Your brand is one of the most valuable assets to your financial firm.
We think of branding as a business personified.
It is the way your company looks, sounds and acts, which in turn influences how your clients and prospects perceive your business.
Although there are many factors that contribute to the success of a financial brand, content consistency is certainly one of the most important.
Your financial content must be consistent, not only in quantity, but also in tone, voice and style.
When people think of financial content, they often turn to blogs and updates, but you must also carefully consider consistency of social media posts, responses to client reviews, and email marketing.
Why Content Consistency is the Real King
Whether you blog every day or weekly (it should not be less), it is important for your company to set a schedule and stick to it.
Clients and prospective clients may be confused if your content quality, quantity or schedule is inconsistent.
Especially in the financial sector, where a consistent strategy not only improves the client journey, but also builds on brand credibility, reputation and trust.
Research also shows that consistency can significantly influence your results. Techipedia claims consistent brands are valued 20% higher than brands with inconsistent messages.
Learn from Your Clients
Posting on social media and your blog a few times a month can attract some attention, but it will not help you build meaningful relationships.
To fully connect with your audience, you need to be consistent in creating content.
You can also learn from your clients by regularly publishing.
Being part of the conversation will ultimately facilitate the creation of financial content, as it allows you to learn from your clients and what they want to see.
Engaging with your clients via social media is also a good idea.
Keep track of how much engagement each post and post type receives.
This information will help you understand what content type drives engagement and which posts have zero interest.
Google Analytics is a great tool for tracking key performance indicators for your blogs.
For example, to track bounce rates to see if users leave your site without taking any action or if they visit another page.
To determine which topics resonate most with your audience, you need to monitor post views for each blog / blog topic.
Allowing Content Creation to Become an Easy Habit
Financial content creation can seem complex, but if you break it down into digestible steps, it should be easy to remain consistent.
We suggest creating a shared document to organise all your content ideas, and set a publishing schedule.
We use Monday.com, which is an amazing platform for creating, scheduling, and designing all in one visual workspace for the whole team.
Each member of the team should then be set tasks and due dates for both drafts and final posting plans to maintain the consistency of the content flow.
The success and growth of your business depends on your brand message.
All large financial brands consistently represent their brand at all touch points.
This principle applies to content marketing throughout a company of any size.
All financial brands should follow suit.
Your content needs to be distinctive across all channels and have a consistent voice and style.
By now, you’re probably thinking
“I get it, the financial content I create must be consistent.”
But let’s get to the nitty gritty about why content marketing is so important in the financial sector. We believe the main advantages of content marketing are as follows:
1. Your audience sticks around for longer and visits regularly
Content is an asset. It can create positive experiences for potential clients and encourage them to return for more.
It is your ticket to attract the attention of your audience, to strengthen positive brand impressions, and ultimately to win new clients or build on the loyalty of your current client base.
2. Social media can give you more traction.
It’s one thing for you to increase your social media following.
But it is another thing to create highly engaging financial content that will be interacted with and shared.
Both unique, quality and consistent financial content will help you gain traction via social media.
3. Building trust
Content creation can help strengthen relationships with your clients and prospects. Trust is strengthened if you give value without asking for anything in return.
The reputation of your brand will naturally improve if your content is delivered at the right time and place with the right audience.
Clients will soon associate your company with regular quality content.
4. Generating more quality leads.
Consistent financial content marketing can also enhance your lead generation efforts.
Your content is there to provide visitors with useful free information, but the ultimate goal is always to convert.
A landing page should be easily accessible via many of your content types.
To increase conversions, CTAs should be placed in as many places as possible: inline, at the bottom of the post, in the hero or on the side panel.
Read our Guide to inbound lead generation in 2022 for more information.
5. SEO will make your business easier to find.
Your SEO efforts will be more successful if you create consistent and high quality financial content.
Your content’s main goals should build trust with your audience, as well as follow SEO best practice.
Read our Financial Services SEO Guide 2022 for further advice.
6. Building on authority
Your authority online is built by creating regular, high-quality long-form financial content and creating inbound links.
Search engines rank you higher if your company is trusted as an authoritative source of information.
Your clients will trust you more if you position yourself as an industry expert, stay active on social media, and remain an actively reliable source of the latest financial news.
Last, but not least, your financial content should reflect your industry expertise and provide valuable answers to your audience’s questions.
Creating consistent content
A strategy for consistent financial content is one of the most important marketing strategies you could implement.
Content consistency builds credibility, trust and reputation. The three objectives of financial marketing ticked in one.
Here at Opulent Media, our content creatives are fully immersed in all things financial.
We can build on your brand presence, giving you exposure, recognition, and ultimately generating quality leads.
Consistent content will boost the authority of your website, meaning extra traffic and more conversions.
Want some help? Get in touch.
Read our Guide to Financial Content Marketing in 2022 for more advice around your financial content marketing.
