Since the financial crisis in 2008, banking and financial services brands have struggled to earn and keep the trust of one of the most important cohorts today—millennials. According to a Contently study, 30% of millennials don’t trust financial service companies. Only 1 in 3 millennials have invested money in the stock market and only 33% own a credit card. Clearly financial services brands have some work to do when it comes to building trust, credibility and engagement with this critical group of consumers. And content marketing can help.
Content is far more customer-friendly than traditional advertising, which consumers simply ignore by skipping YouTube ads and using adblocking software. 47% of millennials indicated they’d be more likely to trust a financial services company if it created useful content. Here are a few content marketing strategies financial services brands can implement to better reach and engage consumers in 2017.
1. Create content that builds credibility to foster trust
Finance is a complex topic and mainstream consumers need experts they can trust to break down information in a digestible way. And if trust is one of the leading issues for consumers, then financial services brands can use their expertise to give their brands more credibility and therein earn consumers’ trust.
One brand that is very successful at showcasing their expertise through content marketing is Goldman Sachs. Content marketers created a conference video series called Talks at GS to promote experts across multiple disciplines and deliver talks on a variety of topics, from technology and innovation to entrepreneurship to leadership.
The TED Talk style video series has proven to be a powerful venue for storytelling. Goldman Sachs has successfully repurposed the format to align its brand with leading experts and bring their stories to the forefront to engage people with content that spans industries and interest areas.
2. Use multimedia to capture attention
While written content is a tried and true medium for content marketers, studies show that visual and multimedia content is more engaging and compelling. Infographics have already been proven to be more effective than blog posts, reaching 54% more readers than blog posts.
And video has already taken off as a preferred content type for consumers. 80% of millennials use online videos when researching a purchasing decision, and 40% of consumers visited a brand’s site after seeing its sponsored video.
TurboTax’s YouTube channel is a leading example of a financial services brand using video to entertain while sharing key tax-related information. This dynamic content destination features 30+ YouTube playlists with 100+ videos created to be the go-to resource for any tax questions and topics.
3. Focus on educating instead of entertaining
While traditional marketing is focused on promoting a brand and its products or services, content marketing is focused on providing relevant and useful content to audiences to help Go to the full article.
Source:: Business 2 Community