The unfortunate fact is that when numbers or graphs are involved within financial content, the eyes of the average Joe glaze over. On social media his thumb will instinctively scroll past the easiest of figures instead of trying to make heads or tails of them. Changing consumer habits and audience expectations since the birth of neo-banks including Monzo, Revolut and Starling mean that you need to adapt new techniques to drive engagement and build trust - particularly when figures and more complex data need to be shared.
Luckily there are several easy ways to create engaging content that will still adhere to your company's core objectives whilst giving your audience a reason to pause and take it in.
A fantastic way to break down hard to swallow information is to create an infographic - a more visually aimed method of displaying or jazzing up complex content.
Using an infographic as a content tool will force you as a company to scale back, and only outline the most relevant points to the reader. Whether you are explaining how to invest in the stock market or the different types of ISAs, by making the text minimal and the colour pallet appealing, people will pause at the details displayed in an interesting manner.
Because constructing infographics requires considering how the copy will fit into small spaces, it’s a great exercise in helping to minimize jargon. Technical text that the average consumer won’t understand is a sure-fire way of causing them to disengage with your content - no matter how visually alluring.
Keeping things simple and readable gives your financial content a better chance of success.
Those embarking on the first steps of their financial journeys all have the same key questions. They are questions that you, as a company, will have had to answer hundreds of times, and will surely have to answer hundreds of times more. An easy content tip is to answer these burning questions across social media.
A simple graphic card with any of the following text “Money Saving Tips” “Pay Less Tax” “Bitcoin Explained” will immediately capture the attention of many who have likely searched: How do I save more? How do I pay less tax? and What is Bitcoin?
The great thing about having these graphic cards, is that they can be seamlessly used across all your platforms, which will in turn dictate how much information you give in your answer.
For example, used on Instagram you can add nine more cards (reaching the maximum of ten images per post) for users to scroll through keeping information quick and easy. Used on Twitter you can create a thread, keeping each tip under 240 characters and used on Linkedin, you could go into more detail as those users are typically happy to spend longer taking in information.
By giving answers to broad stroke questions and debunking common finance myths, you are sure to have a steady rolling influx of people directly seeking out your brand, as you, unlike your competitors, can cater to its audience’s wants and needs.
It is more than likely that it will be impossible to condense all there is to consider on a particular topic into an infographic or social media post. This is where explainer videos come in.
An in-depth video on a specific topic whereby you go over the most important details including the pros and cons of each so the viewer can make their own informed financial decision.
Most likely the person watching your explainer video was seeking information on its topic rather than stumbled upon it. This means they are willing to invest their time taking in and digesting a lengthier video. However it is important that you don’t get caught up in old habits.
Keep things simple and organised allowing the viewer to follow through step by step, without needing to take the video back multiple times. If you use jargon - explain its meaning, simplify with metaphors to help in their understanding and show that you are on their side.
By having one or two faces behind the majority of your explainer videos it then allows your brand to become more personable to the viewer. You establish trust as they will feel like they are going back to a friend for information, increasing the likelihood of them sharing the content with friends and family.
The word trust comes up a lot in regards to the financial sector. Establishing it, cultivating it and retaining it across new and existing customers or users. A great way to do this is by getting real people who have benefited from your financial services to tell others, just like them, how satisfied they were with you as a brand.
This rustic form of content creation is easy to set up and versatile in its use. Much like the Q&A cards, a ten minute sit down chat with a mix of open and closed questions can be condensed and repurposed.
Strip back the theatrics and funds that go into a large scale advert, and take a more authentic approach with your audience. The transparency of testimonials puts potential users at ease by hearing from others they can relate their circumstances to.
Financial brands need to have a clear, simple to understand and informative landing page. People don’t take risks with their money and so having a website for users to navigate too, helps prove the information they are receiving comes from a trusted source, and is therefore essential.
The content you create will ultimately lead people back to the source - your website - and so it should inject the same simplified and easy to navigate tone.
Everything from the explainer videos on your company’s YouTube channel, the Q&A cards on Instagram and all other pieces of content, can all be embedded onto your website. Don’t forget, it’s possible people will have found your website after a quick Google search and won’t have seen all the other lovingly created content.
When it comes to creating financial content a lot of consideration needs to go into everything from the copy and the tone of your delivery to keep interest and engagement and drive the loyalty.
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