One size does not fit all
In a market where brand awareness and customer loyalty are of utmost importance, content marketing is key to keep individuals interested in your services. Financial services providers face a very real and pressing need to create customized content that relates directly to specific audiences and services to differentiate the brand in a crowded space.
In many instances, financial services topics may well appear dry and serious at first, but marketers are increasingly adopting a lighter tone in order to appeal to a broader range of readers. In other words, financial services content has to be not only informative (and accurate!) but also easily consumed, memorable, and interesting enough to share.
Define your mission, and make sure that mission is at the heart of every content initiative. And don't "set and forget": revisit your strategy often, updating it to reflect the ever-evolving nature of the market, your business, and your customers.