Finance marketers guide to achieving content ROI

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Make your content pop
By Quiana Darden, contributor. 29 August, 2019
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You spend your time, energy, and resources implementing a financial content marketing strategy because you expect content ROI. But the only way you will get that ROI is if the content you create captivates your audience and provides real value. To avoid being let down by your expectations, here’s how to create content that pops and captures the attention of your audience.

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As a finance marketer, you create content to communicate with your audience and provide value in an effort to achieve conversion and content ROI. However, with so much content available, it can be difficult to differentiate what your financial company produces from the pack. When 48% of consumers say content is too long and boring, you have to find a way to stand out, because if your content isn't consumed, there's no conversion. Certainly not a case of steering clear of long-form content, content ROI comes down to whether you’re creating content that is relevant and relatable to our audience’s interests and needs.

You have to find a way to stand out, because if your content isn't consumed, there's no conversion.

We look at three tactics finance marketers should be using to make sure their content stands out and gets consumed.

Create Video Content

This isn't the first time, and it won't be the last time you hear about the power of creating video content in your financial content marketing efforts. It tops other content types in terms of what consumers prefer and will continue to rise in popularity. A study found that 87% of businesses use video as a marketing tool.

WealthSimple is an investment technology company with offices in Canada, the United States, and London. They create video content for their Youtube channel that has garnered almost 27 million total views. Not just a case of capturing attention, a strong content marketing strategy needs to map out how each piece of content leads customers down the funnel and ultimately to conversion and content ROI.

Collaborate With Micro-Influencers for content ROI

Another way to make your financial content marketing stand out is to use micro-influencers. Large companies do it all the time when they hire celebrities to promote their products on social media and star in their commercials. As a financial services company, you can do the same. Who are the influencers that relate to your audience? Are there popular financial bloggers or thought leaders you can collaborate with to create content your audience will find interesting?

American Express did a great job with this by collaborating with Instagram travel influencer @MyEpiphany. With over 64,000 Instagram followers, she created sponsored posts to share her experiences with the company. This collaboration connected the brand with tens of thousands of people who might not have previously considered using them. Not convinced that travel and finance go hand-in-hand, we spoke to Taryn Williams, founder and CEO of TheRight.fit about how to use influencers in finance marketing.

Incorporate Breaking Financial News

You want to be the first port of call for your customers which means you need to stay abreast of what's new in the financial markets and the industry more broadly. While you don't want to chase down stories like a reporter, you can find ways to incorporate financial news that's relevant to your audience.

Visa created a Twitter account specifically for reporting financial news. They regularly tweet information that their audience will find useful. You don't have to create a separate social media account to incorporate news. Just add it to the platforms you're already using.

Achieve content ROI

Countless financial content marketing strategies are dull and fail to hit the mark. But if you stray from the pack and discover how to stand out, yours doesn't have to.

If you need support in developing a financial content strategy that will captivate and convert, that’s our specialty. Learn more about our financial content marketing services and how we can help.

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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.