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Finance giants, entrepreneurs, and startups are all utilizing content marketing in their financial services marketing strategies to strengthen relationships with existing and potential clients

As you know, content marketing in financial services refers to the words, images, and data that financial services marketers use to engage the interest of a specified audience in order to educate or support a business goal, such as opening a bank account or finding a cheap mortgage. The impact of content is defined by the values, aspirations, and propositions that a brand/service/product seeks to convey. Content within the financial services industry is changing because customers are no longer responding to a ‘one-size-fits-all’ approach. It also has unique considerations such as the heavily regulated environment and the emergence of new access points such as smartphones and tablets. In order to respond to these changes, it is critical that banks, insurers, advisors, and all finance sector companies have a…

Implement research-driven, customer-centric marketing to truly optimize your finance or bank marketing strategy and compete in a competitive digital landscape

A recent study of challenger bank marketing tactics caught my attention since it highlights the digital disruption in the financial services industry. What can businesses learn from this challenge in a situational analysis of their own environment, and how can marketers optimize their financial services marketing using this research? If you're a marketer in the finance sector right now, you will have witnessed huge changes in the industry in the last 12 months alone, with more customers making financial decisions online leading to increased competition and challenges for financial services and banking industry marketers in both the macro and microenvironment. Therefore, using research such as the challenger banks case study below can help you structure a winning marketing strategy. As we know, the first stage in a marketing plan is…