Relationships are the foundation of the financial services sector, so you must constantly seek to gain the confidence of your clients and demonstrate your worth to them. A potent strategy for long-term loyalty and trust-building in the financial services industry is content marketing.
Gaining trust has become more challenging as a result of events like the Great Recession and the pandemic. Consumers hold financial service companies to greater expectations in terms of trust, honesty, and data privacy. The reason respondents were most likely to break off a partnership with a financial institution was broken trust. Out of all industries,
According to respondents, the financial services sector is where honesty, trust, and data privacy are most important, coming in second only to the healthcare sector. These high requirements present financial institutions with a challenge as well as an opportunity to forge connections, establish themselves as reliable sources and expand their operations.
Learn how to produce effective content marketing for financial services that addresses the needs of your customers.
Implementing Content Marketing in Financial Services
What factors are crucial to your brand? What values or principles does your brand uphold? How can you connect with your ideal clients more effectively? With very formal brand voices, financial services companies sometimes err on the side of caution, but you don’t have to be stuffy if that’s not your brand. Compared to most industries, financial services companies often excel at codifying the visual components of their trademarks. Make sure your content marketing is done with the same care and attention to detail.
Check your Content
You might find it useful to assess your current content once you’ve given your voice and tone some thought. Your subject matter specialists may create and spread more information independently than you know. Your brand voice should be present in all of your content. If not, your SMEs could benefit from a brand voice training session.
For banks, research is a tried-and-true sales tactic. For paying customers, financial institutions publish research about businesses, industries, nations, or assets. Original research demonstrates the expertise of your financial institution. That can be turned into assets for a public-facing campaign with the help of a solid content strategy.
To encourage employees to share the thought leadership of your organization, think about developing an employee advocacy program. Programs can broaden your social media reach while boosting employee engagement and retention. While making sure that everyone supports the brand and reputation, your business can allow employees the freedom to express themselves in their unique voices.