How ING Built Europe’s ‘Best Branded Web Mag’ in Just One Year
Contently » Finance Content Marketing
by Aaron Taube
8M ago
A little more than a year ago, the Dutch bank ING Group decided it needed to change the magazine it had been giving shareholders. The magazine, published in print and transposed to the web, was the sort of inwardly-focused corporate publication going out of fashion these days. The content was almost exclusively about ING, and the opinion pages served as a platform for the bank’s senior leaders to opine on global trends—regardless of whether those trends fell under their areas of expertise. Instead, Head of External Communications Egmont Philips and his team chose to embrace a new format, one t ..read more
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How Mint Turned Content Into a Big Business
Contently » Finance Content Marketing
by Natalie Burg
8M ago
The following is an excerpt from Contently’s latest e-book, “On the Money: How 5 Finance Brands Build Loyal Audiences by Investing in High-Quality Content.” To get the free e-book, fill out the download form at the bottom of this article. For established financial institutions and capstone banks, building an audience can be a little easier if customers are already familiar with your brand and name. But for Mint, a digital personal finance service founded in 2006, there was no head start. They had to start from scratch. But from the get-go, Mint had a target audience in mind and a plan for reac ..read more
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Content Catchup: Crafting a Cross-Platform Brand Voice, The Mighty Ducks, and More Must-Reads
Contently » Finance Content Marketing
by Joe Lazer
8M ago
Here’s what you missed while contemplating whether to spring for that post-SXSW hangover IV… How to Craft a Brand Voice That Carries Across Platforms, Formats, and the Space-Time Continuum Nailing your brand voice is an essential building block of any content marketing campaign, but it’s one that brands really struggle to do right. In the second part of her brand voice series, content strategist Melissa Lafksy Wall explains how to create a brand voice that carries across media channels, resonating with each audience in exactly the right way. Read it. The Mighty Ducks: The Story Behind the NHL ..read more
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The Best Branded Content of February 2015
Contently » Finance Content Marketing
by Joe Lazer
8M ago
Whaddya know, another prank video. This time, Disney set up a fake storefront in a mall and had various disney characters follow people as their shadows as they walked by. While being shadowed by a giant anthropomorphic mouse sounds creepy and dystopian in theory, it’s just freaking cute in reality— especially when people start dancing. Disney Parks: “Mall Surprise” The adorability just keeps escalating, and by the time the characters came out, I was misty-eyed, just like everyone else in the YouTube comments. Afterwards, I found myself plotting to drop my mid-year bonus on a trip to Disneyla ..read more
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The Problem with the Fintech Blog (and How to Fix It)
Contently » Finance Content Marketing
by Julia Borgini
1y ago
Is your fintech blog boring and not engaging your readers? If your blog posts look a lot like these: “Great news! [Company name] closes Series B funding” “[Company name ] featured on [publication name]” “[New product feature] is here!” It may be time to shake things up. Fintechs, like many tech companies, use blogs as a PR channel, publishing content focused on them and their products without speaking to topics that potential customers are looking for. A fintech’s blog could be so much more than a PR or news channel. For example, it could act as a content hub to help educate rather than mark ..read more
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5 Incredible Examples of Content Marketing From Banks and the Finance Industry
Contently » Finance Content Marketing
by Emily Gaudette
2y ago
When asked to recall your favorite online content, you probably don’t think about stuff made by banks. Unless, of course, your job is to make content for a bank. That’s not a knock on finance content at all, by the way. It’s just that flashier B2C brands often muscle their way center stage, showing off the products and services that people genuinely love shopping for: sneakers, beauty products, vacation packages. When most of us sit down to research where to bank, we’re not really jumping for joy. Believe it or not, the caution with which consumers approach money actually makes finance content ..read more
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‘Content Is Our Business’: What Morningstar’s Homepage Can Teach Financial Marketers
Contently » Finance Content Marketing
by Giulia Pines
3y ago
Plenty of financial services companies have been drawn to the appeal of content marketing in recent years. Open an app geared toward stock trading, and you’ll probably discover a dictionary of investing terms that rivals Investopedia. Or maybe you’ll find a blog full of fun, light-hearted advice pieces. Many of these exist in service of a product or brand. But what if the main product was trust? Situated somewhere between newswires and fintech companies, Morningstar has been steadily building its reputation since 1984. Now operating in 29 countries, it’s emerged as a financial information lead ..read more
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Inside MD Financial Management’s Successful COVID-19 Content Strategy
Contently » Finance Content Marketing
by Joe Lazauskas
3y ago
Contently Case Stories tell the story behind the amazing work Contently customers are doing. On March 11, the content team at MD Financial was finalizing their Q2 content plan, built around themes like spring cleaning your finances and home-buying season. Then Prime Minster Trudeau announced Canada’s response to the COVID-19 situation. “Our world flipped,” said Shawna Dennis, who leads all of marketing for the physician-focused financial services company. By March 13, the entire marketing team was mobilized around an entirely new content strategy. Within a week, they had launched a hub of COVI ..read more
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5 Incredible Examples of Content Marketing From Banks and the Finance Industry
Contently » Finance Content Marketing
by Emily Gaudette
3y ago
When asked to recall your favorite online content, you probably don’t think about stuff made by banks. Unless, of course, your job is to make content for a bank. That’s not a knock on finance content at all, by the way. It’s just that flashier B2C brands often muscle their way center stage, showing off the products and services that people genuinely love shopping for: sneakers, beauty products, vacation packages. When most of us sit down to research where to bank, we’re not really jumping for joy. Believe it or not, the caution with which consumers approach money actually makes finance content ..read more
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Contently Case Story: How brightpeak financial Used Audience Segmentation to Increase Traffic 97 Percent
Contently » Finance Content Marketing
by Erin Nelson
3y ago
Paul is a 27 year-old engineer from Minnesota. He’s the kind of millennial who likes to brew homemade beer in his garage while listening to Coldplay, Bon Iver, or The Lumineers. Paul and his wife of one year, Sarah, have been thinking about starting a family. For now, though, he’s happy visiting relatives and sampling his homemade brew in his free time. Paul sounds like a pretty cool guy, only he isn’t real. Paul and Sarah are two fictional personas brightpeak financial has created in order to understand different segments of its target audience—married Christians between the ages of 20 and 45 ..read more
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