Nowadays content marketing penetrates into financial and banking industry. Only a few years ago this phenomenon occurred, for the most part, in B2B. However, today content marketing is becoming an integral part in such financial affairs as mortgage loans and credits. Moreover, marketing in these spheres presupposes both the explanation of how to deal with financial matters and persuasion of customers to use these or those products and services. So, content marketing is extremely effective in this aspect.

As content becomes an increasingly crucial component of online marketing campaigns, the financial services industry has emerged a major player. A December 2012 survey by IMN found that 75% of financial services marketers had separate content strategies in place for each marketing channel.


Specificities of marketing in the financial industry

The challenges for marketers in the financial industry are similar to those being experienced in other industries. The marketplace is changing, and customers are no longer responding to one-size-fits-all approaches. The problem isn’t a lack of effort, and it’s certainly not a lack of high-quality content. Interestingly, unlike other marketers, financial marketers are more likely to prioritize customer retention/loyalty over sales.

There are quite a few interesting discoveries on this topic in The Evolution of Content Marketing in the Finance Industry: Research and Lessons Learned sponsored by Imagination. Check it out for more information. Here you can find below a couple of points and illustrating examples.


Tangible examples

Fortunately, some companies are beginning to take a more innovative approach to content. Their content marketing strategy can provide helpful tips and takeaways. Here are a few examples that offer ideas on how financial services firms are using content marketing.

… and others. Thus, the financial services industry can and eventually will measure up in content marketing if it thinks outside of the regulatory box and reinvents the ways it delivers its messages to resonate in the 21st century. Just bringing on the infographics and viral videos, the social media campaigns and blogs are promising ways to achieve success.


Capital One. Introduction. Facts and figures.

The main difficulty as far as financial matters like mortgage and pension are concerned is that companies should introduce some financial literacy strategies towards clients. Only a few years ago companies had a lack of online resources and blogs for this purpose, but now companies build its own informational platforms and hubs. A June 2012 survey by Cisco found that 65% of respondents globally wanted financial services company to offer financial education.

Capital One is a great example of this strategy. It is the eighth-largest bank holding company in the US when ranked by assets and deposits. The bank has 812 branches and 2,000 ATMs. In 2015, 62% of the company’s revenues were from credit cards, 28% was from consumer banking, and 10% was from commercial banking. Capital One is on a mission to “ignite your inner entrepreneur.” And the fuse comes in the form of branded content. Let us have a closer look at it.


Capital One story

Since summer 2014, Capital One’s Spark Business IQ site has been producing rich and functional business content for small-business owners across the U.S. This way it is also promoting a range of Capital One financial products and services expressly designed for small businesses. The content hub is split into three sections: Ignite, Improve, and Inspire. Articles, white papers, listicles, and checklists on such subjects as cash flow, mobile payments, and achieving a career–life balance all work in tandem to inform and energize Capital One’s target audience.

Capital One. Content Marketing


Examples of company’s high-quality storytelling: The Resilience Series and  “I Am Small Business Proud”. The former project celebrates the perseverance of select small-business owners while encouraging others in need of guidance. The five-part multimedia storytelling series combines articles with three original videos. The latter is about how filmmakers Trisha Dalton and John Sears travel across the country to showcase “the true fabric of America’s economy—small businesses.” They met with some 200 businesses and interviewed owners about their challenges and successes. The videos were made available on YouTubeTwitterInstagram, and Facebook. Moreover, to further assist small-business owners, Capital One Spark Business maintains a Forbes BrandVoice page that it updates with branded content. Here too, the brand shares business stories that epitomize the tenacity of American entrepreneurs.



Capital One attracts consumers to its Spark Business Credit Cards through CapitalOneSpark Brand Voice on Forbes, covering the IT, data, funding and marketing challenges facing businesses. Over the same observation period, Capital One drew 1,748 views per post. Across the board, Spark Business IQ articles and videos are a nice balance of thought leadership and branding.

Nowadays more and more companies in financial industry build media platforms and create actionable and inspiring stories to serve the underlying goal of generating interest in financial services. By promoting customer successes and saluting the high standards that business owners aspire to maintain, companies can both promote their services and products and meet customers’ needs.

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