The rise of content marketing in financial services

Companies in the finance sector are increasingly turning to content marketing to strengthen brand equity and build stronger relationships with customers. But with greater spending on content marketing, financial services firms need solutions that can help them understand how their content is performing, how audiences are responding, and which campaigns and pieces are resulting in high-value actions.

The Knotch content intelligence platform provides a suite of solutions for measuring content effectiveness as well as developing campaign strategy and optimizing current content campaigns. With Knotch, financial companies can have confidence that their investment in content marketing is delivering on expectations for building customer relationships and achieving ROI.

The value of content marketing for financial services

Content marketing helps financial services firms and banking institutions to accomplish several critical objectives.

  • In a business landscape where it’s increasingly harder to stand out, content marketing enables financial services companies to successfully differentiate by providing superior content that holds real value for customers.
  • Financial content marketing can also help to build the brand, positioning a firm as a source of expertise, a center of helpful resources, and a company that investors and consumers can trust.
  • Content marketing in financial services can help to successfully introduce new products and services, and to support customer acquisition campaigns.

Ultimately, content marketing for banks and financial institutions is about building trust with an audience – a quality that is perhaps more essential to the financial sector than any other industry.

The challenge of content marketing for financial services firms is knowing how well a given campaign or piece of content is promoting trust. Traditional metrics for measuring digital marketing performance can’t really help much. Metrics on the number of page views, scrolling depth, time spent on a page or number of pages per session don’t let financial marketers know whether their content inspired greater trust from an audience – or whether it led to a negative perception.

That’s why audience sentiment data is critical to content marketing in financial services. Collecting qualitative data about how audiences feel about content – and how they feel about the brand after consuming content – is the only way for financial firms to know whether their investment in content marketing is paying off. That’s where the Knotch content intelligence platform delivers remarkable value.

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Managing financial content with Knotch

Knotch is the independent standard for measuring content marketing performance and ROI, providing CMOs and their teams with tools for planning, measuring, optimizing, and benchmarking content efforts across every owned and paid channel. With content performance data that is independently and transparently collected, Knotch provides financial services content marketing teams with:

  • Audience sentiment feedback, collected and delivered in real time, that reveals how audiences engage with, behave around and feel about the financial content they consume.
  • Comprehensive data on audiences and performance that combines sentiment feedback with high-level volume metrics and audience demographic/psychographic information for a holistic view.
  • Performance analytics that show what types of content, which themes and which distribution channels are working best – and how to optimize the ones that aren’t.
  • Cross-platform comparisons that aggregate content analytics across paid partnerships and owned content hubs.
  • Actionable insights that enable content marketing teams and financial services firms to build strategy, optimize campaigns, and refine audience segmentation.

Advantages of the Knotch platform

With Knotch solutions for content marketing, financial services firms can:

  • Ensure that content is driving customers to specific areas of interest such as wealth management, small business banking, investment advice, or retail banking services.
  • Identify the best publishers for each campaign, as well as the types of content that are most likely to build the desired feeling about the brand.
  • Drive current customers and prospects to high-value actions such as opening an account.
  • Build trust with audiences, positioning financial companies as helpful resources and as advocates for financial education.
  • Direct key stakeholders to the most appropriate topics through a data-driven content experience.

Content Intelligence Platform

Comprehensive solutions for financial services content marketing

The Knotch content intelligence platform offers a suite of solutions that enable content marketing teams in financial services firms to manage all aspects of content efforts. In addition to content-wide analytics, the Knotch platform includes:

  • Competitor content analysis that provides In-depth analysis of competitors’ content, content marketing benchmarks for the industry, and a publisher matching feature that helps teams to build the most effective content distribution strategy.
  • An automated content library where every piece of content ever created can be automatically organized, classified, tagged, and indexed for faster search and retrieval.
  • Content journey mapping tools for defining an ideal, organic journey for each audience segment and mapping content to support each stage.
  • A content recommendation engine that suggests the next, most valuable piece of content based on feedback from users collected through organic and personalized conversations.
  • Automated content insights that automatically bring forward the most relevant intelligence, including insights that marketers might otherwise miss.

FAQs: What is content marketing for financial services?

What is content marketing for financial services?

Content marketing in the financial services sector is the task of creating and sharing digital content with target audiences that can help to build trust in the brand.

What are the advantages of content marketing in financial services?

By improving audience perception of the brand, content marketing can help financial firms to attract new audiences, improve customer retention, make audiences aware of new services, and achieve greater differentiation from competitors.

Why is performance measurement important in content marketing?

Content marketing is expensive, and financial services need ways to know whether their investment is paying off. Performance measurement enables content marketers to understand which pieces resonate best with audiences and are helping to achieve the objectives of the content campaign.

Podcast: Alicia Tillman