There isn’t a single business or market out there where people will simply hand you their business sight unseen, with no clear communication or idea of where their money is going. Working in any kind of finance or finance marketing arena makes that statement even more true.
2020 has hit many of us hard. Fewer people have money to invest, and those that do worry about the growth potential of their investments. I think it’s safe to say that we’re far from seeing the end of COVID-19 and even further away from recovering economically from it. Now, more than ever, people need to see you, your company, and your communication as trustworthy.
With that in mind, I want to provide you today with a little motivation to look harder at your written content strategy. What are you doing to keep clients or readers plugged in? How are you keeping open, ethical lines of communication open? Moreover, why are these things so important? Well, I have several reasons to share with you that will help you build a solid written content strategy and continue drawing in new investors, readers, affiliates, and more.
People Judge You by Your Communication Skills
People will always judge you based on your vocabulary, your level of organization in your writing, and the coherency of the content you create. They will also judge you for communicating above or below their abilities to understand. This is why knowing your audience and the kinds and levels of information they want and need is so important.
The way you frame your messaging will (not can — will) determine how people perceive you and the messages you communicate. Be mindful of the things you say. Analyze content that underperforms and see how those blog posts, articles, email messages, and more differ from those that get better engagement, click-throughs, and conversions. Demonstrate an understanding of your audience as well as the words you use with them.
Be honest: How are your skills in this arena? Do you ever stop and read back things you write before sending them to the masses? Do you take the time to ask yourself if you would have the right image of your company or brand based solely on your last email or blog post? If not, it’s time to start. It’s also time to honestly assess your own ability to produce and maintain reasonable levels of quality finance marketing content. If you feel like you need help elevating the quality of your content, keep reading.
As a final note on this point, please keep in mind that the concept of “communication skills” isn’t just about good writing. It’s about good writing coupled firmly with an understanding of the people who will be reading it. Anyone can learn how to use words well in various contexts. Not everyone is good at sussing out whether those words mean what they should to the target audience.
People Need to Know They’re ‘In the Loop’
This is where the concept of consistency weighs heavily. Finance markets shift rapidly. I know I really don’t need to tell you that, but it’s an important point in the context of content creation. There are some key concepts that make for good evergreen content, such as how the stock market works, different types of investing and investments, and so on. Please do generate good content on these subjects and add to it regularly, but don’t fill your blog or website with just that.
You absolutely should have a good storehouse of evergreen content, but it’s those constant shifts in the various financial markets that give you windows to introduce new content. Those windows can, and often do, show up daily. If you manage to stay current and consistent with your messaging, people will have more confidence in your ability to guide them through the process of investing or deciding how, where, and when to invest.
Consistent Communication Builds Trust
On the heels of my last point, people will trust you more if you keep delivering timely, relevant content on the subjects and issues that matter to them. Once you develop that kind of following, the likelihood of people seeing commentary on financial market issues and happenings is very likely to come from you. Believe me when I tell you: This puts you in a very good position.
Remember, though, that it’s not just about getting the information out there. It’s about vetting, verifying, and being able to cite trustworthy sources that let readers know that your advice and information are sound.
In this instance, it’s OK to draw heavily from curated content sources. However, be sure that your messaging is in there and that you demonstrate a keen understanding of the material you curate. Never draw from sources that “sound right.” Draw from sources that are right and are demonstrably so. News and finance leaders are a great place to start. Someone else’s blog probably isn’t.
Quality Written Content Builds SEO
Over time, you want to build a steady stream of organic traffic, and that means getting good at SEO. This SEO guide is a very comprehensive resource that will give you loads of good ideas and probably make you think about a few optimization areas you haven’t previously.
All I really want to add here is that if you breezed past that link still thinking that SEO has mostly to do with keywords, you are really missing out on some very good strategies.
If you’re thinking that you just don’t have time to learn those strategies or improve your written content, don’t worry. That is where professional copywriting services like BeezContent come in. We work with a dedicated team that knows finance copywriting and can help you create a content strategy that exceeds your expectations and hits your content delivery goals. Contact us today to learn how we can help you build a strong written communication-based strategy for your finance business.
