5 Pain Points (and Solutions) for Financial Content Marketers

 In Content Marketing, Content Planning, Content Strategy, Organizational Change, Tips & How-Tos

Are you a financial content marketer frustrated by the process of creating exceptional content? You know creating a well-oiled content powerhouse is possible, but you don’t know how to get there… Whether it’s content creation, finding talent or topics, getting approvals, or publishing consistently, sometimes the content creation process seems like brain surgery.

Well, we can help. Whether you are a bank, tax software, fin-tech website, advisor, brokerage, credit union, or lender… Listen up! From the trenches of the content battlefield, here are some common pain points (and solutions) for generating engaging and magnetizing content for your financial brand.

#1: You Don’t Know How To Speak To Your Audience

What type of content does your audience crave? It’s hard to create converting content that speaks to them, unless you dig deep. Pair this with the challenge of dumbing down complex financial topics into layman’s terms, and you’ve hit the first quagmire of financial content — writing audience-centric content.

Solution: Fortunately, you can follow a step-by-step process to create financial content that speaks to your audience:

  1. Get to know your audience: Understanding your audience is one of the biggest content challenges B2B companies face. Use paneling, surveys, focus groups, and bring in other departments’ research (like sales and customer service) to get to the core of what questions your audience wants answers to. Then, bank content concepts that answer those questions.
  2. Create audience personas: Personas are fictional, generalized characters that reveal the needs, goals, and behavior of your customers. The 2018 Benchmarking, Budgets, and Trends Report from Content Marketing Institute and MarketingProfs reveals that 77% of the most successful B2B marketers use them, compared to 36% of the least successful.
  3. Jot down good topics: Once you develop ideas, use a master content bank and editorial calendar to visualize, organize, and communicate editorial plans. This step is vital to financial and multi-unit brands!
  4. Start writing!: No explanation involved in this one…

#2: You Don’t Know What To Write About

Many financial content marketers struggle with discovering content concepts worth writing about because of two major hurdles: overcoming the knowledge barrier of complex financial topics and the general minefield of high regulation.

Solution: Make sure the content created is not written for people within your building with a master’s in finance, yet one that is easy to understand, scan, and take action. Use market research to test messaging, concepts, and editorial themes – and always seek to educate others.

“Finances are complicated, and banks able to teach customers something or curate the massive amounts of data can win customer loyalty.”
– Content Marketing Institute

#3: Your Compliance Team Loves Using Red Pen

As a financial content marketer, it’s not uncommon to become best buddies (or worst enemies) with your in-house legal or compliance teams. The perils of a highly regulated industry are high. You don’t want to deliver promissory claims, or worse, get sued. So, content subsequently suffers because it’s stripped of all personality and color.

Solution: If your legal or compliance team is red pen happy, there are actually a few things you can do about it:

  1. Be proactive: Before you start the content creation process, involve your legal counsel in brainstorming sessions. While they may not come up with the most creative ideas, they can guide you on what’s within legal parameters. Proactivity also can help reduce or eliminate the “no’s” or “can’t do’s” later down the line, so this step is a bona-fide time saver.
  2. Collaborate and compromise: Sometimes legal council needs context and perspective to advise. Many times, financial marketers email an attached document of the content needing approval to their counsel without really diving into details. Instead, offer more context with your content project by sharing how you came to this idea and what you’re trying to achieve. Legal counsel may not budge on particular messaging, but with a little context they might be more lenient or offer better feedback so creativity, persuasion, and staying within legal parameters are achieved.

#4: You Have Too Many Cooks in the Kitchen

Who “owns” content in your organization? Is it your digital, social marketing, or PR teams…? In many large or established financial organizations, you likely play an endless game of tug of war for the rights to the content throne.

Solution: Content doesn’t have to be a monarchy to be successful. In truth, you just need to make sure your teams can work harmoniously toward unified content goals. This can be achieved through documenting the objectives of your initiatives and the investment in a centralized platform where everyone can stay on the same page. With the right tool in place, you can collaborate even with multiple people and teams!

We’ve said it for years:

“Collaboration in action is a beautiful thing, but it’s not easily achieved. In content planning and production — with a multitude of roles, functions and specializations operating against tight deadlines — this challenge is magnified.”

#5: Your Routing Process is Ancient

Do you rely on Excel spreadsheets to track the routing stage of your brand’s financial content among the seemingly endless list of approvals? While it’s possible to stay the course through this method, your spreadsheet is a dead document and the routing process is a live one. Point blank: you’re headed for headaches and more work than necessary using the old-school way.

Solution: In this day and age, we work in the cloud so much with live, editable, multi-user login tools;  so your content tools should be no different. Things change, people need more time to approve, team members are out of the office or working remotely, and someone makes a change to the document, you quickly lose track of edits, approvals and what was routed to whom.

So, our advice: keep it simple and use a tool that has modern features. (Wink, wink: DivvyHQ.)

Simplify your content strategy, planning, workflow, and reporting with our cutting-edge tool, ranked as the fan favorite content marketing tool by Content Marketing Institute. Stop wasting time on tedious task-based work and streamlining your financial brands’ content workflow with our help. Get your content organized and aligned and start a free 14-day trial now!


Financial content marketers’ pain points are real, but so are their solutions. And when you’re able to overcome these common challenges as a financial business, you will dominate.

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