are usually far better at boosting engagement and providing a more personalized influence approach.

The latter often focus on niche topics with micro-influencer, including ICON project founder Min Kim, Bitcoin trader Jamie Redman, and Bitcoin entrepreneur Lawrence Nehum.

While macro-influencers may be great for brand reach, they are expensive and you need a decent budget.

To get in touch with influencers and create a report that secures the interest of your followers, you can do several things, like:

  • Tagging them on Twitter
  • Comments on relevant articles or topics
  • Becoming a thought leader to attract the organic attention of individuals with similar ideas
  • Offers gifts and incentives
  • Provide interesting and up-to-date information

Content is relevant. It’s a great way to connect with your target audience, but what’s hot for next year? Well, content trends are based largely on consumer sentiment. For example:

Content for snacks is popular because it draws people’s attention without being time-consuming or bland. This can be in the form of short and sharp posts on social media. Or they can be video teasers less than 10 seconds long.

Facebook Watch’s on-demand video service, for example, is predicted by analysts to generate a whopping $12 billion in revenue as people move in and out of accessible content that is interesting to them. Shorter content is also helping Facebook differentiate itself from other platforms.

Reputation Management

So, have you controlled the content of your site, but in other places? Your brand is what people say when you’re not there, so it’s important to optimize your content marketing strategy across multiple channels.

Brands are working hard to shine online. And so should you. This means ensuring that what you write on LinkedIn matches your site’s portfolio.

This also means focusing on the genuine content generated by the user. No fake comments are written internally. Also, if you face a backlash. Deal with it head-on. Deleting negative feedback can lead to more fury. Once the problems have been solved, you can work on producing great content that will eventually bury the bad ones.

Content marketing for financial services can be a lot better than it is now. Do not you agree?

Image source: Freepik Premium

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