Navigating the Complex World of Finance Content Marketing: 6 Biggest Mistakes to Avoid


Ensuring that your finance content marketing campaigns reach the right audience can require significant efforts if not done right. 

Content marketing is an effective strategy to convey your brand values and increase awareness. We’ve seen considerable success in various industries through carefully planned campaigns.

So why do companies in the finance sector have such trouble getting the most out of their advertising?

First, let’s face it, your potential clients probably aren’t as enthusiastic about numbers as you are. That’s why they need your financial expertise, after all. 

Second, many companies make common mistakes in their finance content marketing strategy

Let’s look at these mistakes and how to fix them for optimal results. Pay attention, and you might find a few things you’ve done too!

Man in a suit creating finance content marketing strategy on iPad with graphs on clipboard

Key Takeaways

  1. Make sure your content is relatable and easy to understand for the average person, while still being informative.
  2. Incorporate visual elements like infographics and attractive images to make your content more engaging. Consider using video content as well to put a face to your brand.
  3. Avoid producing boring content by bringing your enthusiasm for the topic across in your writing and making it captivating for your audience.
  4. Balance informative content with promotional content and avoid overwhelming your audience with too much advertising.
  5. Know your audience and focus on producing content that addresses their problems and questions, rather than just promoting your services.
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1. Creating Unrelatable Content

Many brands provide valuable information to their readers, sharing fundamental analysis, but they’re tough to follow. While we live in the digital age, your readers aren’t computers and don’t necessarily understand all the graphs and charts.

While providing all the relevant data to help explain your content, you should always focus on being relatable. Make your industry-associated content easy to understand for the average human while still being informative.

Remember that posts that anyone can understand receive more shares and other interactions. More attention means greater brand awareness and potentially higher sales.

2. Undervaluing Visual Content

Don’t undervalue the power of visual content. Content in the finance industry doesn’t only have to contain numbers, charts, and equations. In fact, this is the fastest way to lose your audience’s attention. 

Sprinkle some infographics and attractive images in your content for visual appeal. 

With limited time in their busy lives, most consumers prefer watching a short video over reading an article. So why not embrace that dazzling smile and get in front of the camera? 

Video content also helps make your brand more relatable as you’re now putting a face (or faces) to the name. These short pieces of content are ideal when introducing new services and taking your clients on a quick decision journey.

3. Producing Boring Content

For some people, the finance sector is equivalent to sleep hippo-nosis or conversing with someone with a monotone voice.

Prepare for a swift escape!

One of the most significant mistakes made in finance content marketing is assuming that your reader is as excited as you are about the topic. 

Here’s a question to get you thinking: If you’re so enthusiastic about it, why not bring that across in your content?

When it comes to marketing, your audience should be as excited about your services as you are. Keep them coming back for more with an energetic, enthusiastic, and captivating approach. 

This is your chance to let your quirky and unique personality shine through. Find your brand voice and style, and have fun!

If you can build enthusiasm in your audience, they’re more likely to share your content with their network. Remember, you’re talking to humans.

4. Too Much Promoting

When it comes to marketing content, it’s essential to focus on being informative over being promotional. 

Your target audience has likely seen every sales pitch there is for the finance industry. Stand out from the crowd by being unique and giving them content they actually want to read, watch or listen to. 

Discuss the latest market trends, provide your opinion on current industry-related news or deliver educational pieces on complex topics. These aspects separate you from your competitors and build a positive reputation with your audience. 

If you choose to share your views, just be sure to back your claims with reputable and relevant research. Promoting your company by establishing yourself as an authoritative source of information only works if your data is correct.

5. Producing Content, Not Value

Before you embrace finance content marketing for your services, ensure that you know your audience. What is their greatest battle or problem? Which questions are they asking? How can you provide the solution?

When creating content for your audience, ensure that it adds value to your readers. Answer their potential questions, only delivering information that is relevant to them. 

Again, you aim to be an authoritative source of information for your audience. Irrelevant content won’t help you reach this goal. 

That said, as you grow your business, you should also look at expanding your audience. It’s not only professionals in the 30+ age group who are seeking financial advice anymore. Aim to make your brand more relatable to a younger demographic.

6. Overlooking Paid Advertisements

With so many free resources at their disposal, many companies overlook the true value of paid advertising. 

Organic traffic is a spectacular way to develop your brand voice and build relationships with your audience. 

Paid advertising, however, allows you to reach a targeted audience, expanding your reach and increasing brand awareness. It’ll help generate new leads, increase brand awareness and draw the attention of a larger audience.

That doesn’t mean your naturally driven traffic takes a dip, though. Paid posts actually boost organic content, improving interest from potential customers. 

When used effectively, a paid content marketing campaign could yield a notable return on investment (ROI). 

Of course, this doesn’t have to replace your organic marketing efforts but rather be used in conjunction with it. Gradually incorporate paid advertising to see significant results.

Foolproof Finance Content Marketing Tips

The online marketing world can be a cutthroat place, especially in a challenging niche like the finance sector. Follow these basic yet foolproof tips for finance content marketing so your services can shine.

Be Accessible to All

The data shared in the finance industry is often quite complex and challenging for many people to wrap their heads around. Unlike you, your readers haven’t spent years studying how to analyse this information. 

Sharing this intricate information opens up the opportunity to embrace visual aspects. Use infographics, charts, graphs, or videos to get the information across in a digestible manner. 

Remember that attractive colors and eye-catching designs are fantastic ways to draw attention and convey a powerful message. 

Embrace Different Platforms

When creating your finance content marketing strategy, plan to make use of various channels. 

Post long-form content to your website and repurpose (share) the shorter versions across your different social media platforms. These snippets link back to the original, translating into increased organic traffic and greater visibility. 

Answer Audience Questions

When planning upcoming content, use research data for insights into what your audience is looking for. Determine which finance-related queries they have and provide those answers. 

Your content is more likely to appear among search results by targeting specific questions combined with relevant keywords. Killing two birds with one stone.

Use Interactive Content

If your company offers various service options, for example, insurance, interactive content could help your audience determine the best choice for their needs. 

By allowing them to select between a series of different scenarios, you’re getting them involved with the sales process. This approach also allows you to provide tailored advice regarding their best-suited options. 

This kind of interactive content gives your clients the opportunity to know your company and services better. It also affords you the chance to connect with your audience on a more personal level, building a valuable relationship that could last indefinitely.

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Close-up of US dollar bill

A Good Plan Goes a Long Way

Diving into finance content marketing is a clearer pool now that you know what to avoid. Focus on your audience and how you could create content that provides the most value for them. 

The finance sector doesn’t have to live up to its boring reputation. It’s possible to show your readers what an interesting and exciting industry it really is. Still, it can be tricky if you aren’t familiar with how to create an effective strategy. 

If planning your content marketing future sounds like a mountain you aren’t ready to scale, why not outsource it? Contact Hippo Thinks today for a site audit and a detailed approach to grow your website presence while you focus on serving your clients.


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