Content related to mortgages, insurance, and financial planning has a way of becoming predictable over time—unless you get a little creative. In this roundup, we’re diving into the top five financial content marketing case studies that have successfully transformed even the most complex topics into unexpectedly captivating content. Brown Brothers Harriman When it comes to financial content, there are two near-universal themes: Most people are on the hunt for more money, and they’re all itching for the secrets of how to get there. But, as all marketers know, when you try to make content that ap ..read more

From TikTok tutorials offering snappy investment strategies to in-depth podcasts revealing the secrets of wealth management, today’s consumers have no shortage of financial content. However, this explosion of resources presents a mounting challenge for financial services companies that have relied on tried-and-true content marketing playbooks for years. No longer is their competition confined to traditional industry players—82% of financial services marketers actively use content marketing—but they now find themselves vying for attention in a digital space crowded with influencers, financial b ..read more

Flashier B2C brands often muscle their way to the center of the marketing stage, showing off products and services that people love shopping for. But finance content doesn’t have to be far from the excitement—after all, it takes budgeting know-how to afford those pricey shoes. Believe it or not, financial content for a bank can be fertile ground for creativity. If you’re working on content marketing for financial institutions, you’ve been asked to fulfill a particularly bright promise: Not only do you need to establish a trusting relationship with your audience, but you need to develop a voice ..read more

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

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

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

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

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

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

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