4 Foolproof Ways to Create Content That Converts

To be successful in any industry, you must win your audience's trust and position yourself as an industry leader. This is particularly true for those working in the financial services space. Both of these goals can be achieved with a solid content marketing strategy. But what makes a strategy strong?

An effective marketing strategy is direct and relevant. It leaves little to no room for fluff. Your audience buy-in depends on the level of value that comes with following your brand. Your content output needs to be intentional so that your audience is clear on why they’re following you.

Content should equip your audience with industry knowledge, information and answers they need to make decisions or simplify a complex topic confidently. Publishing bite-sized portions of content will feed your audience just enough to keep them coming back, ultimately growing your community and converting leads to loyal clients.

So, where do you start? Crafting carefully curated content doesn’t have to be hard. Chances are you’re already answering questions, offering advice and having meaningful conversations with other influential industry leaders that could help your content pack more punch.

We recommend taking into account the following four considerations when defining your company’s content marketing strategy:

Create content that establishes trust between you and your target audience

Whether you’re writing thought pieces, blogs, op-eds, or even podcasting, make sure you focus on topics that are important to your audience. Ask yourself two questions: what baseline questions would a client have about your area of financial expertise, and what basic information should they have?

LPC TIP: You can produce various types of media from videos to blog series that enable clients to not only synthesize what they’re learning but also connect with you and your business or brand.

Create content that will shed light on a subject that would be of interest to your target audience

When developing content, be sure you are providing value to your audience. Think of all the questions you get from clients, friends and family members about your products or services and share content that focuses on one to two of your most compelling offerings. From there, you can compile a list of frequently asked questions and build a content strategy. Remember, a good content strategy provides answers.

TIP: You’re the expert, share the wealth. But don’t give everything away at once. You’ll want to funnel content to keep your target audience coming back for more.

Consider sharing content that is not directly related to what you sell

This suggestion may surprise you, but it’s okay to deviate from creating content that solely focuses on the products and services you offer. Relevant content can also be derived from other insights such as your company values, mission and how you want your clients to feel. For example, if providing world-class service is a part of your company’s strategy, directing efforts to produce content on the importance of a top-notch customer experience could be beneficial.

LPC TIP: Content doesn’t always have to be about what you sell; it should also be about what you do. If you specialize in a niche product offering, consider creating content on current trends in that area. The opportunities to generate content on peripherally related subjects are infinite.

Invite guest bloggers or interview an industry veteran

Although it seems cliché, variety truly is the spice of life. Sharing your platform with other industry leaders is practical, strategic and provides value to your audience. Contributor content breaks up the monotony and pressure of constant content creation. It allows others to do it for you - all while covering more ground, sharing audiences and expanding your reach.

LPC TIP: When considering which guests to bring to your platform, be sure to select experts you can learn from too.

How you market yourself matters. No one understands the importance of making sound investments more than you, so don’t sell yourself short when it comes to your business and its content strategy. Your industry relies on you for knowledge, and the content you produce plays a lucrative role in someone simply clicking through or converting to a customer.