Content marketing naturally attracts inbound traffic that you can convert, close and nurture over time
In today’s age, clients expect high-quality, consistent content from financial services companies. Content marketing is a strategic approach focused on creating and distributing valuable, relevant and consistently complaint-targeted content to attract and retain a clearly defined audience – and, ultimately, to drive profitable prospective client engagement and action.
Reaching new prospective clients can be time-consuming and complex. But by aligning the content you publish with their interests, you naturally attract inbound traffic that you can convert, close and nurture over time. Effective content marketing relies on a solid foundation of prospective client personas that guide your strategy and tightly defined buyer’s journeys that inform your content calendar.
“Financial services companies say content marketing has increased client engagement by 72%.”
Source: Salesforce
The right mix of targeted publications
A content calendar (also known as an ‘editorial calendar’) is a written schedule of when and where you plan to publish upcoming content. Content calendars typically include upcoming pieces, planned promotional activities, partnerships and updates to existing content.
Once you have these in place, you can hand-pick the right mix of targeted publications, blogging, guides, infographics, case studies and more to drive website traffic, build awareness and generate higher-quality leads at each stage of the buyer’s journey, resulting in a prospective sales pipeline with highly qualified leads.
“51% of content consumption from prospective financial services clients is derived from organic search.”
Source: Moz
Attract the right visitors to your firms website
As a financial advice firm, you must develop relevant, compliant financial content that will attract the right visitors to your firms website. Once you know your audience, you can create content that naturally attracts them to your website.
5 steps to creating the right content for prospective client persona:
Identify your client persona: Find out about your target market. Understand everything from their job title, income and lifestyle through to their pain points.
Conduct Search Engine Optimisation (SEO) research: Learn what your target audience is searching for on search engines so you can provide the most relevant content. We’ll look in more detail at SEO later on in this guide. But keeping it simple, it’s the process of taking steps to help your website or piece of content rank higher on Google and the other search engines.
Write an editorial content draft: Begin by drafting editorial content that answers your prospective client’s questions. Use interesting hooks, for example, ‘How to reduce Inheritance Tax’ or ‘How to build a bigger tax-efficient retirement income’, to make your content stand out.
Publish: Publish each piece of content on your website blog. Use SEO tools to optimise your content.
Promote: Promote each blog post on social media and via email marketing campaigns to generate higher traffic visitor volumes. The more traffic your content post generates, the higher it will rank in search engines.
Is your content king?
To discuss Goldmine Media’s content creation services, whether you want to drive more website traffic or produce a targeted client facing publication, contact a member of our Business Team on 0845 686 0055, or email: findoutmore@goldminemedia.co.uk.
Poppy Willis, Senior Content Strategist,
Goldmine Media
