Financial Services: The Importance of Organic Content Marketing
Organic content marketing is becoming an increasingly competitive strategy in the financial services industry. As you may be aware, financial services are a cutthroat market. Therefore, if you are not utilizing content marketing to its full potential, chances are your competitors are and you’re falling behind.
Furthermore, here’s why financial companies like Citigroup invest big to make content marketing a key part of their marketing strategy.
44% of financial services professionals can’t keep up with their competition – those who don’t use content marketing effectively will get overtaken by those who do.
Instagram recently crested the 600 million user mark- No Industry can ignore the potential of this platform
70% of financial service marketers report increasing brand awareness with content marketing, while 61% state it has helped them generate traffic and build a relationship with their customers
Lastly, 89% of B2B Marketers use content marketing
So how does digital marketing play a role in reshaping the financial services companies/agencies?
Content marketing is a type of inbound marketing strategy that marketers use to accomplish three main goals:
Increase Brand Awareness
Reach new leads
Create a relationship with clients
Organic content marketing is focused on the big picture of your business. Though it is only a piece of your marketing plan, it plays a key role in targeting your audience and growing your business. In addition, nearly 52% of financial companies find it difficult to reach their target audience. Truly, this is where your organic content marketing strategy plays a huge role in the overall marketing plan.
As digital marketers, we understand the value of creating relevant and intriguing content for your audience. Creating content that is interesting to everyone is not an effective tactic because you simply cannot please or capture everyone’s interest. Therefore, you need to be sure to select specific content types and a clear brand voice that relates to your target audience. These pieces of content, such as blog posts or social media posts also work to build a trusting relationship with your customers and reach potential leads.
So what content types of organic marketing are useful for Financial Services?
Posting blogs on a regular basis helps build your search ranking (SERP) and drives traffic to your website. It is also a great way to improve your overall SEO strategy. Not to mention, if you can outsource your content marketing to an agency (like us) or have a full-time content marketer on your team, this type of content is relatively inexpensive to produce. Therefore, through the proper use of SEO, blogs can also help drive more organic traffic through organic search to your website.
Furthermore, social posts are so important! Like we said above, Instagram has hit 600 million users! If you are not utilizing platforms such as Instagram, LinkedIn, Facebook, and Twitter, then you are in fact missing out on reaching a large portion of your audience and new prospective leads.
Videos are the new trend! Studies are showing that video content consistently does better than static images or text. Moreover, according to Elite Content Marketing, 66% of people said they’d prefer to watch a short video to learn about a product or service.
E-books are full of information for your customers. Furthermore, these serve ultimately as guides for your target audience that are searching for questions that you have answers to.
Podcasts are an up and coming tool for marketers. As more consumers are making these a large part of their daily routine. Especially since COVID, listening to podcasts has been molded into more people’s schedules. Additionally, hosting a podcast regularly will help you grow your audience because it keeps them coming back week over week.
Email marketing still has the highest ROI of all organic content outbound strategies. Specifically, email marketing using a CRM to track engagement is a great way to nurture existing relationships and bring new prospects through a workflow that lets them know all the services you provide and how those services can help them be successful.
Finally, Quora is a Q&A website where users ask questions and experts respond. As a Financial Services company, your expertise is sorely needed to correctly answer the questions these individuals have in real-time.
The plus? 6m users ask questions on Quora every month. The challenge? Your team has to be on the platform daily to ensure that yours is the expert response the questioner reads first.
To conclude, if you need help creating organic content for your financial services company? We’ve got you covered. Our team of content experts at Digital Storyteller can curate content for your target audience.