Author: Carolee Bennett
“Content marketing at its best will draw you in without you even realizing what hit you.” And so that’s the object: deploy content as a natural, authentic extension of your brand while delivering and demonstrating value.
Here are just some of the possibilities:
Content marketing to enhance the customer experience
“Consumers want quick answers, dynamic and personalized solutions, and extreme convenience. Content marketing can provide all of these things for financial brands. Good content marketing enhances the customer experience and helps your customers and prospects feel more connected to your brand.” (SOURCE: Brandpoint’s 3 Ways Financial Marketers Create Value With Content)
Content marketing to establish trust
“We, as consumers, need to be reassured that whatever we’re paying for is going to deliver on its promises. Integrity is at the heart of this. But you can’t just say you have integrity – you have to show it. Content is one way to demonstrate your brand’s integrity and, in turn, help your audience trust you.” (SOURCE: The Content Marketing Institute’s How to Use Content to Get Your Audience to Trust You)
Content marketing to equip customers for success
“Customer success refers to the ways companies help customers get the most value from products and services. It’s no longer enough to make the sale, move on to the next one and handle complaints as they arise. Now, companies need customers to get maximum value from their purchases to encourage word-of-mouth marketing and develop stronger relationships. In this pursuit, content helps companies equip their customers for success.” (SOURCE: 5 Content Marketing Trends to Watch in 2019)
Content marketing to stand out from the competition
“In our survey, respondents indicated that brands that don’t produce good content are ‘out of touch,’ ‘slimy,’ ‘dated,’ and ‘lost.’ If you create helpful content, however, people will think you’re knowledgeable. If you create enough helpful content, they’ll value you as a resource and respect your brand. If they repeatedly come to you as a resource and have a need for your product, then they’ll think of you before your competitors.” (SOURCE: Convince & Convert’s Is Content Marketing Really Worth It?)
Content marketing to answer (search engine) questions
“Only brands that consistently produce quality content will earn trust and attention. Quality content also helps you win with search engines – for similar reasons. Search engines are built to serve people the best content, from credible sources, that answers users’ questions.” (SOURCE: Newscred)
As you can see, there are many roles for content in a marketing strategy, especially content that adds value for the customer. By answering consumer questions and sharing helpful information – through the lens of your financial services expertise – content marketing also provides value to your brand.