Originally published July 26, 2022 , updated on July 26, 2024

The financial industry is a competitive space with novel ideas and companies constantly entering the foray. It can be a challenge to acquire new customers, and perhaps a greater challenge to keep existing customers engaged. But keeping your customers engaged is pivotal to ensure the continued growth and success of any modern business.

In this blog, we look into how your brand can increase customer engagement with effective content writing for financial services. We also cover the basics of financial content writing, its importance, and the notable marketing trends in the industry. 

What Is Effective Financial Content Writing?

Customers today want to work with companies that they can trust. They need to know that your company takes the time to understand their needs and will help them fulfil their goals. Effective content writing for financial services specifically does all of that and more. 

Through engaging and educational copy, a company can showcase who they are, what they do, and likewise, what they stand for. They can establish themselves as a thought leader in the industry and as credible source of guidance. The best writers can help your company boost brand awareness, attract more customers, and increase customer engagement. 

Why Should You Invest in Financial Content Writing?

Content includes many different forms such as website copy, blog posts, whitepapers, eBooks, social media, podcasts, and more. Content marketing is a research and data-driven strategy that uses the right information at the right time for the right audience. It is a foolproof way to show your authentic brand in the best light. 

Investing in copywriting allows you to stay one step ahead of your competitors. It helps you retain and grow your market share in a dynamic way. It also allows you to interact directly with your customer and thus, forms meaningful relationships with them. Original and magnetic writing can improve target audience engagement and increase conversions and sales. 

How Can Effective Financial Content Writing Boost Customer Engagement?

There are different ways in which marketing strategies can increase customer engagement. Hence let’s have a look at the top content writing strategies for financial services. 

1. Content Audits

A content audit is a thorough analysis of the different forms of writing and marketing your brand currently uses. It evaluates the quality and efficacy of your existing copy to identify ways in which it can be improved. These audits check if the information provided is easily digestible, consistent, and engaging. It also assesses other elements such as website navigation and information structure. 

If your customer can navigate your website, find the information they need, and also understand the message with ease – they are more likely to interact with your brand. This makes audits an integral part of effective digital marketing. 

2. Data-Driven Marketing 

Effective copy is backed by research and data. With the advancements in digital marketing campaigns, it is easy to keep track of various key performance indicators (KPIs). KPIs such as click-through rates, bounce rates and conversion rates help us evaluate the success of the digital marketing strategy. We get to see what is working and what isn’t and tweak our strategy accordingly. Data and marketing analytics also helps us optimise information and brand placements, ensuring that they do not get lost in the online space. 

3. Provide Value and Clarity 

Customers may find financial copy jargon-heavy and difficult to understand. They turn to established experts in the industry for clarity and information. So if your company can provide that, you are already standing out from the crowd. 

It is imperative that financial content writers offer the education and guidance your target audience is looking for. Effective marketing presents relevant information in a clear and engaging manner that answers the customer’s most pertinent questions. This can help you generate new leads, improve the customer acquisition process and also retain current customers.

4. Content Personalisation

Chances are, your target audience is not a monolith. Your customer base is likely made up of different demographics, each with its own needs. Therefore, with personalised copy, you can show each of your customers that you see their nuanced financial situation. You can demonstrate how your product or service adds value to their personal lives. Accordingly, an effective marketing strategy for financial services includes high levels of personalisation as it helps cater to a diverse target audience.  

5. Creative Content

Finance has been long-regarded as a dry subject, but your brand has the potential to make it exciting. You can get creative with your strategies to boost customer engagement. Instead of a long blog post, you can educate customers with a how-to video. You can reach your customers through innovative mediums such as a finance management podcast. 

If this seems like a lot to do in-house, you can bring on financial content writers or a content marketing agency such as Goodman Lantern to help you out. 

Top Trends in Content Writing for Financial Services 

1. Artificial Intelligence 

Artificial Intelligence (AI) in marketing is a clever way for companies to improve customer experience and satisfaction. Integrating AI into customer conversion funnels can help optimise customer acquisition, protect clients’ data, and improve efficiency in sales. AI also offers greater content personalisation to your customers. By integrating AI within a range of areas, you can help improve customer trust and loyalty by providing better services and products and also reducing financial risks.

2. Omnichannel marketing

Building digital marketing infrastructure that includes a good mix of channels and platforms helps you reach your customers in various ways. You can create an information landscape that offers the right knowledge to the customer at different stages of the sales funnel and also nudges them towards conversion. Using a hybrid approach that gives a consistent message and creates a seamless, personalised customer experience will be a big trend going forwards. 

3. Inclusive marketing

Creating inclusive and accessible customer experiences goes a long way in expanding your brand’s reach and improving lead generation. Inclusive marketing connects you to a broader customer base and therefore, makes your brand resonate with its audience. 

Goodman Lantern is a leading agency offering specialised content writing for financial services. We have a team of talented financial content writers and industry experts that are undoubtedly masters at financial content writing. Book a discovery call today to learn more!

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