Some say that the financial services industry is a boring industry for which to produce content. They present many reasons why they think so, including that there are some restrictions regarding what can and can’t be published.

We don't agree.

First of all, the industry has to do with money, which is a matter close to everyone's heart. If you don't know how to present your message about money in such a way people want to read it, how well will you present information in areas people don’t care about?

For other people, it's the fact that they don't see the kind of results everyone touts content marketing to produce. So they conclude that content marketing doesn’t work well for financial services. 

There are statistics everywhere to prove that it works, even for your competitors. If it’s not working for you, you’re probably missing it. If you offer a financial copywriting service, here are a few tips to give your copywriting a boost and help you get the results you're expecting. It doesn’t matter whether you’re an in-house copywriter or work for an agency.



Right! Maybe everyone needs your financial services. After all, it does involve money. But you would be making a grand mistake to produce financial content for everyone.

First of all, not everyone may be able to afford your services. Secondly, some people just won’t, no matter what you say or do due to location and many other factors. Thirdly, some people will never associate with your brand. No hard feelings!

Of course, good content marketing can turn some things around. Still, start with and focus on the people most likely to use your services.

Build detailed customer/buyer personas for the different ideal customers for each of your services. The financial services market is quite broad. As much as you can, zero in on one aspect, or just a few, especially those areas where you have the most strength and competitive advantage.

Yes, you can produce content for the entire market, but you’ll have to doa lot more work and spend far more than if you focus your content. You might also not get as good a result as when your content is focused.

If you have been in business, you already have a head start. You already have customers, so building a buyer persona should be a lot easier. Get every detail you have on your customers – demographics, age, location, income, why they use your service, their goals and aspirations, pain points, creditworthiness (where necessary) etc. – and use it to build your customer avatar. From there, you can leapfrog for the type of customers/clients you want but haven't got yet.

If you’re just starting out, you would have to make educated guesses mixed with research to build your ideal customers’ personas.

After building it, use it!

It is not just an exercise that copywriters do. Building and using your personas are critical to your copywriting success; that includes financial copywriting too.



Your content MUST be relevant. There’s no other way to say it.

People don't consume irrelevant content, and your audience or customers won't be the first. Relevancy is a significant reason you have to create content for a focused audience, instead of everyone. Publishing articles for everyone will water down your message.

Moreover, no matter who you are, you can’t speak to everyone in just a single post. Plus, if people are not consuming your content for any reason, there’s no way you’d reap the benefits of content marketing.

So, once again: You MUST provide relevant content.

For your content to be relevant, it must help your focused audience solves their pain points. Your audience has to identify with it. Which means that the examples you use, the voice, etc., all have to tailored towards them.

Write to help your audience grow, not to help you grow. If your audience loves and consumes your work, you will grow!



This is one place a lot of content in the financial services industry miss it. Financial copywriting is not about using jargon and filling a page with language that confuses people. 

Financial copywriting is about presenting information in such a way that it educates, entertains, enriches, and engages your audience. It is about getting them to perform the desired action that you specify. To do this, you have to speak the language your audience understands.

Content that converts is written in simple, clear language. If you must use financial terms and numbers, use them sparingly and with intent.

Numbers and statistics are great at driving home a point and increasing credibility, but use too many and all you’ll do is confuse people, and that’s not what you want.



If you want your financial content to be found by your customers, you have to target the keywords they’re typing into their search engines. So, how do you know how to do that? Research.

There are several tools to use, but you can begin with Google's free tools which include its Keyword Planner, Google Trends, and the most underrated but highly useful of them all, the search-bar suggestions.

Start a with a seed keyword and type it into your search bar, and it instantly suggests some more search terms to you. Take note of them. Also, on the search results page, you will find a list headed ‘People also ask’ – make a note of these, too.

Yes, you would have to dig deeper using any of the free tools mentioned above or a paid-for tool. But it is well worth the money, time and effort. A final note on this subject: keywords with clear search intent are excellent targets. For example, ‘retirement plan’ is a keyword, but ‘How to plan for retirement’ is much better. The latter has a clear intent of what the searcher wants. 



Close every article or post with a call to action. This is essential. Whether it is ‘learn more’, ‘read the next/previous article’, ‘Schedule an appointment’ or ‘Subscribe for more’, you should always have a call to action.

You're the expert, so guide your audience to what's next. Don't expect them to know or use their initiatives.

Creating and publishing financial services content can be interesting and can put you ahead of the competition. How good it is and the results you get depend on how well these tips and several others are carried out. They also depend on the ability of your copywriter or copywriting agency.

For the best financial services content, contact us. We’re a reputable financial copywriting agency that delivers content that converts and helps our clients achieve their desired goals.

Copywriting is a valuable skill for financial advisers to have. It is not enough to be conversant with the subject of financial advice, you must be able to develop financial content that enthrals your audience and achieves your goals of creating new business.

To be proficient at writing financial services content, you need a good grasp of the fundamentals of writing. Writing for the web is not the same as other types of content, so a good copywriter must practice regularly to be able to deliver great content for an audience.

In this article, we will be sharing a few tips to help you improve your financial copywriting skills, helping you will become better at increasing reader engagement by creating relevant financial content for your audience.

No matter how good a copywriter you are, you can only write good content when you have a good understanding of your target audience. To do this, you must look beyond their gender, income, age, level of education, and likes. You need to delve deeper into the mind of your audience.

Ask questions like: what are their expectations, what are their values, what challenges do they encounter, and so on? Answers to these questions will help you to appeal to their mental and emotional expectations and employ the art of persuasion to market your product.

Once you have your audience figured out, you need to connect between your knowledge of your readers and your intentions, which in this case is to use your financial services content with the aim of either boosting brand awareness or building loyalty, trust and relationships with your existing clients.

This requires you to have a broad expectation from financial copywriting, as well as specific intentions on an article-by-article basis. An example is to grow your online influence in the financial services market as a broad objective, whilst a specific objective could be to market a newly-designed product to your existing clients and new prospects.

The best copywriters have a fair idea of what they want to write about in advance. The planning could focus on a few weeks or maybe every quarter.

What this does is it allows you to write with a medium-to-long-term purpose in mind. It is easier to connect with your audience when all of your content is interconnected and drives a predetermined theme. You also make it easier to keep churning out financial content regularly.

If you are having issues deciding, we suggest engaging a financial copywriting service to provide much-needed guidance on the subjects you can write about. As a general rule, your topics should reflect trending discussions and include keywords to increase your chances of getting high-ranking spots in search engines. You should consider planning a few months early when drafting blog topics. Having your topics laid out at least two months ahead is a good start.

To avoid coming off as boring to your audience, you need to find your creative edge and unleash it in your writing. Since your niche is financial services, you must find ingenious ways to make your content stand out from the crowd if you are going to see your influence grow. You could consider writing financial content for employees of Fortune 500 companies, for example, as your unique writing angle.

The business of money and investments can be serious and maybe sometimes boring; however, you are required to find ways to deliver interesting content regularly. You must be able to perceive how your audience will receive your message and make sure they find it exciting and engaging as much as possible. It is a tough ask sometimes, but you need to incorporate humour in your wording and presentation. With practice and motivation, you will find yourself doing it fairly easily in due course.

The key to gaining your audience’s attention is in your headline. News outlets have mastered this and use it to their advantage offline and online, and you must too.

Your headline must give an idea of what to expect without giving too much away. This is why you must take care to craft the perfect headline. The amount of time you spend making sure your headline is just right will culminate in more viewers for your blog.

Your audience will be turned off when your content is not visually pleasing. Your visitors will not spend much time on your blog, so you need to remove anything that will turn them off. You can achieve this by breaking up your article into smaller sections to make it easier to read. Keep your paragraphs as short and concise as possible. Try replacing long paragraphs with pictures that pass the same information across.

Your job is to give your audience what they want, to gain their attention and ensure they always come back to your website. Do not give your audience lots of unwanted information. Too many times, the headline of an article differs from what the audience expects and this could make them not return or they may even tell other potential visitors how bad their experience was.

You need to communicate your competence in your niche without losing your audience. You should ensure that you do not use complicated words that they will find difficult to understand. Where unavoidable, unpack such words so the audience can understand what you’re saying; never assume that they know what you mean. Do not include financial jargon in your writing or you might end up not achieving your marketing purposes.

You will lose your audience if you over-flog the subject of closing a sale. You need to strike a balance between persuasion and communicating competence about financial advisory products and services. People are cautious when it comes to the subject of their money. You should try to offer value and communicate why your product should not be ignored, as subtly as possible.

If you appear aggressive and overbearing on the subject of selling your product or service, your prospective clients will lose interest and you will lose the benefit of all your hard work.

Financial copywriting is quite different from editorial or news writing. It is a specialised skill that entails writing online copy for businesses and service companies in the financial sector. Ideally, a financial content writer will provide content like sales copy, landing pages, and blog posts that are aimed at selling your services.

These types of copy all have one distinct purpose: to encourage the audience to take action, such as signing up for a subscription, engaging with a service, or buying a service or product.

A good financial copywriter will develop good financial content from scratch, as well as edit and proofread content. So, if you aim to improve the grammar and readability of your financial content, a financial copywriting agency should be your first port of call. They can turn dull, uninspiring content into exciting and compelling content that will effortlessly convert your readers and drive sales.

For assistance with your finance content marketing strategy, we would love to hear from you. Please contact us today.

The intricacies of the financial services sector are quite challenging when compared with many other fields of business. Hiring a professional financial copywriting service to create content on financial products is important because the industry can be highly demanding.

How a financial copywriting agency goes about getting the job done hinges largely on understanding the industry and being able to express the most confusing concepts in a manner that is easy for readers to understand.

Since it is expected that anyone who operates in financial services can demonstrate a good understanding of the sector and be good with numbers, most people think writing financial content should be a walk in the park. An expert at financial copywriting brings the same to copywriting without losing the audience because of boring industry jargon.

To do this, copywriters treat every reader as a potential client whose thought and choice processes must be understood in conveying the ethos of a brand.

How Valuable Is Financial Copywriting To My Brand?

There are several ways a copywriter can present written content to your customer base. Your company can benefit from brand, services, or product promotion via business-to-business case studies, white papers, blog posts, content for your website, and so on. These are powerful tools to help with brand perception and communicating any information you want your audience to have.

When it comes to developing financial services content, there is no limit to the scope that a copywriter can deliver for a brand. The right copywriter will bring with them a wealth of experience covering different copywriting projects in the past. This will ensure that they are not new to the demands of creating diverse kinds of financial services content.

Different organisations make up the finance industry. They include insurers, asset managers, investment banks, financial advisers, stock exchanges, custom and administration providers, and so on. From the broad and well-established organisations to the smaller, more specialised ones, each company has the responsibility of developing financial content of the highest standard attainable.

The best financial copywriter is one who has previous experience in your niche, or at least one who only works on similar financial services content. A competent copywriter’s repository will include a good command of the following set of subjects:

What Is The Job Description Of A Financial Copywriter, And What Type Of Content Do They Produce?

Financial copywriters develop content covering the different needs of their clients; however, typically, jobs centre on online content. They include sales copy, landing pages, blog posts, email marketing, or webpage content. Whatever product or service you want to sell to any audience, a copywriter with financial copywriting skills can boost your sales turn over.

Financial copywriting is quite different from editorial writing or doing news pieces. Good copy needs to have what it takes to persuade any audience to take action on whatever is being sold. Copy is often geared at making the reader subscribe to a service or mailing list, or to buy a product or service. The wording is custom-styled to encourage a specific audience to do this. The ability to create this kind of content is not something the inexperienced can pull off easily.

Apart from creating content from the top to the bottom of the sales funnel, the services of financial copywriters also include proofreading and editing content for clients with a blog or landing page. They can help you correct anything in your copy that you might be unsure of, such as your use of grammar, readability, and delivery. If you require any of these services, hire a financial copywriting agency today.

How Is Financial Copywriting Different From Other Forms Of Writing?

The financial services sector is quite complicated, and rife with strict regulations. To operate in the sector, whether you are giving advice or selling products to your audience, you must comply with these regulations. For this reason, a financial copywriter’s content must meet these industry regulations without dampening the message they want to pass across.

The regulating body for the financial services sector in the UK is the Financial Conduct Authority. They oversee financial promotions in the industry. The message behind any promotional activity or advert must be clear and fair to everyone. There is no room for information that could confuse or mislead your audience. These are just some of the regulations a finance copywriter or financial copywriting agency should know about to avoid non-compliance.

Ambiguous claims are not acceptable in financial copywriting; your copy must be void of any misleading information or errors, even unintentionally. This is the nature of the pressure that comes with developing financial services content.

Do You Have Sufficient Knowledge Of Your Audience?

The world of financial copywriting is vast. Apart from a few disciplines in the sector that cover a very specific audience, your copy will address an audience with different interests. Whatever the subject is, you can develop your sales copy for different sections of your audience, from investment opportunities to retirement finance, off-shore investments, cryptocurrencies, and many more.

Financial content largely focuses on the middle class, who are often career-driven and possess a substantial amount of disposable personal income they can invest. This does not, however, qualify as a broad classification of your target audience. Your content needs to speak to the person your audience desires to be in the future, now.

Your audience comprises of a wide range of personality types, from the moderate to the extreme. Your content needs to pique the interest of these different personality types. You should be able to connect with moderate personalities and those at both extremes: optimistic people on the one hand, and pessimists on the other. You need to understand that some people in your audience might already be subscribed to one or many of your newsletters.

It is these people who require you to deliver content that eliminates any skepticism about your brand whilst offering value consistently. You will have to consider the fact that some of your audience will be hesitant about taking action, irrespective of how much effort you have put into optimising your topics with trending issues.

It is the job of a good financial copywriter to find a way to connect with specific sections of your audience and deliver your message to them effectively.

If your company operates in the financial services sector and you would love a specialist firm to manage your financial copywriting interests, then you should consider hiring a financial copywriting agency that can serve your brand interests.

The business side of the financial services industry is demanding and time-consuming. A team of expert financial copywriters can take over the responsibility of developing your content so you have one less thing to worry about. Let the experts bring the specialist touch to your brand awareness and visibility, and consolidate your position in the financial services marketplace.

If you need help with creating financial content, we would love to hear from you. Please get in touch today.

It’s important for companies in the financial services sector to get their blog content more than any other industry. Their business is other people’s money, and with this sensitive subject comes topics such as savings, debt, the future, family, quality of life and even finances and death. Financial services touch every aspect of a consumer’s life, which is why blog content in this industry has to be trustworthy, useful, compliant and, most importantly, human. Follow our top tips for writing great blog content for financial services brands.

1. Make it easy to read

Your financial services blog copy needs to be as clearly written as possible. Think about why your audience is there and the purpose of the blog post. You don’t want to leave readers befuddled, overwhelmed or confused by reams of professional language or terminology. You need to use well-crafted and engaging copy that speaks their language and can make your point in an interesting, enjoyable way. Use headings, highlighting, bullet points, lists, and a clear narrative to bring your point home.

2. Get visual

If  you’re talking about statistics, percentages or any kind of interesting data, sometimes words alone won’t cut it. The Financial Times is a great example of a financial services publisher that uses visual data to bring stories to life, with a whole content section dedicated to charts and graphics. Factoring in this kind of content into a blog post, maybe even as a video or infographic, really helps to simplify content and keep audiences engaged.

3. Stick to brand guidelines

Brand consistency is key. From offline communications to social media messaging, paid media copy and blog content, the audience in question must quickly recognise what they’re engaging with as belonging to a certain brand. This helps to create trust, a key trait in the financial services brand/consumer relationship. Spend time understanding your brand’s guidelines around tone, style, personality and values. Plenty of financial businesses are breaking through the marketplace with strong brand presences, like Lloyds Bank and its promise to ‘be by your side’, so it’s more important than ever to understand what your brand stands for and to bring that to life using blog content.

4. Humanise your content

Take a look at First Direct, which demonstrates this point fantastically well. Its web copy speaks to its customers like you’d speak to a friend. This kind of tone invites you to trust and like the brand, and want to hear more about what they’ve got to say. Whether you’re writing for consumers, partners or professionals, you’re still writing for real people, and this kind of conversational language can help your blog content really start to build relationships and leave a lasting impression on your audience.

These top tips are surefire ways to start writing great blog content for financial services brands. Looking at the example brands referenced above, and other big names in the financial services market, and it’s clear to see that the days of dry, overwhelming, purely transnational content are over. Follow these tips and start creating first-class content that your audiences will connect with, understand and trust today.

Get in touch with WooContent today to discover how as a copywriting agency we can help you with writing great blog content.


For FinTech start-ups, an effective content marketing strategy can harness influence within the sector, tip funding bids in their favour and drive sales.

In the ever-evolving field of financial technology, it’s especially important for FinTechs to stand out from the crowd and position themselves on the edge of innovation. We look at how carefully planned FinTech copywriting can help start-ups weather the storm as they aim to develop into sustainable, in-demand businesses.


The FinTech landscape

According to figures released by HM Treasury, the sector received a record £2.1 billion investment in the first three quarters of 2017, an impressive figure considering uncertainty in the UK’s financial industry following the Brexit vote. Perhaps even more surprisingly, data from London & Partners also states that UK tech firms attracted approximately four times more funding in 2017 than Germany, France, Ireland and Sweden combined. One thing is certain: the market is buoyant for FinTech start-ups.

Content strategy: counteracting start-up stumbling blocks

Despite no shortage of funding opportunities, FinTech start-ups face a number of challenges as they navigate the journey to becoming an established company. Below, we take a look at some of the most common stumbling blocks and the way in which effective content strategy services can help minimise them:

• Recruitment

The rise and growing success of FinTech companies mean candidates are certainly not short of opportunities. To attract the best talent, start-ups have to work hard to outshine fellow recruiters. On top of this, as the sector experiences rapid growth, it is also experiencing a shortage of data scientists, developers and FinTech specialists which emphasises the need for start-ups to position themselves as attractive, innovative places to work. A content marketing strategy focused on positioning the business in this light is crucial in order to compete for and attract the best talent. Think punchy, engaging careers pages and fresh job descriptions that echo brand ethos.

• Funding

With the majority of FinTech start-ups funded by angel investors, an effective content marketing strategy could be the difference between securing funding or sinking. A sleek, well-structured website containing useful, easy-to-find content tailored to potential clients reassures investors that the business is well-positioned to generate leads and drive sales, and shows they understand the power of inbound marketing.

At WooContent, we work alongside businesses to ensure your website is polished and written in a way that places you as an expert so is appealing to target clients.


• Brand awareness

As we’ve seen, FinTech start-ups are enjoying record amounts of investment, but these funds are often required for development, resulting in surprisingly modest marketing budgets. The ability to create and develop brand awareness on smaller budgets therefore becomes a real plus. In many cases, adopting an inbound content marketing strategy is a great way to achieve this.

Running social media campaigns built on organic content of genuine interest to potential clients is one way of increasing awareness of your brand. Monitor social interactions amongst your target audience and take note of popular content that may guide and inspire your campaigns.

According to Search Engine Journal, inbound leads typically generated from SEO, blogs or social networks have been shown to cost 60% less than outbound leads such as more costly cold calling or email marketing, with statistics from Doyen Digital via Search Engine Journal showing that SEO-generated inbound leads have a 14.6% close rate, while outbound leads have a 1.7% close rate. Creating organic content that resonates with your target clients and incites them to engage with you is key here.

• Generating leads and enquiries

Lead generation is a huge part of gathering momentum as a start-up. Email marketing is a great way of generating and converting leads. Email campaigns should be complemented by engaging landing pages and bold CTAs. Make calls-to-action short and actionable and ensure landing pages work in harmony with them. Landing page copy should consistently root back to the message conveyed; whether this concerns buying a product, signing up for a service or subscribing to a newsletter. Further tips on this can be found on CMI’s website, where they’ve compiled suggestions for creating click-worthy calls-to-action.

FinTech start-ups enjoy a privileged position in a sector that, despite national economic uncertainty, continues to grow and gain ground. Even so, for start-ups to achieve longevity and financial success, a creative, fresh content marketing strategy is crucial. Barriers to success are encountered throughout the formative years of a start-up, and whilst many established FinTechs have broken through them with excellent business models and content strategies, many young start-ups stumble due to a lack of understanding of the integral role played by good financial services copywriting within business development.

FinTech start-ups have a lot a stake and everything to play for. A great content management company will advise you where best to focus your funds in order to best present your business without breaking the bank.

WooContent is an expert in providing high-quality SEO copywriting services and innovative content marketing strategies for all budgets. Get in touch with us to discuss your needs.

In 2016 it was estimated that 89% of British households had internet access, rising to 94% in London and the South East. With 82% of adults logging on daily or almost daily, the impact that the internet has on our day-to-day lives can’t be overestimated.

The financial services industry is definitely not well-known for engaging with consumers. When you combine the often dry subject matter with a negative image shrouded in mistrust, and add a healthy dose of message and data regulation, financial marketers could be forgiven for thinking that content marketing is a non-starter.

Reports suggest that consumer suspicion often leads to a general apathy towards financial businesses. Similarly, because the industry is so tightly regulated content can often lack a human voice due to the vast number of checks it has to go through.

But these challenges are exactly why financial marketers should invest in a content marketing strategy. The challenger banks and Fintech companies are already showing how well it can work, and established banks like Barclays are investing heavily. Content is the perfect method to create material that really resonates with consumers, builds trust, alleviates consumer anxieties and fills any gap in the market where other financial services fall short.

“Where money is concerned, trust is the ultimate commodity,” explains Piers Moore Ede, Head of Digital at Companydebt.

“There’s no doubt that smaller companies with greater digital talent have the agility to come up with solutions the banks have never dreamt of. So how can finance brands on the web establish the kind of credibility that a high street bank, for example, offers by dint of its long history and brand awareness? Some of the answers to this are: exceptional customer service, transparency, and the personalised, frictionless user experience.”

For your content marketing efforts to be truly effective you must implement a well thought out content strategy. This should demonstrate your brand’s expertise and authority and support the delivery of an exceptional customer experience.

In this article we’ve highlighted the steps you should take to start the journey towards effective financial services content.


Goals and objectives

Before you begin planning your content, identify your reasons for creating it. What are your goals and objectives, as a marketing team and a company? Why are you circulating this information? Who exactly do you want to reach?

Aligning your content to your business goals is crucial in achieving the outcome you want. The most common goals for content marketing are to increase:

• Brand awareness
• Engagement
• Customer retention/loyalty
• Lead generation
• Sales

Make sure the majority of your goals are measurable. As the name suggests, a measurable goal is one that can be quantified, like sales or leads.

Increasing brand awareness is a valuable objective, but how are you going to tell if you’ve been successful or not? Break it down into metrics you can quantify, like social followers, site traffic or newsletter sign ups, and set targets. That way you can repeat any tactics that work in achieving your goal, and review or stop the ones that don’t.

Whatever your objective, make sure you always have an eye on how this is impacting the bottom line. Revenue and ROI are the metrics that all efforts are ultimately measured against.


Identify buyer personas

buyer persona

Next, identify your target audience and create your buyer personas. These are semi-fictional representations of your ideal customers and are a fundamental part of implementing a successful content marketing strategy. A buyer persona will detail the characteristics, wants, needs and challenges of each unique segment of your audience. Make sure you research your audience segments and understand the questions they are likely to ask before they make a purchase.

For the purpose of this article, let’s say we are marketing home improvement loans. An example buyer persona might be a professional parent looking to renovate their kitchen.

The next step would be to flesh out this persona in greater detail:

• What job do they have?
• What motivates them?
• Do they have children?
• How much do they know about personal loans?
• What are some of their possible concerns about taking out a loan?
• Where do they spend their time on the web?
• How do they consume their content and in what format?

Below is an example template from Hubspot, which you can download here. Your personas should help you understand your customer’s wants and needs in more detail, and in turn deliver more targeted content.

Buyer persona Sample Sally.jpg

The path to purchase

Once you’ve identified your personas you need to look at their potential user journey, or purchase funnel. Where is their first port of call for financial information? How do they prefer to consume their content? Which channels do they use?

In order for you to map this effectively, it’s important that your buyer personas and purchase funnel work alongside each other. For example, a 21-year old student looking for advice on student loans might consume content differently to a 65 year old retiree looking for a home improvement loan.

It’s extremely important to understand the cognitive stages an individual goes through during the buying process for a product or service. At Ad-Rank we use the AIDA model when mapping out a customer’s purchase journey:


Awareness: promoting your brand or service/ generating brand awareness. At this stage your buyer is likely to be unaware of your company and the fact they have a need. Content should be focused on your buyer’s pain points – not your brand.

Interest: generating interest in the benefits of your products or services. This is where the research begins as buyers explore their options.

Desire: showing your brand personality and authority. This should move your customer from liking your business to wanting to enlist in your service.

Action: moving the buyer towards taking the next step. This could be downloading your whitepaper, joining your company newsletter or making a call.


Content Types

woman typing

Whilst they might move down the purchase funnel in a similar way, the types of content you choose at each stage of the journey will differ. For instance, your student demographic might be more responsive to a social post, whereas your retired demographic might benefit from a tutorial or “how-to” article.

Different content types perform very different roles in the user journey. For a financial services business, the types of content you choose at different stages of the purchase journey might look like this:

Awareness and Interest/Bottom of the funnel content:
• eBooks
• How-to blog posts
• Resource pages
• Social posts
• “Top tip” guides

Desire/Middle of the funnel content:
• Case studies
• Videos
• Reviews and testimonials
• FAQ pages

Action/Bottom of the funnel content:
• Whitepapers
• Cost calculators
• Product trials
• Introductory incentives- for instance a free audit

Map the content you deliver to your personas alongside the different stages of the user journey, and it to move them towards your goal. You might also want to associate content distribution channels (eg. Social media, email newsletters)


Keyword research


Keyword research is a crucial part of any content strategy. Quality content that is valuable to users will improve your position in the search rankings and ensure as many people as possible find you and your work.

To make sure your content has the greatest impact, thoroughly research the most valuable keywords to your business. You should always have these in mind when creating any new content piece, and look to include them and link back to your website where possible. Your quality content will hopefully be shared many times, which can be hugely beneficial for your backlink profile. Use the Google Keyword Planner to find and quantify them.

As with content types, consumers will use different keywords at different stages of the purchase journey.

By reviewing the keywords searchers are using, you can tell (with reasonable accuracy) where they are in the decision making process. The content you create to target them should reflect this.

Someone searching for “personal loans for home improvement” has already identified the kind of service they are after, so creating content that targets your users’ intent will help you gain more targeted search traffic and develop stronger leads.

To find your top converting keywords, in your Google Adwords or Analytics accounts, look at the "all time highest converting keywords”. You will often find your converting keyword will be a long tail phrase rather than a generic term. Visitors are more likely to use long tail keywords when they’re closer to a point-of-purchase.

Keep your eye out for potential keyword opportunities. Identifying a search term with a high search volume and low difficulty score can be a real win. The search advertising marketplace for financial services is very competitive, but that doesn’t mean it’s impossible. Identifying a gap between supply and demand you can help bring in a healthy flow of targeted traffic to your site.

Keyword analysis tools like the Moz Keyword Explorer allow you to identify keywords that have a high monthly search volume and a low difficulty score. The search volume indicates the number of people using that particular keywords while the difficulty score suggests the amount of websites competing for that particular search term.

When creating your content, remember that search engines are looking for high-quality items that benefit the users, not just pages stuffed with keywords, so it’s important to leverage them where you can but not to the point of sounding like a robot.


Create a calendar of events


When you start planning your content strategy it’s also useful to consider broad themes and financial trends throughout the year. For example, your calendar of events might look something like this:

January-Feb: debt consolidation, interest in mortgages from first time buyers
March-April: ISA season
May-July: Travel credit card interest peaks
Aug-Sept: Search interest for student credit card peaks
Oct-Dec: Tax returns, Christmas holiday spending




Ideation is the process of generating ideas to form specific titles and pieces of content. There are many different methods, but the important thing is to use all the research above to get into the mind of your audience. Create content titles you think they will find valuable and useful.

You can use this comprehensive guide from the Interactive design foundation to help you. To focus your thinking, map your ideas into the broader trends above.

Repurposing should also form part of your strategy. Once you’ve got a great idea for a blog, think about all the other formats you could reuse the information for. Could you summarise the main points in an engaging video? Are there enough interesting stats for an infographic? Could you expand on the idea and create an ebook?

Repurposing content ensures you get as much mileage as possible from your good ideas.


Reporting and Analysis


The most important objective for reporting and analysis is to quantify the success of your content strategy and look for ways you can make it more efficient and more effective.

Reports and dashboards should be focused on measuring your performance against the goals and objectives you set out at the start. Each goal will have a different set of metrics, like these set out by Moz.

When assessing your Google Analytics, observe your visitors’ behaviour on your content pages. Don’t get tied up in traffic volume alone. Make sure you have a view of how much time your visitors are spending on your site. What is the average number of pages they are viewing? Take a look at this article from Google to understand how to track behaviour flow. This should help you have a better view on which areas of your site are getting the most engagement and which areas need improvement.

For example, if you have a high bounce rate, it might be that despite your content ranks well for a certain keyword, it is not delivering in terms of user intent. This can be fixed by running a content audit of under-performing pages to identify where any improvements can be made.

It's crucial to ensure you're using reports to take action and inform strategy going forwards.




As part of any content production process, you must keep the FCA in mind and your compliance team in the loop.

Give them the opportunity to review and feedback at various stages throughout the process. Whilst you might not have compliance teams present at the brainstorming stage it is recommended they at least see the content plan once initial ideas have been discussed. You don’t want to spend hours on a great piece of content, only for it to be rejected at the final hurdle.

Often the biggest challenge for marketers is not the processes or number of guidelines, but the fact that the governing boards that enforce the rules are constantly changing them. This presents difficult challenges for marketers who are forced to alter the way they communicate and market their products and services.

Keep informed and up to date with latest regulations to prevent this. We recommend subscribing to the governing board’s newsletters or alerts, which will provide you with a notification when something changes.


Finding your voice

coloured chips

Every successful brand will have their own style and personality. For financial brands, creating a unique brand identity can seem like a challenge because of oppressive compliance constraints. However, it’s one of the most important (yet unquantifiable) ways that will set you apart from your competitors - just look at First Direct.

While compliance has to come first, it’s not a license to be bore consumers with jargon. In fact it’s a good reason not to.

Piers Moore Ede explains:

Brand identity in finance is even more important than most other industries. People have lost faith in traditional finance providers, to some degree. While this represents a huge opportunity, it also means the starting point for a Fintech brand is the back foot. Trust needs to be clawed back, and this means an impeccable digital presence, and a keen eye on current innovations.

What next?

Rather than trying to emulate the most comprehensive of marketing hubs straightaway, start small. Identify the low hanging fruit and iterate and improve as you go. Of course, if you do find you need some assistance we’re always here to help.

We have a tried and tested methodology for helping you to plan a finance content-marketing strategy
that will deliver strong, sustainable results over the long term. So if you would like to learn more about how we can help you achieve your content marketing goals, get in touch today!

In the financial service world of numbers, balance sheets and bank accounts, content marketing can often seem like a daunting prospect. However, we're going to show you how this is possible with a little help from a good copywriting agency.

Finding a fresh angle for what some would consider a dry subject matter is no easy feat. Plus, financial copywriters are often faced with concerns about compliance and the need for disclaimers about financial advice and market predictions. Because of this, two factors remain at the forefront of financial service writing — transparency and authority.

With so much confusing data involved in the financial services industry, transparency helps current and potential customers feel that you are giving them authentic and catch-free advice. Investing in quality content means customers will be more likely to trust your brand above other, less-transparent competitors.

Similarly, becoming an authoritative voice in the industry builds your credibility. Using your inside knowledge of the industry as the basis for your content allows customers to find answers to their complex questions — meanwhile building trust and awareness for your brand.

Below are some examples of excellent content from financial service businesses that balance transparency, authority and brand voice that you can consider adopting for your own content marketing strategy.

Video vs copy: Barclays’ expert use of visual tutorials

Though many may assume that Barclays — a long-time, major player in the financial world — has captured a large enough share of the market. Even this well-known bank needs a fresh content marketing plan.

Barclays’ video tutorials deliver exactly that.

Because of the complexity of technical information they needed to address, Barclays realised that video content is a faster, clearer way of relaying new apps, platforms and functions than traditional printed word. They frequently update their YouTube channel with short — less than two minute — videos on digital safety, saving money online, going digital and more.

With over 600,000 views on their top-watched video, Barclays understands that video content is the way forward in a fast-paced culture looking for bite-sized information to explain intricate topics.

Key takeaways:
Consider using video content to explain complicated topics and meet the needs of today’s time-limited consumers.

Finance and Facebook: an unlikely pairing used by Experian UK

While you may not naturally think of Facebook when you think of financial advice, Experian UK — known for its credit score services — has been using the social platform to engage with potential customers.

Experian’s active presence on the network uses many of its key features, such as Facebook Live, to reach their audience.

Perhaps the most impressive piece of Experian UK’s page is the extensive amount of content the credit score company can create around its credit and financial services. On top of standard advice about credit scores, mortgages, loans, etc., Experian’s most popular content covers relatable topics, such as how to save money on holiday insurance this summer and the steps to mortgaging your first home with your partner.

Meanwhile, Experian also shares relevant information from authoritative sources such as The Telegraph and The Guardian on topics related to credit cards, scores and personal finance.

Finally, Experian does an excellent job of adding calls-to-action to their posts using Facebook’s new reaction feature, allowing people to Like for ‘yes’ and use other reactions for various alternative answers.

Key takeaways: 
Use social media networks to engage with your audience and approach content from new angles. Always keep the customer in mind and answer their questions. This will build brand credibility without seeming too sales-oriented.

Even in a complex and technical industry such as financial services, intriguing content creation is a viable and successful option to garner the attention of your target audience.

When you create simple, easy-to-understand videos, posts and copy, you build trust, competency and relationships with customers that a well-designed website or fancy app simply wouldn’t. Like Barclays and Experian, relating to your audience should come first, and profitable business will soon follow.

If you’re looking for help with your financial services copywriting that will educate and inform your customers, get in touch with WooContent today.


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