MARTECH MINUTES: Attract & Retain Clients Using Finance Content


By Teresa Leno

Content marketing is one of the best ways companies and advisors can improve their company’s search engine (SEO) rankings. 72% of online marketers describe content creation as their most effective SEO tactic, which helps potential clients looking for financial help find you. Content marketing is also an effective way to establish credibility for your advisors while creating trust between them and their clients and prospects.

Understanding what content marketing is.

Content marketing is a form of digital marketing focused on content that provides value to potential customers. The content can include the following:

  • Blog posts
  • White papers
  • Videos
  • Infographics
  • And more!

Why is content marketing is effective.

Many traditional forms of marketing rely on chance or goodwill from others. But content marketing helps you provide value which puts the ball back in your court. Trustworthy and consistent content helps build trust when sharing information specific to your company’s offerings. Identifying a problem you solve is a great place to start.

Developing a content marketing strategy takes time, effort, and budget. Luckily, there many sources for finance content. Also, third-party content can help amplify your advisors as an informed authority figures when posted to their social media profiles. Everyone in your organization should share the content you post on your organization’s social media profile, helping boost your company’s organic search rankings.

According to Hubspot, in 2022 content marketing was used by 32% of marketers in these specific areas:

  • 44% on social media
  • 36% on website blogs
  • 35% in email marketing

Focus on these four elements when sourcing or creating content finance content:

  1. High Quality
    Ensure your content provides a unique perspective of your business and industry, and the problems that you solve. Avoid typos, choose professional images to accompany the content, and if creating videos, utilize a video production agency to make sure your video content is top quality.
  2. Authoritative.
    In 2020, Google introduced an algorithm that rewarded sites showing expertise, authority, and trustworthiness. This Google update means it’s vital to assign someone from your organization as the author of your blog posts. Authoring helps ensure that readers feel like they can trust the finance content you’re producing.
  3. Engaging.
    Including images and valuable graphics within your blog post can help make your content more engaging. Adding headers and lists can also increase readability and keep people on your blog pages for extended periods.
  4. Actionable.
    Add a call to action to each piece of content to help guide people to learn more. For example, a link on your blog posts, your website address at the end of a video, or a website page link to learn more in your email marketing.

Once you’ve started content marketing using your website’s blog, social media, and email campaigns, monitor the performance and make adjustments as needed. Try to have a new blog to post to social media each week, and consider one to two other posts, such as third-party content, infographics, a video, or a team photo with an interesting caption. Strive for email marketing once per month as a touch point and an additional email when a relevant event occurs or hosting an event.

Need help sourcing editable finance content? We can help; reach out to us to learn more about our enterprise marketing technology for compliance and marketing teams and their advisors.

Contact Fresh Finance to learn more about their enterprise MarTech SaaS content tool for firms with 25 or more advisors

Teresa Leno worked as a financial advisor and experienced firsthand the importance of financial education to help clients make more informed decisions before a crisis. Through her experience, Fresh Finance was started as a financial content marketing solution to help advisors validate their expertise through sharing content.