OF PEOPLE WANT TO LEARN ABOUT PRODUCTS AND SERVICES THROUGH CONTENT RATHER THAN TRADITIONAL ADVERTISING.
CMI RESEARCH 2017
This is great news if you’re a content marketer in financial services. But it doesn’t mean we can just throw a bunch of sales literature at people thinking it will work.
Our audience is bombarded with hundreds of different pieces of content every day.
And according to the FT, financial services organisations are spending more than double the amount of time producing content than other industries, but seeing the content perform 20% worse than average. So it’s clear that creating more content alone won’t help engage our audiences.
SO HOW CAN WE FIND A WAY THROUGH THIS CONSTANT NOISE AND GRAB THE ATTENTION OF DECISION-MAKERS?
04 DIGITAL DEVELOPMENT
TRACKING SUCCESS. When utilising video content, marketers can better track exactly when consumers stopped watching, how many full and partial views a video has received and how often a video actually brought the client business. Compared to text, the ability to track individualised video results is revolutionary.
Consumer journey tracking software like Google Analytics and a wealth of new apps coming out, allow for users to track how efficiently their content is performing on their website.
MOBILE OPTIMISATION. The most important rule when optimising your content for mobile is to keep it simple. Mobile should be much less intensive than regular online content and should be easy to navigate. Headlines, first paragraphs and sub-headers become even more important. In mobile they have to have a timely hook, be benefit driven and be highly relevant to your audience.
And the way that mobile content is formatted is crucial. Choosing the right colours, the right fonts, the right layouts, and the right visual elements – such as photos or videos – will all contribute to how engaging your mobile content will be.
SEO is a huge area that requires it’s own dedicated piece. If it’s important to you and your business that your content ranks highly on search engines then you’ll need a full blown SEO strategy.
The thing to keep in mind is that high-quality relevant content will always win through. Knowing your audience well, giving them content they need and that adds value will go a long way to to making your SEO healthy. It will also mean you are using words they would commonly search for and means pages are focused to specific search terms so become more effective.