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Why Your Financial Services Company Needs Content Marketing

In today’s competitive online landscape, it’s not enough for your financial services company to have a website outlining your products and services. You have to show readers that you are a trustworthy source of information, which is at the heart of content marketing. 

The primary goals of content marketing are to improve customer experience, generate and nurture leads, and contribute or support the company’s brand. Here’s a closer look at how content marketing benefits a business.

Why Consider Content Marketing for Your Business?

Today, traditional marketing isn’t as effective—after decades of exposure to TV and radio ads and their structures, consumers are less likely to find them persuasive today. It’s the same online. Among millennials, who are the largest consumer group today, 84 per cent say they distrust traditional marketing. However, it is worth noting that more than half of them would trust a traditional ad if it featured their favourite digital celebrity.

Furthermore, 40 per cent of all internet users use ad blockers on some devices, so you’re missing out on exposure for your brand if you only rely on pay-per-click ads. Content marketing isn’t forceful about a business’ offerings. Instead of telling consumers what a product is and how it works, content marketing shares insights and helps consumers realise why they need the product or service the company is advertising. It answers questions and provides insights, placing the reader at the centre of the conversation.

What are the Benefits of Content Marketing?

Blogs and landing pages are just the start of customer engagement. Besides web traffic from organic search, brands can connect with their target market through social media, video streaming, and live online events. A content marketing strategy also builds brand awareness and establishes you as an industry leader.

Since these types of marketing campaigns showcase the best of your brand, thoughtful content also helps your lead generation, nurturing, and sales enablement efforts. A campaign keeps customers interested, provides them with crucial data to convince them that your business is the best option, and keeps them in your marketing funnel.

Is Content Marketing for All Types of Companies?

Anyone with an online presence uses some aspect of content marketing, but not everyone knows how to do it well. It is companies who are intentional about their content marketing who gain the most return on their investment. 

Whether you are a B2B or a B2C marketer, you can use content to drive engagement and increase your reach. Things like audience segmentation and retargeting can help you understand your market better and deliver relevant content that generates quality leads.

What Makes a Content Marketing Plan Effective?

An effective content marketing plan relies upon several different skills. For a plan to succeed, the team needs to be good at several things, such as:

  • Search Engine Optimisation: SEO involves leveraging keyword tools and technology that ensures a website becomes one of the top results in search engine results pages. Since plenty of ‘how to’ and informational search traffic pass through Google, SEO is a must for any company that wants to build a strong presence.
  • Branding: A company needs to clarify its brand voice—the more memorable it is, the more your materials will stand out online. Branding also involves creating and maintaining a style guide for products you publish online.
  • Analytics: Marketers need to track each campaign they launch, monitoring across asset types and channels. It is so they can improve on their strategies for their next campaign. A marketing team needs to know how to use Google Analytics and similar software that collect and organise this data.
  • Content Production: Marketing teams need to have a mix of different types of creatives. Each team should have (or know) writers, web designers, illustrators, graphic designers, actors, and videographers who can bring a concept to life.


Content marketing keeps your brand top-of-mind and moves customers down your sales funnel through blogs, social media posts, e-books, videos, graphics, and more. Effective marketing strategies rely on different types of media. When you create a mix of marketing materials, you can better generate awareness about a brand. Hiring a digital marketing agency is the best way to launch and maintain your brand’s voice online if you don’t have an in-house team.

MBS is a digital marketing agency for financial services. We help financial service providers create a robust online presence effective in capturing and nurturing leads. Request a meeting today for more information!

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