Challenges in Creating Content for the Financial Sector and How to Overcome Them
                     Challenges in 
Creating Content for 
the Financial Sector 
and How to Overcome 
Them
https://goodmanlantern.com/
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Businesses in the financial industry have a unique set of challenges when it 
comes to content strategy and creation. As an industry steeped in regulations 
and complexity, creating quality, engaging content isn’t easy. 
But with the right content strategy, you’ll be able to leverage your content to 
educate customers, reassure them by demonstrating your expertise, and make 
a real difference to your bottom line. 
The trick to creating the right strategy is knowing what these challenges are 
and having solid plans to overcome them. In this article, we’ll cover four of the 
main financial content marketing challenges and provide some ways to 
mitigate them. 
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Four Financial Content Marketing 
Challenges and How to Overcome Them
Let’s look at four of the biggest financial content marketing challenges 
and how you can tackle them.
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1. Maintaining Regulatory Compliance
Regulatory compliance is central to content creation in financial services. 
Government agencies such as the Federal Reserve Board, the 
Securities and Exchange Commission, the European Banking Authority, 
or the Financial Conduct Authority set strict rules about the language 
that you use and the assurances you make in content. 
Financial content marketing must follow these detailed guidelines. 
Failure to do so can result in hefty fines and reputational damage.
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The fact that these regulations are ever-changing is one of the most 
significant challenges of content creation in financial services. You must stay 
abreast of new or changing regulations to ensure your content is compliant. 
You must also be able to prove compliance with regulations if you’re 
questioned.
To address these challenges, you should work closely with legal teams. They 
can create a compliance review process to check and approve all content 
before you publish. You should also invest in training and education for 
content creators to ensure they have a thorough understanding of the 
regulations. Alternatively, work with expert writers and editors that 
understand the industry.
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2. Explaining 
Complex Products
Explaining the benefits 
of your products and 
services in your content 
is vital, but many 
companies fall short 
here. This is because 
financial products or 
services are difficult for 
the average person to 
understand, and creating 
content that 
communicates their 
value to potential 
customers is 6
challenging. 
To make your content successful, you need to translate complex 
information into simple language for your target audience. According to 
Invoca, 90% of loan and mortgage consumers, 85% of check cashing 
consumers, and 76% of tax return preparation consumers start their 
journey with an online search. The purpose of this search is to gather more 
information and understand their options before making a decision. 
This creates a great opportunity to leverage your financial content 
marketing to address their questions. You could also create content that 
reassures them to encourage them to make a purchase. To improve content 
creation in financial services, invest in training and education for your 
content creators. 
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This may involve providing training on the technical aspects of financial 
products and information on effective communication strategies. You could 
also outsource this to an agency that already have the skills and 
knowledge.
With the right training and resources, your content writers can demonstrate 
the benefits of your products. 
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3. Targeting a Diverse Audience
The financial industry serves a wide range of customers, from young 
adults to retirees. Each of these groups has different needs, concerns, 
and financial goals. As such, it can be difficult to create content that 
appeals to all. 
Also, you need to consider your audience’s cultural and linguistic 
diversity and try to create content that is inclusive and accessible to 
everybody. 
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To address these challenges, you should segment your audience. Then, 
create targeted content for different age groups, income levels, or life 
stages. Before writing any content, research your target audience and 
use the data you collect about them. This gives you a deeper 
understanding of exactly who your target customers are and what their 
wants and needs are.
Once you create compliant content that explains your services in 
language that a diverse audience understands, you’re ready to post. 
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4. Measuring the Success of Your 
Strategy
Financial products are complex, which often means consumers have a 
long decision-making process before they take action. Because of this, it 
can be hard to measure the success of your content. A customer may 
read an article or watch a video on a financial service or product. But 
this doesn’t mean they will buy or invest immediately. 
Because the decision-making process can take weeks or even months, it 
can be difficult to attribute a sale or lead to a specific piece of content. 
You may also have trouble measuring customer engagement and 
satisfaction as these metrics are difficult to quantify.
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To mitigate this, you should adopt a holistic approach to measuring 
success. Track various metrics, such as website traffic, lead generation, 
and customer satisfaction. Use analytics tools to gain insights into 
customer behaviour and preferences. Additionally, you can use surveys or 
focus groups to gather customer feedback.
All of this information gives insight into the effectiveness of your financial 
content marketing. It’s also important to track the customer journey and 
the touchpoints that the customer has with your content. This will give a 
better understanding of the effectiveness of the content in the decision-
making process.
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If you want your content 
strategy to work, you 
must overcome these 
challenges. 
Unfortunately, many 
businesses find this 
difficult without 
professional help.
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Does Your Financial Services Business 
Need Professional Copywriting Help?
Creating content for the financial sector takes a lot of work. If you 
are struggling to get your strategy right, Goodman Lantern is here 
to help. We’re an experienced, award-winning content creation 
agency working across industries. We can help you develop the 
best content strategy for finance and overcome the unique 
challenges you face. Get in touch today to learn more about our 
services.
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THANK
YOU!
Goodman 
Lantern
Phone: Email: Website:
+1 9292993999 [email protected] https://goodmanlantern.c
om om/
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