It’s often believed that creating engaging content is hard for businesses like banking, fintech, and personal finance services. The reality is that personal finance content marketing presents a range of opportunities for prospects to discover you.
Researching where to bank isn’t an exciting task for most of us.
Although it may seem counterintuitive, consumers’ caution around money allows us to create more creative personal finance content.
If you’re a personal finance content marketer, you have an especially high expectation: Your brand’s voice should be entertaining enough to attract your audience’s attention, as well as build trust with them.
With a sharp focus on written content for personal financial brands, you can master the various challenges that come with creating personal finance content for brands.
However, before proceeding, let’s consider what you need to pay attention to when creating personal finance content.
With censorship on the rise, Google came up with algorithmically specific criteria to identify valuable content, such as financial advice, current events, politics, and legal advice.
Google does not want to harm its brand by misleading people with misaligned financial information that can negatively impact people’s finances and lives.
For this reason, Google refers to content that could be valuable to users, such as personal financial advice, as YMYL (Your Money, Your Life) content.
In their report called How Google Fights Disinformation, Google describes its process for evaluating and ranking YMYL content:
Specifically, three keywords are used: E-A-T.
E – Expertise,
A – Authoritativeness, and
T – Trustworthiness
Let’s explain from a personal finance content writers’ perspective:
- Expertise: Is the specific author an expert in this particular topic?
- Authoritativeness: How credible is the website as well as the author?
- Trustworthiness: Does the source seem reliable?
Here are 12 personal finance content marketing ideas that you might not have thought of:
1. Get noticed through Organic Search
Smaller brands or businesses have a hard time tapping into the personal finance content market via organic search. One of the simplest ways to build their brand is by creating thought leadership.
You can give your personal finance content a boost and present your brand as an expert by following these tips.
- Brand yourself as a thought leader by writing guest posts for reputable blogs, by writing an ebook or book, or by becoming a social media influencer.
- Target long-tail keywords for niche topics that have low search volumes and have a wider audience.
- Increase the scope of relevant information by collaborating with multiple financial experts.
2. Feeding Content at each stage
Your content marketing efforts need to address each stage of the buyer’s journey individually.
You should create a personal finance content marketing plan that covers the whole buyer’s journey and guides them through each stage with different formats, tone of voice, and content types.
Here’s how each stage of the content should be structured.
- Awareness Stage: Post free videos, eBooks, checklists, and blogs.
- Consideration Stage: White papers, webinars, reports, and case studies.
- Decision Stage: Demos, free trials, pricing details, concept presentations, and evaluation of products.
3. Set up a Referral Program
Engaging your existing customers in referral programs is a good way to broaden your reach. It is likely that your existing customers will tell their networks about your offers, and they will bring in new customers.
Using referral programs is a good way to track and analyze which personal finance content is generating results for you, as well as for your audience.
4. Ask People to Take Action
We are all too familiar with people simply turning away after watching a video, reading a blog post, or reading any form of content.
There goes a golden opportunity.
We could enlist this audience to do something for us with an effective call-to-action. You can engage with someone over a longer period of time or later reengage with them.
Effective CTAs Examples – Sign up, Start Free Trial, Book a Call, Schedule a Free Demo.
The simple rule is – It should be relevant to the content and easy to complete.
5. An Integrated Video Content Marketing Strategy
Videos are more engaging and provide better retention of information than any other form of personal finance content marketing.
Video Content includes Demo videos, Live broadcasts, company overviews, brand stories, tutorial videos, the latest business news, and more
6. Update Outdated Content
Content that is outdated or uncompliant on a website can leave it in legal difficulty.
- Use an auditing tool like Screaming Frog to audit the entire site and export all URLs.
- Using Semrush or any other tool, find out what contents need to be updated or disposed of based on which topics trend the most.
- Dispose of all outdated or non-compliant temporal content.
- Update evergreen content as traffic drops.
7. Create SEO-friendly Content
If you run a personal finance website, you should use email engagement, social media, and website traffic to grow.
You should not worry about creating tons of content. Instead, you should optimize your personal finance content to make it easily searchable and accessible to the target audience.
Consider Keyword strategy, Image optimization, On-page optimization, Page speed, Meta tags, and descriptions, and Link accuracy, when writing your personal finance content.
8. Use Paid Campaigns
In the B2B world, where things are changing fast and it takes a long time for buyers to make decisions, SEO-friendly content is more likely to reach and retain a larger audience.
If you combine personal finance content marketing with paid activities, you can reach your target audience more quickly, and grow your business faster.
With Facebook Ads, Google AdWords, and Sponsored LinkedIn posts, you can amplify your content and target the right audience.
9. Understanding Your Clientele
Within the personal finance community, you will encounter a variety of individuals who have varying levels of expertise. As a reader, when it comes to tax matters, cryptocurrency, retirement accounts, and portfolio investing, you may feel intimidated by the jargon and complex terms.
The right personal finance content should be simple so that it is understandable to the majority of readers, but it should also be tailored to attract the readers who are most likely to go further with your or your client’s brand.
- Create content that is simple and attracts a wider audience at the top of the funnel.
- Make use of a CMS to provide targeted content to mid-funnel customers as they interact with your website.
- Consider relevant advice and selling points based on the engagement history.
- Follow up with your sales team to discuss client pain points.
10. Adherence to the Regulations
When it comes to creating online personal finance content, sharing it over social media, and promoting your brand, it is regulated to a great extent.
- Protect your clients with disclaimers.
- Personal Financial services expert writers should be hired.
- Implement a strict content policy based on regulatory barriers that are widely known.
- Using a legal review process, ensure your clients’ compliance.
11. Knowledgeable Writers for Personal Finance Content
If you want your content to be accurate, you should hire writers who understand personal finance and the regulatory environment. You can use Google, LinkedIn, etc to find any expert writer or hire and train in-house writers.
You may want to consider the experts from – LexiConn Personal Finance Content Writer
12. It’s All About Time
Current events and financial news move quickly, with thousands of financial reports produced every day. Providing real-time content is imperative if your client offers personal financial advice.
- Provide your client with legal compliance content guidelines to speed up the review process.
- Real-time, interactive review of editorial content.
- Take control of the review process or seek approval from other partners to streamline the review process.
As a content marketer creating campaigns for personal finance brands, there are a few things to bear in mind.
It is true that your content should be educational and include a call-to-action that maps to your company’s objectives, but most importantly, it should also highlight your company unique position in the brand’s unique position in the market.
You should aim to answer that question as naturally as possible, tailored to the audience personas you want to reach.
Some of the most effective financial content marketing tools include one-sheets, white papers, and e-books. However, you should also study the more ambitious campaigns run by marketers before you.
Personal finance content remains largely the same across the content creators — there are a variety of ways to approach it. Similar to bottled water, it’s what’s on the outside that counts.