Set and forget? Not anymore
Brand awareness and customer loyalty are two key issues in financial services marketing. Brands face a daily struggle to keep customers and prospects engaged and interested. That's where the right content marketing strategy—and customized content that relates directly to specific needs and services—can be used to stand out in a crowded space.
Granted, financial services topics may not be known as the most appealing or entertaining of topics, but marketers are increasingly understanding how to appeal to broad audiences with a lighter tone and a diversified mix of content types. In fact, the landscape is shifting: financial services content is now expected to be not only informative (and factually accurate!) but also accessible, stimulating, and interesting enough to share.
So be sure to define your mission at the outset, bearing in mind that it'll be the yardstick by which every individual piece of content is measured. And remember that it can't be a case of "set and forget": you will need to revisit and revise your strategy regularly, applying tweaks and updates that mirror the ever-changing nature of the market, your business, and your customers.