As a result, FinServ buyers are only interested in content that serves their immediate needs. This means that, in order to appeal to buyers, financial services content must offer:
Thought Leadership: Enable buyers to learn mobile no data about new solutions or approaches to financial challenges. This helps them understand the industry and start to perceive your organization as an expert in the market.
Useful Data: Provide reliable information that will help them build a business case, improve their bottom-line performance or save time.
However, there are other factors to consider, such as:
Authority: Does your content present your business as a trusted source?
Readability: Does your content make it easy for the buyer to get what they need quickly?
Connection: Does your content show that you understand FinServ buyers’ challenges and care about helping them?
What Kind of Content Do Your Buyers Consume?
It’s important for FinServ marketers to remember that their audience consumes a wide variety of content – and most of it is not produced by a prospective vendor. Let’s consider just a few channels through which buyers might find information relevant to your offering:
Industry News: Many FinServ buyers read trade publications, and this can become a key part of their research process. They learn about what others in their industry are doing and may also be influenced in their purchasing decisions by related industry news.
Third-Party Reviews: From Clutch to Gartner, there are many trusted websites that either curate user reviews or create their own expert reviews of FinServ companies. This is a powerful source of insight that the average buyer is likely to trust more than vendor-generated content.
Social Media: Buyers tend to trust their friends and peers to provide impartial insight and help them understand the problem they are trying to solve. Social media is the most prominent space where this happens, and it is not uncommon for a buyer to ask their network to recommend a reliable vendor.
