3 examples of excellent content marketing in financial servicesBlog added by Sara Ruthnum on May 12, 2014
Sara Ruthnum

Sara Ruthnum


Joined: February 17, 2014

My Company

Content marketing is taking the marketing world by storm. And guess who is leading the way, according to the Huffington Post? Yes, the financial industry is killing it in content creation.

With so many exciting campaigns sprouting up, I thought I’d share three examples of excellent content marketing in financial services to inspire your 2014 marketing plan.

Citibank Women and Co Campaign

Citibank used a popular content marketing technique to succeed in this medium — knowing your audience. Citibank engaged and related with women, creating specific content to “provide financial education resources for women that combines curated financial news with thoughtful commentary” (from Citibank Woman and Co site). To see more of their Woman and Co Campaign, check out their website here.

See also:
3 famously flubbed attempts to market to women
Women lagging in financial knowledge and confidence

Mint’s MintLife blog

This is a fine example of giving your audience valuable and original information that they want to read. Mint is great at engaging their audience by writing interesting and entertaining blog posts daily to educate their readers. They have a knack for creating the right content that readers actually want to consume, which is the basis for a successful content marketing effort.

See also:
Answering the FAQs of financial blogging
4 ways to become a financial content marketing pro

Fidelity Investments Podcasts

Finally, take a hint from Fidelity and think outside the box to produce content outside of traditional writing. Fidelity created weekly podcasts to educate their users on the go. Top portfolio managers and market strategists are front and center via podcasts and video segments, where they share market analysis and expectations. Podcasts are a great tool for expanding your expert status in a particular financial niche. And if inspiration is hard to find, look at your surroundings. Chances are content is closer than you think!

See also:
Video killed the seminar star
Don’t make these 3 online video meeting mistakes
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