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Content Strategy: Harnessing the Benefits for Financial Services

by Denise Bedell on July 15, 2020

In today’s uncertain world, the value of providing clients with insightful commentary and market intelligence cannot be overestimated. As such, more financial services firms than ever are seeking to harness the benefits of content marketing – using content to help with everything from building brand awareness and increasing web traffic to improving lead generation and customer retention.

There’s much to be gained by positioning your firm as a thought leader – but doing so is not always straightforward. Financial services firms must overcome the challenges experienced by all companies undertaking content marketing, while also facing certain sector-specific hurdles.

In particular, they have to tackle the following issues:

  1. Creating compelling content. As in other sectors, engaging experienced content experts, achieving a consistent tone of voice and overcoming budget constraints are crucial when it comes to developing content.
  2. Navigating different channels and formats. In addition to traditional formats such as articles, thought leadership, white papers and research reports, firms are also using videos, blogs, infographics, social media content and webinars to distribute their content. Making strategic decisions about which formats to focus on – and repurposing the same content for different channels – is essential when it comes to making content stand out in an increasingly crowded space.
  3. Overcoming compliance hurdles. Financial services firms also have their own sector-specific challenges to overcome – not least of all the difficulties associated with regulatory compliance. It can be tempting to be overly cautious in such a regulated climate, but a clear understanding of the relevant constraints can enable firms to produce insightful material with confidence.
  4. Measuring value. Firms may struggle to measure the value and effectiveness of the content they produce. Many metrics are available, including conversion rates, website traffic, customer feedback and sales – but firms often lack confidence when it comes to tracking ROI.

Financial services firms may face challenges where content is concerned – but by adopting a clear content strategy, firms can overcome the challenges and create compelling and effective content. We will explore these topics in more detail in future articles.