Content – keep it simple

Financial Content Marketing: Keep it simple

Some super simple content development principles.

1. Establish trust


Arguably, Financial Services rely on trust more than other industries. And yet according to a survey by PWC, only 32% of respondents stated they have in their retail bank, with 27% trusting insurance providers:

5 pie charts showing levels of trust for different financial services

One of the best ways to build trust is to share knowledge, inform, educate, and ultimately, empower people to make independent decisions.

Make sure your marketing content is jargon free, digestible and not riddled with acronyms. 


2. Add value


Aim to simplify and demystify the complex. When you live and breathe financial product every day, it’s easy to forget that not everyone knows what you’re talking about. To the average person, financial services can be confusing and intimidating – the stakes are high when you’re talking about your hard earned money.

Use simple, visual and informative marketing content like explainer videos and infographics to get across your product features and benefits in a simple way.


3. Let your expertise shine


There’s no better way to position yourself as an expert and thought leader in a space than to impart knowledge. In fact, it’s the ONLY way.

And this doesn’t mean spending 50% of your time on

Run your content through the Einstein test –

Benefits to making financial services marketing content educational


4. Be more shareable

Educational marketing content is more shreable


You’ve got two brochures in front of you for similar pension products from two different providers. You can’t split a hair between them.

One brochure goes for a hard product sell, pushing the features and benefits of their product.

The other gives you useful information on top of this that will help you to make a considered decision.

Which of the two are you more likely to pass onto your gran when you next see her? Which of the two is she most likely to have stuck on the fridge 12 weeks later?

Useful content sticks. And so does the name of the brand that went the extra mile to add value to your buying decision.