3 Financial Content Marketing Trends To Master by 2020

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Master your domain
By Quiana Darden, contributor. 22 August, 2019
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Financial content marketing strategies are continually evolving. What worked in 2018 has adjusted to fit the 2019 market, and in 2020 you can expect to see more changes as well. While you likely have a financial content marketing strategy in place, it should never be a static document.  We look at the three financial content marketing trends you need to master by 2020. 

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Content marketing trend 1: Live video

Live video has been growing in popularity in the financial industry, and it will continue to do so. According to Social Media Today, viewers will watch a live video three times longer than they watch a recorded video. While live streaming content might not initially seem feasible in the financial service industry, there are companies that are doing it well.

One example is Saxo Bank based in Denmark. Saxo Bank is a leading FinTech specialist that hosts Saxo's Morning Call as a way to bridge the connection between their financial experts and their audience.

Whether you broadcast live or pre-record your video, it should captivate your audience within the first 3-5 seconds. Otherwise, you risk the chance of them choosing to click away from your video and consume other financial content.

Whether you broadcast live or pre-record your video, it should captivate your audience within the first 3-5 seconds.

Content marketing trend 2: Repurpose your content

When creating content as a financial marketer or finance brand, quality is better than quantity. Instead of putting your attention on continually researching new ideas, you want to be sure you're analysing the results of content that has been created.

Look at what gets the most views, engagement, and conversions, then create similar content in different mediums. For example, if you post a popular blog outlining stock trading for beginner investors, you can also produce an email series, video clips, and social media posts on the same topic. This saves you the time of researching new ideas and lets you dive deeper into what you know your audience wants.

Ally Bank in the United States does a great job of creating video content on their YouTube Channel based on similar topics drawn from their blog posts.

Content marketing trend 3: Content that connects with your audience

With so much financial content being produced daily, you want to have an in-depth understanding of your audience. Only then will you be able to create content that fully resonates with them and leads to your desired conversion.

For years, the idea of having an audience persona has been suggested when discussing financial content marketing, but you want to do more than develop a sense of who your audience is. You want to connect with them in real life. Depending on your company, this could be in person, on social media, via phone, over email, through surveys, etc.

Take the time to ask them how they view your content, what they like and don't like, and what they want to see more and less of.

When you take your relationship with your audience beyond a persona and get personal, you can create content that speaks to them.

If you need help setting your content marketing strategy for 2020, get in touch.

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Image: Columbia Pictures

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Quiana Darden is a financial content marketing writer. She focuses on creating digital content that educates, builds awareness, boosts leads, and increases sales conversions for companies in the financial industry.