The penetration of audio streaming services is up greatly compared to past years. Three-quarters of U.S. adults listened to streamed audio in the past month – up 27% in the past five years.

Listeners are streaming for far longer than ever before. And we’re not only talking about music and podcasts on Spotify.

According to recent studies across the globe:

• 86% of people in China own a smart speaker
• 66% of smart speaker owners in the U.S. listen to news
• 43% of these say they listen to more news now that they have a smart speaker
• 22% more UK adults owned a smart speaker in 2023 versus 2020
• Nearly a quarter (23%) of smart speaker owners use voice search in their cars.

Amid this growing opportunity, the fast-emerging field of text-to-speech (TTS) audio is something financial marketers can use to enhance their strategy.

What is text-to-speech (TTS) audio?

Text-to-speech (TTS) is a type of assistive technology that reads digital text out loud, such as PDFs and website content using AI voices.

TTS tools are widely available for most digital devices. For example, users can download TTS apps on smartphones and digital tablets. They can also support individuals – such as the visually impaired – who have difficulties with reading.

‘Reaching audiences through different channels is key’

The Dubs Agency’s executive creative director, Tristan Fawley says, “The strong growth in smart speakers, and by extension the need for better text-to-speech tools, is likely to continue, particularly as AI-led technologies rapidly become more commonplace.

“It stands to reason we’ve been having conversations with our finance brands about how they can capitalise on new opportunities.

Fawley adds, “Reaching audiences through different channels is key to building a multi-touchpoint strategy. As audiences are consuming content in a variety of formats, content delivery needs to evolve to meet these needs.”

AI-led developments keep coming

As recently as last week, we saw an exciting change in TTS.

OpenAI just released a new feature, appropriately called “Read Aloud”. It lets users listen to a chatbot’s response to their prompt, rather than having to read it for themselves.

The Read Aloud mode can automatically detect the language of the text it needs to vocalise, providing accurate pronunciation and delivering a seamless experience for international users.

This AI-led innovation could also come in useful for many marketers who can utilise ChatGPT while on the go.

How else can TTS enhance my finance marketing strategy?

Financial marketers have an opportunity to use AI-based voice-activation technologies to their advantage.

After all, AI-powered marketing can boost ROI by up to 150% according to PwC research.

Start by defining your goals and metrics before delving into specific tactics and ensure they align with wider full-funnel marketing objectives.

A content audit can identify whether devices can find your existing content and that language is accessible. List-style formats have also worked well in such devices.

Implementing TTS in articles is another way to do this, as it can unlock greater accessibility and distribution via smart speakers.

Innovations such as Read Aloud show the potential to use AI integration to expand reach and interaction with content.

And with this, there’s the opportunity for brands to use these tools to get more cut through.

The post Text-to-speech: The opportunity for finance brands appeared first on Financial Marketer.

The better approach is to use this unpredictable period to make strategic marketing investments, based on a thorough analysis of performance and growth areas.

When inflation escalates and central banks hike up interest rates, that’s when we see clients fleeing into safer investments with lower fees – often short-term savings accounts. And asset managers find themselves squeezed from all directions.

Fees fall, there are outflows from active strategies, margins shrink, and the pressure never abates. Even with shifting consumer behaviours, global conflicts and rumours of a recession lingering, firms know they must remain competitive. They must retain existing clients – and constantly seek to grow assets under management.

For some firms, the response to this pressure has been to control costs and improve efficiencies through waves of redundancies, or combining multiple job functions into single roles.

Marketing budgets are also commonly stripped, including content marketing and paid distribution. But there are many cogent arguments for maintaining – or even strategically increasing – marketing budgets in tough times.

Lessons of the past

Time and again, history has shown that businesses reap the rewards when they maintain their marketing efforts through economic downturns. In a study conducted in 1999, companies that decreased their marketing efforts in a recession saw their market share drop by 0.8%. Those that maintained their marketing and advertising levels had an increase of 0.6%, while the companies that increased their advertising enjoyed an increase of 4.3%.

McKinsey research published in 2019 tells a similar story. During the 2008 recession, companies that drove growth during tough economic times achieved above-market total shareholder returns (TSR) for the following ten years.

Stay the course, retain and differentiate

While some of that research pertains to consumer companies, the principles apply equally in asset management. There is solid logic behind the notion that staying the course pays off for firms.

For starters, when other firms pull back on their content marketing and advertising, the “noise” in markets quietens. This gives an opportunity to stand out, gain market share and diversify into new segments.

When firms continue to invest in marketing, their clients feel reassured by their ongoing commitment to their products and services. Bear in mind that your clients’ organisations are also potentially facing economic instability. When you clearly communicate ‘business as usual’ at your end, you reinforce your own stability and reliability, particularly if your competition disappears from view. And you’ll be front of mind when your audience is ready to make a decision.

Getting clear about where to spend

For all of the above reasons, tough economic conditions call for an “investor mindset”. But firms should take an analytical approach. The key is identifying areas where the ROI isn’t great, then reinvesting marketing dollars in high-growth areas, where there’s likely to be better ROI. McKinsey has great advice here. Firms need to examine their various marketing budgets versus performance; look at the marketing messages, channels and types of content that have successfully inspired and informed the audience.

Also consider spreading marketing budget over an end-to-end mix of search, paid social, multiple content marketing formats and native advertising, alongside traditional advertising.

Asset managers should stay visible across the full funnel, from awareness, to consideration, to direct revenue-driving, using tools like search engine marketing (SEM) to support content and drive conversions at the bottom of the funnel. If your competitors are scaling back their digital marketing efforts, it’s a good time to run Google search ads – clients looking for specific brand names and not finding them will see you there as an alternative. (Also, with fewer competitors bidding for advertising real estate, costs per click reduce.)

When running these kinds of campaigns, ensure you’re getting targeting advice from a professional who will analyse relevant data, identify trends and insights to achieve maximum ROI. In a push to save money, some firms are turning to programmatic marketing, using automated bidding and placement platforms that buy and sell digital ad space in real-time. But used in isolation, the results won’t be the same.

Take a fresh look at your content

Firms don’t need to be continually reinventing their content – it’s exhausting and expensive. Think creatively about how you can deliver fresh, impactful content without over-investing. One way is to atomise ‘big rock’ content pieces. Start with a core content piece, e.g., an annual survey, research report or event, that you then build out into a schedule of webinars, live discussions, social media posts and more.

Generally, put fresh eyes on the content you create and make sure it’s not already out there in some form, that it’s on-brand and timely. Money spent on cookie-cutter, tone-deaf, poor-quality content and messaging is wasteful.

It might also be a good time to get back to the basics of your brand, reinforcing your brand promise and the consistency you offer, ensuring all elements in your marketing mix are instantly recognisable.

Winning firms view uncertainty as an opportunity

In the same way that firm-wide efficiencies are being created through investments in technology platforms, a competitive edge and business growth must be supported by investments in marketing. Position your firm for future success by staying where your market can see you, so you can weather economic turbulence and rebound stronger.

The post Asset Manager Marketing Playbook for Trying Times appeared first on Financial Marketer.

Changing digital behaviours

In response to the ever-evolving landscape, your finance brand isn’t just competing with industry peers anymore; it’s now directly challenging industry giants like Amazon and Netflix. Consumers now expect frictionless, efficient, and personalised digital experiences when engaging in financial activities.

Content Square’s 2023 report, analysed 2.7 billion user sessions across 502 financial services websites, to unveil the trends shaping the digital customer experience.

1. Enhanced engagement drives better outcomes:
Websites experiencing higher engagement saw a substantial -58% reduction in bounce rate and 41% deeper sessions were observed. Users deeply engaged with content explored more pages in a single session. Notably, the activity rate on financial services sites increased by 11.8% year-over-year.

Takeaway for brands: Prioritise creating compelling and relevant content to boost engagement, leading to lower bounce rates and more in-depth user sessions.

2. Identifying and mitigating friction:
Frustration factors impacted 27.8% of all financial services sessions, with slow load times, multiple field interactions, and rage clicks being the top causes. Interestingly, visitors to insurance sites experienced more friction, with 1 in 3 visits affected by frustration.

Takeaway for brands: Address users’ UX pain points, particularly focusing on simplifying interactions and eliminating sources of user frustration. Investing in addressing UX frustration can reap great rewards, with a study by Forrester finding that every $1 invested in UX design generates $100 in return.

3. Optimise channel mix for new visitor acquisition:
While direct and SEO traffic constituted 58.7% of new visits, paid traffic, comprising only 10.9% of all visits, drove an impressive 16.7% of all new visits.

Takeaway for brands: Strategically invest in paid traffic sources to maximise new visitor acquisition, complementing your organic efforts.

4. Efficient experiences counteract one-and-done visits:
Slow load times impacted 14% of all visitor sessions in the financial services sector. Notably, websites with faster load times experienced 9.2% fewer one-and-done visits.

Takeaway for brands: Prioritise optimising website speed to reduce the likelihood of one-and-done visits, emphasising the importance of a seamless user experience.

5. Device preferences:
Desktop traffic constituted 61.1% of all traffic to financial services sites, marking a 1.5% increase from the previous year. While mobile web traffic share slightly increased, maintaining a multi-device digital strategy is crucial for attracting new visitors to financial service sites.

Takeaway for brands: Recognise the continued dominance of desktop traffic but adapt by maintaining a strong presence on mobile devices. A versatile digital strategy ensures accessibility for a broader audience, attracting both desktop and mobile users.

Key considerations for tailoring approaches

Adapting to evolving digital behaviours and aligning with shifting consumer needs is essential for an effective marketing strategy. Acknowledging these changes alongside other influencing factors enhances audience targeting. Alongside consumers’ online habits, you should also take into account the following:

• Sustainability: Consumers are increasingly focused on environmental sustainability. Many are willing to pay more for greener products and expect their finance brands to actively support sustainable initiatives. This shift requires your finance brand to incorporate sustainable practices into your products and services.
• Affordability: The wealth gap continues to widen, making it imperative for your finance brand to consider how it can support customers of all financial standings. This includes offering more inclusive and accessible financial products and services.
• Experience: Your finance brand should go beyond transactional interactions and actively seek to delight customers. This could involve personalised financial guidance, seamless tech integration, or exclusive rewards, creating memorable experiences that foster loyalty and attract new customers.

The rise of “Super Apps”

A survey conducted by PYMNTS and PayPal across the United States, the United Kingdom, Germany, and Australia revealed that 72% of consumers globally are keenly interested in super apps. Notably, consumers in the UK exhibited the highest interest, with 74% expressing a desire for super apps.

Super apps integrate multiple financial services, such as checking and savings accounts, investments, and payments, into one comprehensive digital experience. They are known for their high degree of integration and customer-centricity, effectively serving as the user’s personal financial operating system.

For financial marketers, understanding this shift is crucial. As customers become accustomed to these all-in-one solutions, traditional finance brands might need to adapt to meet these changing expectations. Integrating various financial services into a seamless experience, much like a super app, can set your brand apart in a highly competitive market.

Strategic responses for changing customer behaviours

In 2023 and beyond, finance brands must decisively adapt to changing digital behaviours to significantly enhance efficiency and drive robust growth. The significance of understanding the nuances of customer behavior and tailoring digital strategies to provide seamless, personalised experiences across all devices cannot be understated for financial marketers.

The post Marketing strategies for changing digital behaviours appeared first on Financial Marketer.

Social media builds and maintains key client relationships

In a post-COVID-19 era where isolation and social distancing have become the norm; the ability to communicate, connect, engage and build strong relationships with customers within the financial industry has never been so important, and equally, so complex. Enter social media platforms. 

According to a survey of financial advisors by Putnam Investments, 9 in 10 respondents believe using social media changed the nature of client relationships since the start of the pandemic. 74% of those surveyed who used social media for business also successfully initiated new relationships or onboarded new clients. According to Mark McKenna, head of global marketing at Putnam Investments, “Advisors’ active use of social media during the pandemic has been critical to their success, not only in communicating with prospects and referrals, but also in advancing their ongoing relationships with clients.”

Social media humanises your brand

Social channels give finance brands a unique opportunity to humanise their services through a more informal dialogue and the ability to make themselves available to customers. Consider standalone customer service options on X like Citibank’s Ask Citi or Bank of America’s BofA_Help which provide another direct engagement touchpoint for your brand. 

The simple use of social media to keep customers up-to-date with in-branch social distance updates like these Instagram posts from Lincoln Savings Bank ensures customers know exactly what is happening right now with minimal friction. The more digitally-led neobanks are even well placed to take advantage of newer social media platforms to connect with a younger audience that is often reluctant to engage with finance brands – like this TikTok gamification example from Australian neobank Up Bank. An always-on social strategy offers stability to your customers during an unsettling time, providing a channel and touchpoint to provide regular updates as well as serving as an open channel of communication.

Social isn’t one size fits all

85% of financial advisors who participated in the Putnam Investments survey are currently using LinkedIn as their preferred platform, with Facebook coming in second at 65%. Respondents of a financial services survey by Greenwich Associates corroborated the popularity of LinkedIn within the sector with 38% of respondents saying they plan to raise their usage of LinkedIn this year, while 32% are also planning to make greater use of X. 

Although Linkedin remains the clear favourite, the Putnam Investments survey also found that 53% of the financial advisors surveyed use YouTube and 31% even use Snapchat. What is important is understanding your audience, what platforms they use and how best to use these platforms to engage with them.

Social media networks used for business by financial advisors

Image credit: Putnam Investments

Technology is shifting towards socially-driven strategies

Off the back of the rapid adoption of socially-led marketing strategies and technology, a study into the impact of the pandemic on consumer behaviour found that prior to the pandemic, the banking and financial services industry was highlighted by consumers as being the most innovative in its use of technology. During the pandemic, this lead fell with only 16% of consumers still seeing the industry as making the most innovative use of technology, down from 27% just months before. While the retail industry quickly implemented practical online solutions such as Click and Collect to meet changing customer needs, banking and financial services have fallen behind. Technology that can be closely linked to social media such as AI and digital representatives were ranked as the most desired updates expected from the industry – think chatbots via a social platform and socially-led customer service.

The world has changed rapidly for your consumers over the past year and financial brands face losing touch with current and potential clients if they don’t keep up with digital opportunities. Social media is no longer a ‘nice-to-have’ communication tool for the industry; it’s an essential aspect of your marketing strategy. Whether it’s achieving consistency across your existing social channels, expanding into new areas such as TikTok, adopting a lead gen or paid targeted strategy, or stretching yourself further with the launch of a chatbot, there’s a social and digital opportunity for every finance brand to evolve into. Social media strategies for finance brands are our bread and butter at The Dubs, get in touch. 

The post Why a social media strategy is non-negotiable for finance brands appeared first on Financial Marketer.

Celebrating Chinese New Year and the importance of family

Malaysian-based retail bank, RHB Bank released its emotive and heartwarming film, Love Carries On which tells the real life story of Ngu Nyok Ping, a young girl who is diagnosed with spinal muscular atrophy. RHB Bank says, “The path to our dreams is often obstructed by challenges, but we seldom have to walk it alone. The strength to progress will always be found in the unconditional support of our loved ones.” RHB Bank shows financial marketers that cultural holidays are a time to focus on what’s important to customers – their family – and how content can be used effectively to capture the hearts of its community. 

Digitising traditional gift giving

With Chinese New Year comes the traditional red packets containing gifts or symbols of good luck. CNBC reported that China’s capital city was set to hand out a total of 10 million yuan distributed through about 50,000 packets of 200 yuan (~A$40 and £22). What sets these red packets apart is that this is the first year trialling the use of digital currency. The Financial Times reports that, “China is intent on becoming the first large economy to introduce a digital currency, showcasing its position as the global leader in payments technology.” Financial marketers should take note that as digital and cryptocurrencies become part of mainstream finance, there will need to be educational content to support this shift and give consumers peace of mind around privacy and data security. 

Chinese New Year content that’s licensed to thrill

Darren Buckley from Citigroup China takes centre stage for its Chinese New Year campaign. Head of consumer banking by day, he is transformed to a 007 action man, sprinting into operation and racing down mountains to save his damsel in distress (played by his real life wife Aphitchaya Boonkhong). Posted on Citibank China’s Douyin (the Chinese version of TikTok), Buckley’s James Bond-style character features on a 20-second video that Bloomberg reports garnered 2.3 million views in a week.

Not the usual type of stunt you’re likely to see a financial institution pull, but as The Standard reports, “Having a senior banking executive star in a dozen online ads marks the most recent unconventional bid for attention by a financial services firm eager to make an impression on China’s emerging investor class.” 

Although starring in your own action-packed campaign might not be for all finance marketers, Buckley has demonstrated that slashing fees and offering free gifts isn’t the only way to stand out in a crowded market. He also hails the power of social media, crediting Douyin and other social media campaigns with bringing in new users, with the number of clients with more than $1 million in assets at the bank growing 60% in 2020.

When looking ahead and planning content for the year, all financial services brands should be aware of the major calendar events that are important to their audience. A momentous holiday that’s celebrated globally, consider how your finance brand can mark the occasion next year. For help planning a content campaign that will help deliver prosperity for both your brand and customers, get in touch. 

The post Chinese New Year – the year of the finance brand appeared first on Financial Marketer.

Apples for apples video platform comparison

In order to compare apples for apples, we’ve included free versions of video streaming platforms as well as business subscription packages to compare features. 

The video platforms reviewed come in at varying price points for business subscriptions. All platforms offer free trials and stripped back versions to give you a taste, though features like live streaming unfortunately don’t come for free.  

Is YouTube the best video platform for my finance brand?

REACH

With the popularity of video content skyrocketing, YouTube has taken the crown as the second largest search engine behind Google with over 30 million visitors per day. If you want your content to have greater reach, with the right targeting and media spend, YouTube can offer just that. Here’s how to make a splash on YouTube. 

Is Vimeo the best video platform for my finance brand?

QUALITY

Vimeo’s no ads feature is one that sets it apart from other free video streaming services. If financial marketers are wanting to demonstrate a polished finish, Vimeo is the right video platform. Its processing capabilities also means that Vimeo delivers videos of a higher quality and resolution. 

Is Brightcove the best video platform for my finance brand?

SECURITY

When it comes to security, Brightcove takes content protection and encryption seriously. With a growing number of finance brands creating sensitive video content for internal communications, corporate affairs, marketing analysis and more, Brightcove is the video platform solution putting security at its forefront. 

Is IBM Video Streaming the best video platform for my finance brand?

INTEGRATION

IBM Cloud is aimed at more of an enterprise level of video production compared to the other video streaming platforms we’ve looked at – hence the more hefty price tag. But if you’re looking for a fully integrated solution that plugs into CRM systems and delivers advanced features such as live streaming and polling, IBM is the video partner your finance brand needs. 

It’s worth noting, this is just a handful of the video streaming platforms that could be suited to your finance brand. Drop us a line and we can make recommendations on how to produce engaging video content and then ensure it gets seen. Get in touch. 

The post How to pick the best video platform for your finance brand appeared first on Financial Marketer.

As Mark Twain once said, “I am quite sure now that often, very often, in matters concerning religion and politics a man’s reasoning powers are not above the monkey’s.” While an antiquated quote, the general rule the infamous author was referring to is, “Never discuss politics or religion in polite company”. Though this was written decades ago, the chivalry of the quote still rings true; but it’s safe to say that when it comes to the galvanising US Presidential Election our workplaces, companies and even content and advertising have begun to tiptoe the line. So, where should finance brands stand on politics?

Is politics off-limits to finance brands?

According to a new study released by Glassdoor, 57% of US employees believe political discussions are “unacceptable” at work, yet 50% of employees have also raised the conversation, leading us to believe that the workplace is becoming more open – or at least no longer immune – to politically-charged conversations. With the dust yet to settle on one of the most talked-about elections in global history, the old rules seem to be going out the window, with politics now up for discussion in what were previously safe-havens.

With the US election dominating every news channel, social media feed, dinner table conversation and now the previously off-limits watercooler, it raises the question of whether finance brands should engage with or ignore such prolific topics. Knowing whether finance brands should speak up or hold their peace on politically-charged topics has been a topic of increased focus in 2020, with race protests exploding into the news across the globe, and climate change debates continuing to dominate the media.

Many companies have remained neutral when it comes to politics and social issues; however, we have begun to see major retail players slowly opening up the conversation and providing a level of comfort for other brands. Politics and social issues, such as women’s rights, civil rights and immigration, are now characteristics of a company’s brand identity. According to a study by Ace Metrix, two-thirds of ads were agreed upon by men and women of both political parties. Dare I say it, rather than sitting on the fence entirely, during a time of tense political views in the US, are we able to find common ground in finance content marketing and advertising?

Finding common ground

Let’s take a step back, we live during a time of “YUGE” divisive partisan views for political ads.

Not all ads will work, in fact, companies can lose more than they gain. However, Ace Metrix has found that middle-of-the-road discussions, such as COVID-19 and our economy are topics that do well, providing a safer common ground.

Let’s look at two ads that were able to navigate the political minefield with success. While not from the financial services sector, there are clear takeaways for finance brands of all kinds.

PetSmart nailed it with their Make a Friend TV commercial, highlighting man’s best friend and their unyielding love, despite what we look like, who we marry and where we are from. During a time where we aren’t able to speak politics at the dinner table, changing the narrative from a pet’s point of view is pure genius. The numbers prove it, the commercial outperformed by 35% among Democrats and 29% among Republicans.

Secret Deodorant produced a beautiful video poem by Jasmine Mans, No Sweat Here, highlighting the American woman’s role during this rocky year of racial injustice and female empowerment – two sensitive topics highly debated on the global stage. Poignant and deep, Secret went all-in with their messaging and it paid off. Democrats scored the commercial with 68%, the highest range of score possible, with Republicans scoring the commercial with 67%. Plus, polarity scores were below the average norms for both.

The reality is customers are increasingly drawn to brands that share their values and that have the courage to have a voice. So while many financial brands tend to shy away from major social and political conversations, tackling middle-of-the-road issues could be a way for brands to find their voice and appeal to the values and beliefs of a broad spread of customers – provided, of course, they are values and opinions your brand actually shares. Give politics has gone from being taboo to a topic that’s near impossible to ignore, it can be worthwhile for finance brands to find a space where they are comfortable engaging.

The post Should finance brands talk politics? appeared first on Financial Marketer.

After all, finance content marketing isn’t about baiting customers with click-worthy headlines or dramatic angles, it’s about helping your audience by delivering the educational content they need and want—over time, and in the clearest, most accessible and relevant way possible.

There are many ways to demonstrate your expertise, from publishing long-form content to hosting webinars. However, one of the most effective ways to serve your customers’ needs and share the depth of your expertise is through a dedicated online finance content hub. Structured around a key topic area that can be broken down into strategic content pillars, a finance content hub can house snackable content, in-depth thought leadership, research and analysis and video content that proves your standing as an authority in the market.

Here, we share some tips for creating an online finance content hub that leads the way.

Narrow your focus

The enemy of finance content marketing is the temptation to please everybody. In setting up a finance content hub, your goal should be to go deep, rather than wide. Choose a topic that aligns with your brand and interests your audience—and stick with it. 

One finance brand that’s mastered this is Nomura Asset Management (UK). Its online hub, Insight, does what the name promises; it provides insights regarding (and only regarding) Nomura’s investment services. The content is conveniently divided into easy-to-search categories, such as ‘Market View’, which provides timely market analyses written by Nomura’s in-house experts, to ‘Funds in Focus’, which provides in-depth reports written by Nomura’s fund managers.

Think outside the four walls

Duplicate content that’s been done a million times before, and you’ll be drowned out by the noise. There aren’t many new subjects in finance content, but there are new ways of talking about them. Once you’ve settled on a topic, brainstorm novel approaches and don’t be afraid to experiment.

Take Money Diaries, a content hub by US-based investment service Wealth Simple. Every single article tells the personal story of an individual’s relationship with money—and how that relationship changed. For example, Joel Kim Booster explains how he went from working long hours in customer service while burdened with student debt, to becoming a professional comedian, while Judith Maria Bradley recounts becoming a model at the age of 70, after having nearly been homeless.

Make your finance content hub user-friendly

An effective finance content hub is one that visitors go to time and time again—sometimes, to consult your leadership on a specific topic; at others, to browse the latest updates. This means it’s imperative that your hub is well designed and intuitive-to-navigate. 

A good example is AMP’s Manage My Money. This online destination is devoted to giving everyday Australians practical tips for saving money. The clean layout makes it easy to find the most recent articles, scroll for headlines that catch the eye or search for topics of interest. And the content covers a variety of clever angles, from ‘how to identify (and beat) your spending triggers’ to ‘should you give your teenager a credit card?’ and ‘how to create an 8-week Christmas savings plan’.

Is it about time you created an online finance content hub for your brand? From development to design, strategy and content production ongoing, we can help. Get in touch.

The post How a finance content hub can help you own the conversation appeared first on Financial Marketer.

A difficult mix to perfect, in our guide to insurance marketing we’ve compiled some of our top-performing insurance articles to help financial marketers achieve just that. We share examples of best-practice case studies, tips to guide insurance content creation, along with some of the tech and trends emerging in insurance marketing.

Let’s begin with some inspiration.

The ultimate insurance marketing case study

What other insurance marketing material leads with the headline ‘We suck sometimes’? From product through to marketing messages, Lemonade is one of a kind.

3 of the best insurance content campaigns

We’ve covered the ultimate insurance content case study, but now it’s time for some fresh ideas courtesy of leading global insurance companies.

Insurance content marketing strategy and execution

TAL’s brand message and ambition were clear – to celebrate and protect what matters most in this great Australian life with TAL’s life insurance and income protection.

Do webinars belong in your content mix?

Podcasts. Voice search. Featured snippets. Print magazines. Breaking news. With so many options to choose from when producing financial services content, how do you know what to go for — and what to skip over?

How to maximise your finance content marketing budget

We look at the strategies finance brands of all sizes can use to stretch their finance content marketing budget.

Which peer-to-peer insurance models will survive?

Peer-to-peer insurance sounds brilliant in theory but the collapse of Guevara and others shows you need to get the market and the message right.

As financial services content marketing specialists we can help with everything from content strategy through to content production and social distribution for insurance brands globally, get in touch.

The post Financial marketer’s guide to insurance marketing appeared first on Financial Marketer.

In the latest episode of the Financial Marketer podcast The Dubs founder, Josh Frith, and senior client partner, enterprise financial services vertical at LinkedIn, Benedict Kingsmill discuss the new role of finance brands to serve and not sell, the demands of the role and the tactics finance brands are employing to successfully fulfill the role’s requirements. 

The Financial Marketer and Kingsmill discuss:

• • Why finance brands are doubling down on digital beyond just marketing
  • The demand for education and the new normals in financial services
  • Why financial services should look at its response to COVID-19 with pride
  • Why the role of finance brands is to serve and not sell
  • Building trust at scale and the importance of the voice of leadership
  • Why curation not content is the problem for finance brands
  • What asset managers can teach the rest of the industry

The post Serve not sell: the new role of finance brands appeared first on Financial Marketer.