While it’s true that time and resources are needed to create quality content, with smart strategies and a long-term mindset financial marketers can stretch their finance content marketing budget to ensure the investment goes a long way.
We look at how to make the most of your finance content marketing budget, regardless of whether you’re a financial marketer for a big bank or a marketing head at a boutique asset management firm.
Finance content marketing budget tip #1: Remember everything is content
The first step in making the most of your finance content marketing budget is looking within. Every finance brand, simply through daily business functions, generates a wealth of content—from data analytics and research reports, to expert commentary and in-house events. Most of which has the potential to be transformed into customer-friendly finance content.
For inspiration, study US-based business valuation consultancy firm Brand Finance’s Global 500 whitepaper, which turns existing data into a narrative-driven piece of content that ranks the most powerful brands in the world.
Also worth a look are Deutsche Bank’s case studies, which turn the bank’s achievements into engaging blog posts, and Australian fintech Up Bank’s app release notes, which are, surprisingly, among its most popular content.
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Finance content marketing budget tip #2: Transform blockbuster and long-form content
To get the most out of blockbuster and long-form finance content, slice it, dice it and re-use it. A single, well-written, well-researched feature can be transformed into a myriad of blog posts, listicles, localised content, videos, social media posts and data visualisation. As LinkedIn’s Jon Lombardo told the Financial Marketer podcast, when used wisely, one trend report can provide enough content for 365 days of the year.
“ To get the most out of blockbuster and long-form finance content, slice it, dice it and re-use it.”
Take, for example, venture capitalist Mary Meeker’s annual Internet Trends Report, which is a smash hit every year. It’s packed with hundreds of slides containing facts, insights and trends, any of which is meaty enough to form the basis of a financial content marketing piece—or several.
Finance content marketing budget tip #3: Make the most of your people
Customers and clients are one of the most untapped resources in finance content marketing. User-generated content is not only extremely budget-friendly, it can also lend authenticity, credibility and spontaneity to your finance content marketing campaigns. Plus, inviting customers to share content gives you an opportunity to find out how they are thinking, feeling and communicating.
There are plenty of ways to gather user-generated content—from running contests, such as American financial planning app Mint’s #mymintmoment photo competition, to hosting interactive webinars that invite questions, to meeting customers at real-life events, just as the UK’s Scottish Widows life insurance and pension fund did on its Taking on Your Future Together tour.
And don’t forget your staff. Staff-generated content is a cost-effective way of celebrating achievements, demonstrating advocacy, sharing thought leadership and sharing company culture and values with your audience. There are even tools that can help make employee advocacy a simple and compliant-friendly exercise.
As experts in finance content marketing, The Dubs can help make sure your finance content marketing budget achieves the greatest impact, get in touch.
