What to Look for in a Finance Content Marketing Agency

January 17, 2023

As financial services gets closer and closer to end custoemrs, more people are looking to their banks and advisors to get educated about their financial choices and best practices. This is a big leap, since many people don't have a firm grasp of how finance works and how to best maximize their chances of success, which is why financial advisors exist in the first place. According to Hubspot, nearly half of buyers (47%) view 3-5 pieces of content before engaging with a sales rep, and almost 9 out of 10 investors spend an hour or more on research before making an investment decision. On the whole, 61% of consumers’ buying decisions are influenced by custom content and content marketing is now being used by more than 80% of finance marketers.

Simply put: Content marketing has arrived as a bonafide outreach channel for finance.

But how can firms get started? As with most B2B problems, this often calls for outside expertise in the form of a dedicated finance content marketing agency.

What is Content Marketing?

Simply put, content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience with the ultimate goal of driving profitable customer action.

Content marketing is not about selling products or services directly, but about building trust and relationships with your target audience. The goal is to provide them with valuable information that they can use to make informed decisions, solve their problems, or simply entertain them. By consistently providing valuable content, you can establish yourself as a trusted authority in your industry and build a loyal following.

There are many different types of content that can be used in content marketing, including blog posts, articles, ebooks, infographics, videos, webinars, and more. The key is to understand your audience and what type of content they are most likely to engage with and find valuable.

How to Choose the Right Finance Content Marketer

When it comes to creating a content marketing strategy for a finance brand, it’s important to partner with an agency that understands the industry and can deliver results. However, with so many content marketing agencies to choose from, it can be overwhelming to know where to start. In this blog post, we’ll discuss the key factors to consider when selecting a finance content marketing agency.

Industry expertise

Perhaps the most important factor to consider when selecting a finance content marketing agency is their industry expertise. The agency should have a deep understanding of the finance industry, including the latest trends and regulations. This will ensure that they can create relevant and valuable content that speaks to your target audience and addresses their pain points.

An agency with industry expertise will also be able to create content that is compliant with regulations and guidelines set by organizations such as the Securities and Exchange Commission (SEC). This is crucial for maintaining the integrity and credibility of your brand, as well as avoiding any legal issues.

Results-driven approach

Another important factor to consider is the agency’s approach to delivering results. The agency should have a track record of delivering measurable results, such as increased website traffic and conversions. They should also be able to provide analytics and data that demonstrate the effectiveness of their content marketing strategy.

It’s also important to have realistic expectations when it comes to results. Keep in mind that creating a successful content marketing strategy takes time and effort, and you may not see immediate results. However, a good agency will be able to show steady progress and improvements over time.

Strong writing and editing skills

The quality of the content that your agency produces is crucial for the success of your content marketing strategy. The agency should have a team of writers and editors who possess strong writing and editing skills. They should be able to create high-quality, engaging content that is tailored to your target audience.

It’s also important to ensure that the agency has a thorough editing process in place, as errors in grammar or punctuation can negatively impact your brand’s credibility.

Flexibility and adaptability

Your content marketing strategy will likely evolve over time, and it’s important to have an agency that can adapt to your changing needs. The agency should be able to work with you to understand your goals and objectives, and adjust their approach as necessary to deliver the best results.

A good agency will also be open to receiving feedback and making changes to their approach based on your input.

Experience with SEO and analytics

In order to reach your target audience, your content needs to be visible to them. The agency should have experience with search engine optimization (SEO) and be able to optimize your content for search engines. This will increase the visibility of your content and help drive more traffic to your website.

The agency should also have experience with analytics, as this will allow them to measure the effectiveness of their content marketing strategy. They should be able to provide data and insights that demonstrate the impact of their work on your website traffic and conversions.

Strong communication and collaboration

Having a good working relationship with your agency is crucial for the success of your content marketing strategy. The agency should have a team that is easy to work with and has a good communication and collaboration process in place.

It’s important to have regular meetings and check-ins to ensure that the agency is on track with your goals and objectives. The agency should also be responsive to your needs and open to receiving feedback.

Reasonable price

Last but not least, it’s important to consider the cost of the agency’s services. At Layup, we work with all of our clients to determine rates that make sense from an ROI standpoint. Contact us to learn more.

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