Content writing for financial services – a complex topic?
The financial services industry covers various sectors, from investment banking to insurance, from retail banking to mortgages. It’s also very diverse in product offerings, so developing a winning content marketing strategy can be challenging. This publication will provide companies with resources on starting content writing for financial services.
Content marketing is a powerful driver for business growth. However, writing content for financial services is not easy. It requires specialised knowledge and experience.
In general, fintech firms should focus on creating educational content that helps people understand their financial services needs, manage their finances better and make smarter decisions about their money.
Fintech companies are innovative finance companies offering new products and services that make managing finances more accessible with the assistance of technology. Consequently, their content marketing strategies should help reach and educate customers.
Some fintech companies do marketing by creating influential content hubs using multi-media educational opportunities. Others offer compelling infographics to help users understand the benefits clearly and straightforwardly. But, regardless of the marketing strategy, companies in the financial industry should strive to provide informative, relevant, and helpful information.
What Is Content Marketing?
Before we get into the details of what makes up exemplary content marketing, let’s take a step back and define what content marketing is. According to Wikipedia: “In digital media, content marketing or content strategy refers to all activities involved in planning, creation, distribution, and measurement of content assets such as blogs, videos, social media posts, images, infographics, etc.”
This definition includes everything from blogging to posting on social media platforms like Facebook and Twitter. The critical point is that content marketing is more than publishing articles and other written material online. It encompasses all digital channels.
Financial services companies are under pressure to compete with other businesses that offer similar products and services. In addition, they must maintain their reputation for trust and reliability. Therefore, they need to ensure all interactions between them and their customers are flawless.
Companies should use content marketing to build relationships and achieve these goals. By sharing knowledge about the industry, products and services, financial institutions can educate their customers and establish themselves as trusted sources of information.
Types of Content Marketing
Content marketing isn’t just about writing an article and putting it online. There are many different types of content out there. However, lately, video has been one of the best ways to get people to engage.
According to Wzyowl, 83 per cent of video marketers have reported that videos help generate new leads. In comparison, 93 per cent of brands say they’ve received a new customer because of a video on their social media feed.
Videos make it easier for people to tell stories and can be used to reach multiple audiences on various platforms. According to HubSpot, Facebook, YouTube, and TikTok are the best social media platforms for video marketing. Nevertheless, content marketers should not ignore other social media sites like LinkedIn, Instagram, and Twitter.
Marketers use videos for education, testimonials, and highlighting what makes a product unique. Video marketing can humanise a brand and elevate the quality of content marketing.
Content marketing types:
- Blogs – Writing long-form pieces that provide helpful information and niche insights
- Videos – Creating short video tutorials that educate viewers about a specific topic
- Infographics – Using visual elements to convey complex ideas
- Images – Post images that help illustrate points made in other forms of content
The point is that all of these formats have their place in content marketing. They each serve a purpose, but they all work together to create a cohesive message.
How To Write Great Content?
The first step toward successful content writing for financial services is knowing your market. Firstly, businesses need to understand target customers, stay focused and avoid common pitfalls. Secondly, once they’ve found their target audience, it’s essential to determine what this audience wants and needs.
The best way to learn about potential customers is by talking to them. However, it’s essential to know where to look before jumping into conversations. That means getting information about prospects through characteristics like demographics, psychographics, and behaviour. Once those traits have been established, companies can decide whether their message will resonate.
It’s necessary to remember that every person isn’t the same. For example, one company’s ideal customer may differ from another’s. So businesses need to ask themselves questions like “What does my ideal customer value?” and “What makes them tick?”. These insights will help them craft a compelling message that speaks directly to their audience.
Once that has been determined, it’s time to put it down on paper. Again, good communication is vital whether you’re doing it alone or with a team. The better you communicate your message, the more likely you succeed.
Content Creation Strategies
There are two main ways to go about writing. One is to create a list of bullet points and then weave together a coherent story. Another option is to develop a few introductory sentences about a specific topic and determine if anything is to be said.
Either way, financial companies need to ensure that content has substance and is engaging. One way of accomplishing this is by using compelling visuals and including real stories from actual people.
Finally, companies should test a piece of content and measure its performance over time once they complete it.
Content Writing for Financial Services
There are many different types of content marketers. Some focus on producing long-form content, while others create short video clips.
There are even freelancers and agencies who specialise in creating infographics. But regardless of the content type, some general strategies apply across most content marketing campaigns.
Here are three of those strategies:
- Create value
- Be relevant
- Focus on one audience
Let’s look at each of these points in detail.
Creating valuable content is the first step toward building an effective content marketing campaign. When companies provide helpful information to their target market, their customers will appreciate the efforts. Furthermore, if companies can solve customers’ problems, they’ll be more likely to share the content with their friends and colleagues.
For example, if a company sells life insurance, they could create content explaining the differences between whole life policies and term life insurance. Or, if a business is in wealth management, they might want to publish how-to guides that help clients manage their money.
Another great way to add value is by offering free resources. For example, industry experts providing free ebooks, reports, or surveys can gain credibility and attract potential customers.
After creating valuable content, it’s essential to make sure it targets the right audience. This means that companies must understand their ideal customers and craft their content accordingly.
For instance, if you publish a corporate blog, make sure you create relevant content about topics of interest to your customers’ lives.
When selling a product or service, one should also consider whether the audience would benefit from reading that content. For example, if the business sells investment portfolios, they probably wouldn’t want to post articles about getting rich quickly. Instead, they would probably want to focus on retirement planning and investing.
Focus On One Audience
Finally, companies should carefully consider who they target when crafting content for financial services. Are they trying to reach new customers? Do they want to increase sales? Do they want to improve brand awareness? Whatever the goal, financial businesses need to decide who they are trying to reach before beginning a content campaign.
For example, fintech firms could start by focusing on prospects who already know about the company when looking to increase sales. If they’re trying to build brand awareness, they should instead concentrate on enhancing the brand and tone of voice.
When the targeting is precise, the focus can shift to determining what content works best. For example, financial companies may find that videos perform well among millennials. So rather than posting text-heavy posts, they may want to try making a series of videos.
There are many ways to approach financial content marketing. The key is to come up with a strategy that aligns with goals. Afterwards, creating high-quality content to achieve those goals can begin.
The Importance of Content Writing for the Financial Services Industry
Content writing has become increasingly beneficial for businesses across all industries. It’s no longer enough to have a website – companies must now create engaging content that attracts visitors and converts them into paying customers.
In fact, according to HubSpot, 47% of buyers view 3 to 5 pieces of content before engaging with a sales rep. In addition, the Content Marketing Institute established that 56 per cent of marketers who use blogs say they are effective, and 10 per cent say it generates the most significant ROI.
These statistics show an opportunity for financial institutions to tap into digital channels, as they offer a unique perspective on their products and services. However, not all financial companies are equally equipped to take advantage of this trend. Some firms struggle to produce quality content that resonates with audiences, while others lack the resources to service digital media channels to an optimal intent.
As such, financial services firms must understand the power of content marketing to attract and retain customers. This knowledge will help develop strategies that ensure they produce high-quality financial content that meets their needs.
Why Content Writing Matters for Financial Services Industry
Financial services firms sell complex products and services that require detailed information to succeed. Potential customers could easily miss vital details or fail to make informed decisions without good content. Therefore, content marketing is essential for financial companies.
Moreover, having a solid online presence is crucial to success in today’s competitive market. Consumers rely heavily on social networks like Facebook and Twitter to research brands and products. So it makes sense to invest time and money into creating engaging content that encourages people to share it.
What Are the Benefits of Content Marketing for Financial Services?
When it comes to content marketing, there are several advantages that financial services firms can benefit from:
Content Builds Trust and Connects With Users
Financial services firms should aim to provide valuable content. If the content fails to be educative and doesn’t offer value, they risk alienating customers who believe their services might not match up to expectations – like the sub-par content.
In addition, it’s essential to focus on building trust in content marketing specifically. Companies can encourage readers to engage with their brand by providing valuable, well-written material.
Furthermore, fintech firms can keep followers up to date with new industry developments by publishing regular updates.
Content Builds Authority and Credibility
The most significant benefit of content writing for financial services is helping these firms gain authority and credibility. It allows them to establish themselves as experts in their field, which helps increase their reputation among clients.
For example, a neobank offering innovative instant-approval loans can use content marketing to explain how their business works and compares to traditional banks and lenders. In addition, they can highlight the different types of loans available and provide helpful advice on choosing the right one according to a specific situation.
By doing this, companies can showcase they have sufficient experience to back up their claims. In addition, such an approach can demonstrate trustworthiness and reliability.
Good Content Helps Find New Clients
As mentioned earlier, consumers frequently come across relevant information on social media sites and click through to read more.
Social media is where content marketing shines, as it increases the chances of potential customers clicking through to visit your website.
According to Emarketer, 60 per cent of marketers create at least one piece of content daily. In addition, the CMI survey reported that 70 per cent of marketers claim that education through content marketing helps to inform audiences. In comparison, 60 per cent thinks it can build loyalty with existing customers.
Therefore, financial companies should ensure that their site contains applicable, original content to build leads.
Another advantage of content marketing is improving search engine optimisation (SEO). As we explained above, many people look for information online first.
When websites publish high-quality articles regularly, Google might reward them by providing the pages with higher rankings. Hence, the website will appear higher in search results and probably receive more traffic.
Why Hire an Expert Finance Writer?
The best way to ensure that the content marketing strategy is successful is to hire a professional experienced in content writing for financial services.
A qualified financial content writer has extensive knowledge of the industry and can help produce engaging content that attracts potential clients. They’ll also write a copy that makes sense to a target audience.
A good writer should have excellent grammar skills and be familiar with SEO techniques. They should also manage their workload promptly, so clients have a regular content schedule and don’t have to wait too long between publications.
Should I Hire a Freelance Writer or an Agency?
There are pros and cons to both options. Freelance writers tend to be more affordable than agencies but may not offer the same level of expertise. In addition, it isn’t easy to find a fintech content writer who freelances, which means financial businesses might end up with generic content that doesn’t relate to their business.
On the other hand, content marketing agencies might be more expensive but offer better support and higher aptitude. Furthermore, these are usually better suited to larger projects because they offer various services, including copywriting, graphic design, and video production.
When outsourcing the writing to an agency, these are the benefits:
- A consistent voice throughout the entire content marketing campaign
- Professionals well versed in creating content for financial services
- Quality content that’s easy to understand
Ultimately, the decision depends on the budget and requirements. If working with a tight budget, freelancers might be the better option. However, if the objective is to provide the highest quality content possible, hiring a financial content marketing agency could be better.
Regardless of hiring an agency or a freelancer, the best choice for any business in the financial sector is to employ a writer with fintech work experience. This way, companies are more likely to receive unique, relevant content about investing, personal finance, and retirement planning suited to their needs.
Which Financial Topics Should be Written by an Expert?
In order to attract readers to a website, it’s essential to know what types of content they seek. There are plenty of ways marketing strategists can research popular queries on the internet and craft content accordingly.
For instance, if a company is publishing educational fintech content, such as how-to guides, they need to focus on providing helpful information to the target audience. For example, they shouldn’t simply post a list of 10 ways to manage finances. Instead, they should explain why each tip is important and how it will benefit the reader.
If companies publish generic content, they need to make sure that it’s interesting enough to keep visitors engaged. Infographics, videos, or interactive elements are great for drawing attention.
Nevertheless, regardless of the content strategy, several financial topics require the assistance of financial experts instead of generic SEO writers.
Topics That Require Writers With Financial Backgrounds:
- Stock Trading Apps, Trading, and Markets
- International money transfer and foreign exchange writing on transferring money abroad, money transfer providers, fees, exchange rates, and related topics
- Accounting and Bookkeeping: Writing about accounting software, reports and expenses, reconciliation, budget planning, bookkeeping, statements and invoicing, cash flow, profit and loss, and related topics
- Banking and insurance writing about banking accounts, insurance information, processes, bank reviews, loans and neobanks, unbanking and underbanking issues, payments, and other related topics
- Payment and invoice writing on payment processing, invoice writing, business finance, best practices, fraud prevention, getting paid, and similar topics.
- Credit and debit cards, including finding the best credit and debit cards for your needs, terms and conditions, and avoiding common frauds and fees
- Loans and borrowing, including repayment, interest, lending, invoicing, factoring, accounts receivables financing, lines of credit and related topics
Why London is the Ideal Place to Find Expert Financial Content Writers?
London has long been known as one of the world’s leading centres for finance and commerce. The City is home to many banks and other financial institutions. Therefore, there are plenty of opportunities for expert financial writers to help them create high-quality content.
Reasons London Is an Ideal Place to Find Expert Financial Writers:
1. A large number of financial companies
The UK is home to many financial services firms, including banks, investment houses, stockbrokers, asset managers, hedge funds, and private equity groups. The majority of these companies are based in London. Hence, it is painless for businesses to find expert writers specialising in creating content for financial services.
1. Many universities offer courses in finance
There are more than 100 universities in the UK, and many offer degree programs in finance. These include Cambridge University, Imperial College, Oxford University, Warwick University, and others.
2. There are numerous professional associations in London
Many of the largest organisations in the financial services industry have headquarters in London, including the Association of British Insurers (ABI), the Institute of Chartered Accountants in England & Wales (ICAEW), and the Royal Institution of Chartered Surveyors (RICS).
3. London is home to many major international conferences
Many of the world’s meaningful events take place in London every year, including the FTSE 100 Leaders Awards.
4. London is home to hundreds of international financial corporations
Companies such as HSBC, Santander, and Barclays operate out of the UK capital.
5. The City has a thriving start-up community
London is known as the “Start-up City,” thanks to its vibrant entrepreneurial ecosystem. In fact, in 2018/2019 alone, 672,890 start-ups were founded in the UK, while many have headquarters in London.
6. Furthermore, the City is home to the most prestigious and well-known financial publications globally, including The Economist and Financial Times.
What Does Our Expertise Mean for the Financial Content We Write?
Our team of expert financial writers comprises professionals from diverse backgrounds. Each writer has unique skills and experience, allowing us to cover topics ranging from personal finance to business management.
Our founder has over 15 years of experience in financial services (banking, trading, neobanks, challenger banks) and fintech.
Consequently, we can produce quality content that helps our clients achieve their goals.
We also work closely with each client to ensure that their needs are met. For example, if you need content written about a company or product, we will ensure that this information is accurate and up-to-date. Furthermore, we are highly skilled at creating content that targets specific audiences.
In addition, we use different tools and techniques to ensure that what we write is engaging and informative. Some of these methods include:
- Researching relevant data and statistics
- Conducting in-depth keyword research
- Analysing the competition
- Writing original content that is clear and concise
- Editing and proofreading
- Using visual elements like infographics and videos
Why Choose Us?
Here at All Markets Agency, we understand great content.
If you’re looking for a reliable partner who can help you meet marketing objectives, you should consider working with us.
All Markets Ltd is a digital writing and content agency based in London. We focus on developing SEO friendly content for FinTech start-ups and the financial services industry.