Content Creation in Financial Services - Challenges and Overcoming Them

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Challenges in Creating Content for the Financial
Sector and How to Overcome Them

• https//goodmanlantern.com/

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Businesses in the financial industry have a
unique set of challenges when it comes to content
strategy and creation. As an industry steeped in
regulations and complexity, creating quality,
engaging content isnt easy. But with the right
content strategy, youll be able to leverage your
content to educate customers, reassure them by
demonstrating your expertise, and make a real
difference to your bottom line. The trick to
creating the right strategy is knowing what these
challenges are and having solid plans to overcome
them. In this article, well cover four of the
main financial content marketing challenges and
provide some ways to mitigate them.
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Four Financial Content Marketing Challenges and
How to Overcome Them
Lets look at four of the biggest financial
content marketing challenges and how you can
tackle them.
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1. Maintaining Regulatory Compliance
Regulatory compliance is central to content
creation in financial services. Government
agencies such as the Federal Reserve Board, the
Securities and Exchange Commission, the European
Banking Authority, or the Financial Conduct
Authority set strict rules about the language
that you use and the assurances you make in
content. Financial content marketing must
follow these detailed guidelines. Failure to do
so can result in hefty fines and reputational
damage.
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The fact that these regulations are ever-changing
is one of the most significant challenges of
content creation in financial services. You must
stay abreast of new or changing regulations to
ensure your content is compliant. You must also
be able to prove compliance with regulations if
youre questioned. To address these challenges,
you should work closely with legal teams. They
can create a compliance review process to check
and approve all content before you publish. You
should also invest in training and education for
content creators to ensure they have a thorough
understanding of the regulations. Alternatively,
work with expert writers and editors that
understand the industry.
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2. Explaining Complex Products

• Explaining the benefits of your products and
  services in your content is vital, but many
  companies fall short here. This is because
  financial products or services are difficult for
  the average person to understand, and creating
  content that communicates their value to
  potential customers is challenging.

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To make your content successful, you need to
translate complex information into simple
language for your target audience. According to
Invoca, 90 of loan and mortgage consumers, 85
of check cashing consumers, and 76 of tax return
preparation consumers start their journey with an
online search. The purpose of this search is to
gather more information and understand their
options before making a decision. This creates
a great opportunity to leverage your financial
content marketing to address their questions. You
could also create content that reassures them to
encourage them to make a purchase. To improve
content creation in financial services, invest in
training and education for your content creators.
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This may involve providing training on the
technical aspects of financial products and
information on effective communication
strategies. You could also outsource this to an
agency that already have the skills and
knowledge. With the right training and
resources, your content writers can demonstrate
the benefits of your products.
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3. Targeting a Diverse Audience
The financial industry serves a wide range of
customers, from young adults to retirees. Each of
these groups has different needs, concerns, and
financial goals. As such, it can be difficult to
create content that appeals to all. Also, you
need to consider your audiences cultural and
linguistic diversity and try to create content
that is inclusive and accessible to everybody.
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• To address these challenges, you should segment
  your audience. Then, create targeted content for
  different age groups, income levels, or life
  stages. Before writing any content, research your
  target audience and use the data you collect
  about them. This gives you a deeper understanding
  of exactly who your target customers are and what
  their wants and needs are.
• Once you create compliant content that explains
  your services in language that a diverse audience
  understands, youre ready to post.

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4. Measuring the Success of Your Strategy
Financial products are complex, which often means
consumers have a long decision-making process
before they take action. Because of this, it can
be hard to measure the success of your content. A
customer may read an article or watch a video on
a financial service or product. But this doesnt
mean they will buy or invest immediately.
Because the decision-making process can take
weeks or even months, it can be difficult to
attribute a sale or lead to a specific piece of
content. You may also have trouble measuring
customer engagement and satisfaction as these
metrics are difficult to quantify.
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• To mitigate this, you should adopt a holistic
  approach to measuring success. Track various
  metrics, such as website traffic, lead
  generation, and customer satisfaction. Use
  analytics tools to gain insights into customer
  behaviour and preferences. Additionally, you can
  use surveys or focus groups to gather customer
  feedback.
• All of this information gives insight into the
  effectiveness of your financial content
  marketing. Its also important to track the
  customer journey and the touchpoints that the
  customer has with your content. This will give a
  better understanding of the effectiveness of the
  content in the decision-making process.

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• If you want your content strategy to work, you
  must overcome these challenges. Unfortunately,
  many businesses find this difficult without
  professional help.

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Does Your Financial Services Business Need
Professional Copywriting Help?

• Creating content for the financial sector takes a
  lot of work. If you are struggling to get your
  strategy right, Goodman Lantern is here to help.
  Were an experienced, award-winning content
  creation agency working across industries. We can
  help you develop the best content strategy for
  finance and overcome the unique challenges you
  face. Get in touch today to learn more about our
  services.

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