Harnessing the power of the Internet is something nearly every company is trying to do.
Whether it’s through social media, video advertising, or paid advertising, you would be hard pressed to find a company that isn’t interested on reaching customers online. But one thing that is often overlooked, especially by many financial service companies, is a content marketing strategy.
Here are a few compelling reasons why financial service companies should have a content marketing strategy:
Have Your Voice Heard
Probably the most important reason to have a content marketing strategy is that regular blogging helps to establish your company's voice. Blogging allows you to answer questions your customers and potential customers are having. It can help you and your employees be viewed as subject matter experts. Eventually your content helps you gain the status of trusted adviser.
Unique Content Increases Traffic to Your Site
The more content you publish online, the more opportunities you have to be found online. Google rewards the efforts of companies that produce and share unique and valuable content. This will be reflected in your search standings. The great thing about this content is that it can generate traffic for you now and a year from now. Unlike paid ads, which many financial service companies depend on, which stop working for you as soon as you stop paying.
If your content is compelling enough, these visitors will exchange their contact information with you in order to get more of your content (think whitepapers, ebooks, worksheets and webinars)- thus become a lead. Financial service companies that maintain a blog as part of their content strategy, create more opportunities to convert website visitors to leads then those who don't.
Maintain Audience Loyalty
Another great, but often overlooked benefit of having a content marketing strategy is that you can create a meaningful connection with your audience. People like to do business with companies that they feel they know and those that have provided value to them in the past. Creating content allows your customers to continue to get to know you and with each blog post or content offer you solidify their choice to work with you.
There are many benefits to having a content strategy, we only touched on a few in this article. The importance of content marketing for your financial services company will only increase. Don't wait to start producing great content, start today.