Effective marketing is, by no means, easy to achieve. However, executing a strategic marketing campaign that positively impacts business is often easier than many people think. Contrary to popular belief, successful marketing doesn’t necessarily need a big budget. Many wealth management businesses can market effectively using one simple tool: content.
Financial firms looking to up their marketing game in 2024 can leverage the power of content marketing to connect with potential clients and talk about how to solve problems on their minds. Effective content marketing doesn’t have to be hard with the right mindset and strategy.
Defining Content Marketing
At first glance, content marketing is exactly what it sounds like: using content to attract prospective customers and drive profits. Unlike traditional advertising, content marketing isn’t focused on directly promoting a product or service. Instead, it seeks to create value for a brand’s audience, which can lead to increased customer loyalty and sales over time.
The process of content marketing involves creating and sharing valuable, relevant, and consistent content that addresses readers’ needs and interests. This type of marketing content can take many forms, including blog posts, social media updates, videos, podcasts, infographics, whitepapers, e-books, webinars, and more.
Speak To Your Clients In An Accessible Way
In the financial sector, content marketing can be an exceptional way to build trust and credibility with prospective clients. Financial decisions are often complex and require a high level of trust between the customer and the financial institution.
By creating high-quality content that is relevant and informative, financial firms can establish themselves as thought leaders in their industry, which helps them increase brand awareness and attract new customers looking for trustworthy and knowledgeable financial partners. Creating a pull versus push type of marketing that is very effective.
Three Tips For Implementing A Content Marketing Strategy
There’s always room for growth and improvement in effective content marketing. In a recent Docupace Roundtable Webinar, Susan Theder, Chief Marketing and Experience Officer at FMG, shared three tips to continuously refine your strategy and create content that resonates with your audience and drives profitable customer action.
Consistency Is Key
When your audience knows they can expect a regular stream of high-quality content from your brand, they are more likely to engage with your content and become loyal consumers. Thus, it’s important to always remain consistent when releasing marketing content — even if it means cutting down on the number of pieces you write and distribute every month to something more realistic in the long term.
Many of the most successful financial firms maintain consistency by using an editorial calendar to plan their upcoming content weeks or months in advance. By setting aside time every week, month, or quarter to strategize and plan your content, you can build a sustainable and effective strategy that drives long-term success for your business. Additionally, search engines like Google tend to favor websites that regularly publish fresh and relevant content, which also means the consistency of your content marketing efforts can help improve organic search rankings.
Make Content Digestible
A key component of effective content marketing is creating content that is not only engaging and informative for users but also easy to comprehend. The last thing a casual viewer wants to read is a 12-page dissertation on tax laws. There is a time and place to go in-depth on more complex financial topics.
Consider what people are searching for online to create relevant content. For instance, you could create a white paper or eBook that delves into different types of investment strategies and use it to generate leads for your advisors. However, that type of content should only be made available after you first generate awareness and interest using “snackable and shareable” content.
Think Outside the Finance Box
If you want to get as many eyes on your content as possible, you may need to branch out from traditional financial topics and write about subjects outside your comfort zone. Many firms produce content on a variety of topics that don’t necessarily fall under the financial umbrella, whether it’s a walkthrough on how to deduct mileage from your 1099 as a business owner or a timely blog post on the rising cost of eggs.
The key is to create trust and a relationship with potential clients, even if the content isn’t directly related to financial services.
In the competitive financial services industry, content marketing is a powerful way to build your brand and establish connections with clients. Another great way to set yourself apart is with leading back-office technology like Docupace. Click here to set up your free demo and get ahead of the curve today.
