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Today we heard some news at Content Marketing World that will be welcomed by those in the financial services industry. Content Marketing works for everyone - it doesn't have to be traditionally 'sexy' or 'cool'. What matters is that your target audience finds it relevant! Here are three tips that will help your content ignite your audience's interest.
1. Targeted
While the financial services industry is often lumped under the one category, there are many sectors and many audiences to take into consideration when developing content. This means you can't be all things to all people. For example, if you are targeting financial planners, you need to fully understand your audience, their motivations, what content they are looking for and how they want to find it online. So, while financial planning may cross over with asset managers in certain areas, they are certainly not the same.
2. Educational
In order for your target audience to spend time consuming your content, they need to gain something from it. And in financial services, education can often outweigh other motivating factors. EvoTV's No More Practice is an example of content that offers financial planning professionals educational benefits (in the form of CPD points) for watching the show. Offering your content as a training and development tool for businesses and their employees can be a great way to spread it far and wide.
3. Entertaining
The financial services world is overrun with content - trade magazines, mainstream papers and EDMs - but not much of it is 'entertaining'. Yes, financial services has a reputation for being a dull industry but, as the biggest sector on the east coast of Australia, it would be hard to argue that those working in financial services don't want to be entertained. We all want to be entertained! Steer away from the boring old slabs of text and look at how you can incorporate other mediums: videos, photos, forums that encourage your audience to engage with you. Everyone has an opinion, even (or especially) in financial services!
When developing your content, keep these three tips top of mind to help keep you and your business top of mind with your audience.
BlueChip Communication are at the Content Marketing World Sydney conference, run by the Content Marketing Institute (CMI) in Sydney on 4, 5 and 6 March, and are blogging and tweeting from the event.
We’ll also be hosting a couple of our own content-related events especially for the financial services industry featuring guest speakers from the conference.
At our 7 March breakfast for financial services marketing heads, Todd Wheatland is our special guest. Author and sought-after speaker, Todd is the Vice-President of Marketing at Kelly Services, a global leader in HR and recruitment. Kelly Services has led the way in content marketing for the professional services sector, showing how to tell engaging stories through multiple channels.
Speaking at our 8 March CEO breakfast will be Joe Pulizzi, a content marketing evangelist and co-author of ‘Get Content, Get Customers’. Through his think tank, the Content Marketing Institute, he has taught marketers and brands how to develop and deliver compelling content to increase customer loyalty and engagement. Tweeting as @juntajoe he is definitely one to watch when it comes to content trends.
