Survey shows strategy vacuum in financial services content marketing

A survey of over 100 financial services companies released today showed that only 41% have a content marketing strategy in place, despite over half increasing their budget for the activity.

The research, conducted by Editions Financial in conjunction with the Financial Services Forum, quizzed marketing professionals from major UK financial services brands including Coutts, Aberdeen Asset Management and Lloyd's of London.

It found that 53% plan to increase their content marketing budget, and 81% said it is going to become more important in the next 12 months.

Fifty-eight percent said they believed it was more effective than other approaches in helping to rebuild trust in financial services.

Caspian Woods, Chief Content Strategist at Editions Financial, said:

"Many financial sectors still suffer from a lack of customer engagement. Content marketing offers a way to rebuild relationships by rewarding end customers, as the compelling figures on its increasing importance among marketers show.

"However, with the multitude of channels now available, and the amount of competing noise, financial brands need to be highly strategic about how content marketing is used to ensure it delivers return on the increase in spend."

Respondents also highlighted the importance of explaining their activity to investors, and building trust in how companies are handling their money. The survey showed that 97% of those polled are using content marketing activity for their products and services, despite the lack of a joined-up strategy to underpin it. In addition, 83% said that email newsletters were most likely to be used for content marketing. 

Related items:
>A day in the life of Caspian Woods
>Communisis announces purchase of Editions Financial


Posted in Member news
18thSep 2013

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