5 ways to create click-worthy financial services content

Computer showing financial services content and graphs

Anyone seeking or providing financial services content creation will agree that it can be a tricky vertical for crafting compelling, click-worthy content – and it’s easy to see why.

– ‘Ostrich syndrome’ means many consumers would prefer to engage with other, less taxing (pun intended) topics.

– Trust is a barrier to loyalty: financial services brands need to work harder to build relationships that go beyond basic transactions.

– Regulatory restrictions can sometimes put the brakes on creative ideas, and bloat copy with caveats.

However, while the above challenges are real and valid, creating high-performance, engaging financial content is by no means impossible. Here are our top tips.

1. Be helpful

Start by considering your customers and their needs. How can you help them by providing useful information? Analysing long-tail search queries on topics relevant to your products or services can help you to identify key knowledge gaps. You can then offer real value with informative how-to guides, tutorials or FAQs that answer customers’ burning questions.

2. Offer a new perspective

Data can offer a mine of inspiration for content. First-party data is one particularly cost-effective, useful resource as it provides unique, direct insights about your customers, their behaviour, and industry trends. Insurance companies, for example, have access to a wealth of customer claims data: this can be analysed to extract headline-worthy stats, and then presented in the form of a white paper, infographic or animated video.

By crunching the data, you could give invaluable ammunition to those providing you with content creation services either through compelling new trends or a fresh perspective on a well-documented issue.

3. Cut through the jargon

Jargon: it’s one of the biggest obstacles for financial services brands when it comes to engaging with consumers. Littering copy with acronyms and communicating in legalese is an instant turn-off that will send your bounce rate soaring before you can say ‘APR’.

Talk to customers in everyday, human language. Explain any acronyms, and use relatable analogies to convey complex concepts. Before you publish content, take time to read it out loud, or test it on a non-expert reviewer: if it sounds like a robot wrote it, or is impossible for a layman to understand, it’s time for another edit.

4. Get personal

Although it’s sometimes easy to forget, financial services brands often deal directly with consumers in times of crisis, triumph and change.

Whether it’s a customer who turns to their insurer for help following a burglary, or someone consulting their bank about a loan to start a new business: there are real, human stories behind the transactions. When a customer has a positive experience with your brand, this is the ideal opportunity to create a persuasive, emotive case study or testimonial video that will aid future conversions, and boost brand advocacy.

5. Be fun

Financial services content doesn’t have to be dull. If the core purpose of a piece of content is engagement (rather than to facilitate a purchase journey) then think outside the box of sales or product-driven messages.

What interesting topics are related to your services? What’s trending in your industry? What relevant news stories could you provide commentary on? What day-to-day issues affect your customers? How can you put a humorous spin on a dry subject? Raise these questions with your content creation services partner as a good starting point to stimulate creativity and plant the seed of a winning idea.

To learn how Quill has worked with finance-oriented partners to maximise conversion and optimise the online customer journey with compelling financial services content, get in contact via the form below.

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