How to Create Successful Content Marketing Strategies in the Financial Sector

Content MarketingIncrease Leads & ConversionsOnline Marketing

Content plays an important role in the development of your business, it helps in creating awareness, generating good leads which in turn leads to sales growth. Quality content has the ability to entice your audience to your website, learn about your services and purchase your products. Let us explore a few content marketing strategies you could use to develop your business and grow your brand, but before that let us define the goal of content marketing.


The Goal of Content Marketing

Content marketing has several goals, besides generating brand awareness it helps in nurturing your prospects’ trust and increase conversion rates. A successful content marketing strategy in finance doesn’t use content to pitch services only. Instead, it focuses on selling points and pain points your prospects are suffering and solves these via helpful content.

Content marketing strategies can be used to strengthen relationships with existing and potential clients. Tools like blogs, social media posts, podcasts and videos can be used to generate leads, increase reach and develop your brand. Let us explore each of them.


Blog Posts

Publishing blogs regularly is a great way for clients to learn more about your products and services. Blogging can improve SEO and drive traffic to your website; blogs can be especially helpful when they focus on a specific topic or niche in finance. When in doubt, ask your readers about the topics and services they want to learn about. Sharing your blog posts on social media like LinkedIn, Twitter and Facebook exposes your business to a wider audience and keeps your presence alive.


Social Media

Your financial organization’s presence on social media is one of the most effective ways to form an audience and engage with them regularly. Platforms like Facebook, Twitter and Pinterest can be used to share behind the scenes insights. They provide helpful financial tips and relevant industry news along with images to entice your clients to learn about your products and services.



Podcasts are the perfect platform to showcase industry news and make your clients gain valuable insights on your services. Podcasts are usually in the form of audio or video; they can also be recorded as broadcasts of a television program or a lecture. When podcasts are scheduled regularly this builds rapport between you and the audience. Podcasts are an effective marketing tool because they help brands reach a niche target audience which in turn results in a good return on investment (ROI).



Videos are a great way for your financial organization to showcase and market products. Communicating virtually can explain complex ideas in a simple and coherent form, which leaves an indelible mark on your client’s memory. Marketing research has shown that video content is more conversion friendly than other content. Your videos should have an enticing hook, the first few seconds need to capture the viewers’ attention by posing an interesting question. Featuring videos on social media platforms and blogs can help you reach a wider audience.


Effective Content Marketing Strategies

To successfully promote your products, you need to employ a few content marketing strategies. These include developing relevant content, targeting specific keywords, repurposing content, developing your voice and concluding with a call to action. Let us learn about each of these strategies.

  1. Developing Relevant Content

    Relevant content addresses the pain points your specific audience struggles with, when voiced appropriately it helps your audience learn about your products and uses helpful examples that your audience understands to promote your services. Creating detailed personas for your target audience is important, include information related to their age, job title, goals, challenges and pain points. Other relevant information such as the social media channels they use and their media consumption outlets can also prove helpful in tailoring relevant content.

  2. Optimized Keywords

    Optimized keywords make your content easily searchable and accessible. Each piece of content you publish whether it is videos or blogs should be optimized for a specific keyword. If your keywords are long this will make your content stilted and unnatural and in turn penalize your search engine rankings. You can optimize your keywords by addressing searcher intent. For example, you could use answers to questions that appear in the “people also ask section,” on Google. When your keywords are succinct and relevant this tells Google that your content addresses frequent questions making it a valuable resource that would rank higher.

  3. Repurpose your content

    Repurposing content is a great way to reach new audience members and stretch your return on investment (ROI). You can write a blog post to introduce your readers to your podcast, or turn a blog post into a video, or develop an infographic from a blog post and share it on social media. To repurpose content for your financial organization, brainstorm topics that your audience will be interested in. Establish unity among your firm’s marketing efforts by ensuring that the content you share is consistent with your corporate goal, target audience and marketing strategy.

  4. Develop your Voice

    Developing your own voice helps you stand out from the crowd, making your content unique and compelling. Companies in the financial sector need to establish themselves as thought leaders, this is done by producing thought leadership content that boosts your reputation and builds trust in your brand. Once you establish thought leading content, share it on social media and encourage people to subscribe to your emails and newsletters this will increase your site traffic and boost your followers.

  5. Call to action

    A unique call to action will grab your audience’s attention and convert existing leads into customers. When your call to action is clear it removes friction and moves users down the sales funnel. Ending a blog post by asking readers for their emails and reaching out to clients to schedule a consultation or sending them marketing emails is a great way to promote yourself.


When building content for your financial firm, allocate time daily, weekly and monthly to evaluate, review and respond to queries. This speaks volumes about your dedication to customer service and is a ranking factor customers will assess later. Want to improve your existing financial content marketing strategy? Contact inSegment for a consultation.