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Content marketing in the financial sector

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As before, the financial sector represents a particularly highly competitive market on the Internet and indicates how indispensable it is to have an optimal web presence that is geared towards B2C customers. The fact that the financial sector has been in a state of upheaval for some time now regarding how it is perceived and communicated on the web was already highlighted in more detail a few years ago in an article on the FONDSTRENDS.LU platform.

The target group and thus the potential customers who are interested in financial services in the B2C sector are largely on the web and on social media. According to studies, around 60% of customers currently conduct online research before signing a contract. The trend is rising, however, as the target group concerned with finance is becoming younger and younger.

To appeal to this target group, innovative and helpful content is essential. Not only for the general online visibility of the company, but especially so that a basis of trust can be built between service suppliers and their potential customers, which optimally supports customers in their buying process. The customer’s user journey in the financial industry is very lengthy compared to many other industries. It is therefore even more important that suitable content is available at several touchpoints. The last few years have shown the potential of content marketing, especially for the financial sector.

At eye level with consumers – through creative implementation options

Particularly in content marketing for the financial sector, it is important not only to focus on advertising products, but also to build up a so-called storytelling around them – with a focus on the customer himself. The be-all and end-all of a content strategy in the financial industry should be geared toward building trust with potential customers. Credibility and authenticity play a particularly important role here and can only succeed if the customer is met at eye level, understood, and immersed in his or her world.

This starts with the selection of content formats. Instead of a static infographic, offer an explanatory video in which an employee appears and actively involves the viewer.

This can already be seen at some banks, which explain market trends clearly in regular video updates and also engage in community management by responding to user comments and thus showing concrete interest in the needs and questions of users.

Finfluencer – explain how the (financial) world is working

With the trend of meeting consumers at eye level, another trend has been established for several years, which is perceived and implemented especially by the younger generation. So-called Finfluencers are increasingly being noticed by companies in the financial sector and actively involved in content marketing through cooperations.

Finfluencers explain the world of finance – simply and clearly. Not only are terms from the financial world explained, but followers can also observe in which investments the Finfluencers themselves invest. For many Finfluencers, however, it is particularly important not to give direct buying instructions, but rather to inspire followers and provide them with their own initial strategies. Finfluencers also pursue several goals at once: Their content should educate, entertain and sell. They achieve this by developing formats that help them meet the needs and desires of their target group. Prepared in such a way that they are on the same level as them.

A study from last year shows just how influential finfluencers are. Together with HypeAuditor, IT magazine published a ranking of the top 25 finfluencers in Germany. Rank 1 can boast more than 380,000 followers on Instagram and even rank 25 owns more than 26,000 followers. Finfluencers thus offer a good platform for financial companies to spread the word about their products and services due to their wide reach.

Particularly when it comes to complex processes in the financial sector – such as taking out a loan or setting up a securities account – it is especially good if followers are taken by the hand and educated. This is because many followers often want to have their most important questions answered first, so that they can then decide based on their newly acquired knowledge base. This knowledge can also be gained, for example, through guides or webinars on various financial topics.

Employees as an important part of content marketing

Involving employees in content marketing has long been common practice for many companies and is hardly as relevant for any other industry as it is for the financial sector. After all, an industry that still struggles with its digitally alien, hard-to-understand image needs voices from within the company itself to authentically portray or explain their motivation and passion for their work or related projects. This serves to significantly improve the brand experience and continues to be needed by many companies in the financial sector. Therefore, for example, regular explanatory videos or webinars on specific topics with employees who take on the trusted expert role here are a particularly effective content format.

Another very popular content format in the financial industry – which can also integrate the company’s own employees – is its own blog. With a high-quality blog, the company can position itself as an industry expert and contribute to an increase in the company’s reach. The own blog offers the opportunity to bring users continuously and above all understandable and transparent topics closer, which can play a major role in the decision-making of the user to book a certain service or buy a product.

Are you active in the asset management industry or the fund market and need support in content marketing? Contact us now!