Staying top of mind with potential customers is an ongoing challenge for companies in the highly competitive finance industry. Even well-established banks, credit unions, lenders, and other financial service providers constantly need to find ways to boost brand awareness and appeal to new demographics.
But simply touting your great rates or leading with product pitches alone won't cut it anymore. Modern audiences care more about education and added value from the brands they engage with before sales enter the picture.
The good news is content marketing done right provides the perfect vehicle for finance brands to increase visibility and trust organically. By consistently publishing valuable, relevant content tailored to customer needs, you become a go-to resource prospects turn to and recommend repeatedly. That sounds good, but I don't know where to start. Here are four content ideas to get you started on the right path...
1. Publish Educational Buyer's Guides
Buyer's guides are informative content pieces designed to guide readers through a purchasing decision. As a finance brand, you can leverage your industry knowledge to create guides related to financial products or services.
For example, you might publish guides like:
- First-Time Home Buyer's Guide to Mortgages
- Small Business Owner's Guide to Business Bank Accounts
- A Beginner's Guide to Investing In...
Structure these posts so they educate readers on their options, differentiate product types, compare features and pricing, and offer advice to help them determine what best fits their needs. This type of helpful content shows readers your brand understands their pain points and establishes you as an authority they can trust.
To make your buyer's guides even more helpful, try these tips:
- Include tables or charts that visually compare and contrast different product features. This simplifies complex information for skimmers.
- Ask and answer FAQs - target reader questions and objections within the content.
- Point readers to tools or resources from your site that support decision-making, like cost calculators.
- Interview existing customers about what was most helpful in navigating their financial decisions and overcoming challenges. Quote their tips directly within the guides.
- Use graphs, diagrams, images, or iconography to illustrate concepts and enhance scannability for the reader.
- Split long guides into a series released over weeks to drive repeat engagement.
Buyer's guides work best when you provide nearly all the information readers need to make a fully informed choice. So don't hold back - aim for guides that run 3000+ words or more by incorporating visuals, rich descriptions, and real-world stories.
2. Distribute Relevant Press Releases
Press releases may seem old school, but they remain an effective awareness-building tool. The key is crafting a dedicated finance press release that announces news or developments genuinely relevant to your audience. Some potential topics to post a financial press release might include:
- New product launches
- Awards/certifications earned
- Ranking high on an industry best-of list
- Educational events or training
- Company milestones like an acquisition or office expansion
Focus press releases on information readers can use and distribute to both media contacts and directly to your email subscriber list. This allows you to gain visibility from potential earned media coverage and by informing customers directly.
You can also amplify press release distribution and get your announcements in front of more targeted finance and fintech media contacts using a specialized fintech press release distribution platform. Their service optimizes delivery to niche reporters and industry analysts to earn prime placements rather than getting lost in the fray. Additional tips to maximize the impact of your press releases:
- Target both tier-1 and niche media outlets. Send your dedicated finance press release to reporters at major outlets and industry trade publications. Localize angles when appropriate.
- Time announcements should align with awareness days/months. For example, highlight credit card options for the Holiday shopping season.
- Quote C-level executives to lend leadership perspectives.
- For additional context, include links to related resources like white papers or product info.
- Repurpose content as blogs or social posts to extend reach.
- Follow up personally with reporters after distribution to pitch article ideas tied to the news.
With a savvy distribution strategy, press releases increase your content's visibility exponentially.
3. Spotlight Your Experts via Thought Leadership
Thought leadership content shares your company's insights and expertise on industry challenges and opportunities. This establishes your brand as an authority and trusted advisor versus just a vendor. There are lots of formats for delivering thought leadership, including:
- Industry reports and ebooks: Conduct original research into trends impacting your customers. Turn findings into a polished, in-depth industry report.
- Expert Q&As: Interview your company's executives, product managers, or researchers. Share their unique perspectives on relevant finance topics.
- Expert columns: Allow well-known leaders at your organization to write regular guest columns for industry publications. This raises their profile as experts.
Whatever option you choose, ensure the content delivers tangible value by revealing little-known insights rather than just promoting your brand. To inspire more audience confidence through thought leadership:
- Spotlight specific experts consistently so readers form connections with their personalities and perspectives over time. Let subject matter specialists lead rather than keeping it high-level with the CEO/Founder every time.
- Support positions with robust data. For example, cite vital statistics or, even better, original survey research you conduct with your audience.
- Take a stand with strong viewpoints instead of always middle-ground opinions - bold but data-driven arguments prompt discussion.
- Challenge the status quo if your insights suggest otherwise. Don't shy away from calling out practices that need industry disruption. You'll turn heads.
- Timely hooks related to cultural trends or news events make thought leadership feel relevant rather than just theoretical. Tie commentary back to what's happening now.
- Multimedia formats lend authenticity. For example, record mini-video interviews with featured experts who expand on key report insights, or produce companion podcast episodes.
Choose thought leadership topics strategically based on gaps your brand can uniquely fill or emerging issues your vantage point offers clarity on.
4. Launch a Finance Education Video Series
Video content can convey financial expertise and complex product information in an easily digestible way. Developing a video series around education makes for an engaging brand awareness strategy. Possible video topics could include:
- Finance 101 fundamentals
- Explainers on financial products or account types
- Retirement planning guidance
- Home buying tips
- Cybersecurity best practices
Keep videos brief at 1--3 minutes. Prioritize clear visuals, simple language, and practical, actionable money lessons viewers can apply in their own lives. Videos demonstrate that your brand empowers people to better navigate their finances, rather than just promoting your offers.
To increase viewership and shares for your finance video series:
- Prominently feature actual employees from your organization instead of actors. Audiences connect more when "experts" on camera are genuine.
- Stay concise, hitting only need-to-know info. Avoid getting bogged down in nuances. Quick videos keep attention.
- Use on-screen graphics, diagrams, and b-roll video to deliver information visually. This enhances learning retention by tapping into multiple learning styles.
- Ask a friendly beginner's question at the start to frame up commonly misunderstood concepts. Then, use an expert's response as a springboard to explain it simply.
- Close by recapping/restating the core lesson or takeaway so it stays with viewers after the video ends. As a call to action, suggest a specific next step.
- Repurpose snippets as Reels or Shorts for mobile. Attention spans are even shorter on smartphones, so brief, bite-sized cuts spread further.
Rather than dry lectures, craft Finance Ed videos are something people enjoy watching while learning practical skills. Restore confidence in managing their money - not just touting your offers.
Final Word
Well-planned content keeps your finance brand at the forefront of your mind while providing genuine value. Apply these content ideas to educate audiences, establish expertise, and drive greater awareness annually.