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Reading Time: 5 minutes

When looking for a new accountant, did you know that 72% of potential clients start with an online search? For tax services, that figure increases ever so slightly to 76%, and for loans, it skyrockets to an undeniably huge 90% of financial services clients.

The point? Your online presence and visibility matters, especially if you are in the financial services sector.

By making use of a financial services content marketing strategy (the technique of publishing content to engage and inform your audience) you can cultivate a more visible presence in search engines, tapping into that huge market of financial clients. From blogs to videos, content creates an ecosystem of value designed to push your business into the spotlight.

To learn about content marketing and how it fits into the wider world of SEO for financial services, we’ve put together this handy article.

What Is Content Marketing?

Simply put, content marketing is the creation and publication of content for your business. It involves planning and strategy, content creation, and relevant, consistent distribution, with the aim of engaging and converting your target audience organically.

Financial content can be created in a whole range of forms, including:

    • Blogs
    • Articles
    • White papers
    • Videos
    • Infographics
    • Podcasts

Rather than a standalone plan, content marketing is one piece of a much wider, more complex SEO strategy. It sits within search engine optimisation (SEO) in the digital marketing space and is used by 90% of professional marketers to connect businesses with their target audience.

Why We Conduct Content Marketing

Content marketing is an important part of the marketing strategy for any financial business.

Just a few of these reasons include:

    • Building Trust and Credibility: Content marketing shows you know your apples from your pears (or your HMRC from your Companies House). High-quality, regular content will establish you as a thought leader in the finance industry, showing potential clients that you’re knowledgeable, confident, and trustworthy.
    • Educating the Audience: Content is crucial for educating your audience. This can include informing them of why certain financial services exist and are so important, the implications of not seeking professional financial support and guidance, and how they can make staying on top of their finances easier.
    • Engaging Potential Clients: There are a lot of financial services businesses out there, so why choose yours? Content will inform and engage new potential clients, taking them from the top of the sales funnel and nurturing them right through to a conversion.
    • SEO Benefits: When creating a financial SEO strategy, content marketing is key. By using optimisation techniques, your site can be boosted higher up the ranks for relevant results, helping you get noticed by the audience looking for your services.

Benefits of Content Marketing for Financial Services Companies

As a finance professional, photography and video editing might seem a world away from your industry. What has a YouTube video got to do with helping your clients get their accounts sorted? As it turns out, quite a lot.

Increased Online Visibility

Content marketing is a critical part of ensuring your website ranks higher in the search engine results pages (SERPs). Considering that everyone who’s anyone in finance has a website these days, this is incredibly important.

By consistently publishing valuable content, you can tap into the Google algorithm and make yourself more favourable in the eyes of search engines. The more valuable they perceive your content, the higher you’ll appear for relevant search results.

This drastically enhances your online visibility. We know that users don’t tend to scroll very far down the SERPs, with a huge majority of clicks going to the first few results, so ranking in those pole positions is going to bring a lot more attention to your financial business.

Higher Quality Traffic

Using content marketing in your financial SEO strategy will drive more relevant, higher-quality leads to your site.

These are users who are actively looking for the services you’re offering with the intent to convert (or a far higher likelihood of conversion).

Enhanced User Engagement 

Including videos on your website can boost the average time a user spends on it by 88%.

Quality content engages your users. It entertains, informs, and makes learning more about your industry appealing to your target market. It explains what they want to know and dives deeper into interesting topics, bringing value to your users that entices them to stick around.

Improved Conversion Rates

Content marketing enables winning financial SEO strategies to enhance your visibility and engage your audience. Once you’ve got your audience interested, it also drives conversions.

From calls to action (CTAs) to empathising with pain points, there are a multitude of techniques that encourage your audience to convert.

This allows you to take your high-quality leads right from the top of the marketing funnel – at that first point of engagement – through to a conversion using only the power of valuable, informative content.

Strong Client Relationships

Content marketing is a long-term strategy that strengthens your relationships with your audience, as well as building your SEO.

The right content answers audience questions, empathises with their problems, and provides useful solutions. It helps potential clients get to know your business too. From your tone of voice to greater visibility of your friendly team, it humanises your brand for stronger connections.

This is true both for leads and existing customers. Once a user converts, your content will still work to earn their long-term loyalty.

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How Content Marketing Supports A Financial SEO Strategy

We use content marketing for both on-page SEO and off-page financial services SEO. It offers a wealth of opportunities to gain some lovely SEO points, including through:

    • Keyword Targeting: We carry out keyword research to find the terms your target audience is searching for and work them into your content, helping search engines match your blogs, white papers, and videos to the audience they’re intended for.
    • Content Planning: Research fuels our content planning sessions, helping us pinpoint the financial topics that your audience is interested in. For example, if we see that your audience is searching ‘How do I register for tax as a sole trader’, we know that content answering this question is going to resonate with your target market.
    • Optimising for SEO: There are a multitude of ways we optimise content to rank higher in the search results, from adding multimedia components to using keywords in alt tags. This has an impact across your website, showing Google just how relevant, credible, and trustworthy you are.
    • Distributing and Promoting: From Digital PR to social media marketing, content distribution drives more clicks to your site, building trust with search engines, and encouraging them to increase it’s rankings.

Kickstart Your Financial Content Marketing

In the financial industry, content marketing builds credibility around your business. Informative content that’s easy for non-financial experts to understand can help bridge the gap between you and your audience, showing them exactly how you can help them and cultivating trust.

Quality content will drive high-quality traffic to your website, engage the audience, and encourage them to stick around for longer.

At Woya Digital, we offer complete content marketing services for finance sector businesses. With a team of experienced SEO experts, we’ll work with you to build a winning strategy that drives long-term success. Book a free consultation with our team today.

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