4 ways to become a financial content marketing proArticle added by Amy McIlwain on April 2, 2012
Amy McIlwain

Amy McIlwain

Denver, CO

Joined: August 26, 2010

Content marketing is the key to establishing yourself as a reliable, high-quality expert in financial services.

Imagine you’re driving home from a long, stressful day at the office. Not only are you drowning in deadlines, but you have yet to organize the messy compilation of documents in your briefcase and desk at home.

On the long stretch of highway, you see a billboard out of the corner of your eye with a huge logo and tagline promoting an office supply store. You cast a glance at the billboard, have a fleeting thought about the image, and drive on without another thought about the advertisement.

After arriving home, you have a few hours to kill before your kids get home, so you get online to look for quick organization tips. You come across an interesting blog by another office supply company — “10 Office Organization Tips that Will Change Your Life.” You skim the blog and gain valuable insights about how to effectively organize your office.

Because of this great piece of content, you subscribe to the blog and refer back to it again and again for organization tips.

The difference between traditional marketing and content marketing is the difference between saying you’re a valuable company and showing you’re a valuable company. In this digital age, consumers are increasingly desensitized to jingles, logos and taglines. Instead, they want content that is of value to them — and it is up to you to create it.

What is content marketing?

Content marketing is an umbrella term encompassing all marketing efforts that involve the creation and dissemination of content to engage current and prospective customers. Content marketing products frequently take the form of custom magazines, print or online newsletters, blogs, websites, white papers, webcasts/webinars, video portals, emails and interactive media.

What is the purpose of content marketing?

Content marketing is the key to establishing yourself as a reliable, high-quality expert in your field. The goal is to not explicitly proclaim the virtues of your products and services — like traditional marketing, but to communicate your expertise by creating content that is valuable to your target audience.

Creating relevant content that strikes a deep chord with your audience inspires them to subscribe, share and continually refer back to your platforms. If they trust you as a reliable and valuable source of information, it is likely that they’ll be loyal to your brand.

How can you create top-notch content?

There are many mediums through which you can establish yourself as an expert in your field.
Here are some of the golden nuggets of content marketing:


It goes without question that people love images. Just observe the top social media platforms like Facebook, Pinterest and Google+. They are chock full of visual content.

Photos drive engagement, likes, shares, comments and readership. Include pictures in your blogs, social platforms, email blasts and websites.


Creating a blog is only half the battle. Once you have a blog, it will be completely ineffective if nobody reads it but your mother. Coach, mentor and speaker Jeff Bullas (who has an amazing blog) offers some great tools to spruce up your blog posts:
  • Awesome headlines: This is needed to tempt and tease the person to click on the link and read your tweet or find out more about your Facebook update.
  • Great writing: Be a storyteller; find your voice.
  • Good structure: Subtitles, bullet points, reasonable, readable fonts and numbers.
  • Educational: How to’s.
  • Informative: News, facts and figures.
  • Visual: Include images in your articles and posts as well as infographics, photos or even cartoons from time to time.
Here are some great examples of financial blogs: Videos:

When it comes to creating videos, there are some key strategies to embrace. According to Brent Coker, a marketing professor, the four key elements required for a video to go viral are:
    1. Congruency: The themes of a video must be congruent with people’s pre-existing knowledge of the brand it is advertising.
    2. Emotive strength: Creating strong emotions is essential if you want to ensure you are giving your video the best chance of becoming viral and the more extreme the emotions, the better.
    3. Network involvement: Videos must be relevant to a large network of people and the larger the better, some examples of large networks are college students or office workers.
    4. “Paired meme synergy”: These memes can be elements such as “voyeur” or “unexpectedness.”
Check out some of these video blogs by financial advisors. When you create your videos, aim to deviate from the norm and engage your audience in unique ways. Ed Slott, Stay Rich Tax Advisor, and Mark Matson, CEO and founder of Matson Money, are the cream of the crop when it comes to video blogs.

Interesting infographics and slides:

Infographics are an effective way to relay information to your audience in an interesting, interactive way. Conduct a ground-breaking survey and publish the information via an infographic.

Now that you have some ideas, go out there and show your audience how valuable your company and services are with some killer content marketing. Have questions or ideas? Leave a comment and let us know.
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