Just as a plant needs sunlight and water to thrive, every financial service business needs a steady stream of new customers to flourish.
Financial firms like banks (digital or traditional), insurance companies, and accounting agencies all require targeted, engaging web content to attract and retain clients.
Content marketing for financial services done well will provide this, giving your business the strong foundation it needs to take root and grow.
However, cultivating it isn’t easy if you:
- Have little to no experience in crafting a financial content marketing strategy
- Are unsure of what types of content will resonate with your audience
- Lack the expertise to create effective content and nurture growth, even if you know what’s needed.
Improving your content marketing strategy is indeed tough, especially when you’ve probably waded through countless articles with terms like “keyword mapping” and “SERP analysis”, which may not mean much to you.
While these have their place, we often see marketers investing heavily in them without achieving the desired results.
Increased website traffic doesn’t always translate to new customers, after all.
Many content strategies miss the mark by overlooking this crucial link to business value.
Just how can you craft financial content that converts?
This guide focuses on how you can do this. The seven types of content marketing for financial services strategies we’ll cover are:
- Explain your product with video marketing
- Get visual with infographics and quote images
- Seek the thoughts of experts
- Optimize for GEO as well as SEO
- Create content that matches your reader’s search intent
- Create product pages that break down complex features
- Make full use of internal linking
Want to get more financial services customers? Book a no-cost consultation with the Mint Position sales team, and we’ll show you how to reach the right people.
7 tips to get more customers with content marketing for financial services
1. Explain your product with video
Video is an incredibly effective form of digital marketing, especially in the financial services industry, where customers crave trust.
A friendly face talking your target customers through how your financial products work is the most effective way to win them over. This includes product tutorials that help them with setup or simply understanding the product or service without using the jargon that alienates people.
“Marketers often use excessive jargon, obscuring the actual product value,” says Michael Gross, Product Marketing Manager at BitGo, a token management platform. “Instead, video demos clearly show what the product does, removing the need for interpretation and making it easy for potential customers to see its benefits in action.”
Marketers agree, with almost 40% reporting it as the format that increases conversions the most, according to SEO specialists HubSpot.
The highest converting landing page elements
Source: HubSpot
As such, 73% of companies now use explainer videos to detail how their products work, while social media clips and testimonial videos are also a big hit.
AI-generated tools are simplifying the video content creation process for companies by removing the need for expensive equipment and countless hours of editing.
These tools can transform text, blog posts, and even presentations into engaging videos with realistic voiceovers and visuals, bringing video marketing campaigns within reach of businesses of all sizes.
How you can create a video that gets more customers
Video is a powerful tool for attracting customers, and you don’t need a Hollywood budget to get started.
Simple, informative videos that focus on clear messaging and valuable content should be within budget for any financial service provider or fintech.
AI-powered tools like Synthesia can help create professional-looking videos without the need for expensive equipment.
As your budget and expertise grow, you can refine your video production. But the key is to start creating and using the power of video to connect with your audience right now.
2. Get visual with infographics and images
Not everyone wants (or has the time) to read through swathes of financial product-related text, not even the business professionals you might be targeting.
92% of B2B marketers use short articles or posts to package valuable information into digestible content that busy executives can easily consume on the go, according to research by the Content Marketing Institute.
57%, meanwhile, report using visual content like infographics to illustrate important data points and trends.
The message is clear: Educational content formats like white papers and webinars will always play their role, but for maximum engagement and knowledge retention, variety and brevity are key.
This goes without saying for most B2C audiences who would rather not wade through dense, technical jargon explaining how a financial product works but instead want to know how it solves their particular problems.
Breaking a piece of content up with interactive infographics and quote images will keep target customers interested, making them more likely to spend more time on your site.
How you can use visual content effectively
All types of content can benefit from visualization. Here’s a quick guide as to how you can do that for your business, from quote images to social media marketing for financial services.
- Convert complex financial data into engaging infographics that help your audience’s understanding while reading your content.
- Use eye-catching quote images to back up your points or act as testimonials.
- Create short, animated videos explaining product benefits.
- For blog posts, embed interactive content like charts and graphs to illustrate key points. Remember, visuals should simplify, not complicate.
- Package any of the above into social media posts, as they’re ideal for capturing attention on feeds.
3. Seek the thoughts of experts
Financial service customers crave information, and the best people to give it to them are experts.
Even better, if you can include it in your content, then you’re on your way to building the trust you need from your customers for them to buy from you.
Thought leadership content is second only to video (mentioned above) in the fastest-growing B2B marketing investment strategies in 2025, according to research by the Content Marketing Institute.
The fastest-growing B2B marketing investment strategies (2025)
Source: Content Marketing Institute
Why?
Financial service businesses, from banks to insurance firms and accounting agencies, are waking up to the fact that unique expert content not only impresses their customers but also helps them stand out in the “sea of same”.
This is a term used by copywriting expert Ann Handley to describe the ever-deepening online landfill, accelerated by the overuse of generative AI.
However, this does come with challenges. Many brands fall into the trap of creating their thought leader content as an obvious promo piece, which simply turns people off.
“A frequent error is being too promotional, which veers into marketing rather than thought leadership,” says Yogesh Shah, CEO of iRESEARCH Services writing for Forbes. “Instead, focus on delivering genuine value through your insights and expertise.”
Businesses often make the mistake of thinking they need the finance industry’s top experts to create this content, but often, the answers lie with in-house experts.
No one knows more about your product than your own team, after all.
How you can create great expert-led content
Insightful subject matter expert content can come from two places – interviews with external experts or the expertise you already have on your team.
Ask yourself: Who’s the go-to person for that tricky product question? Ask them for a chat. Host a quick workshop. Encourage them to share their knowledge in their own words.
Now, turn that expertise into something engaging. Think of high-quality, human-centric content that AI can’t replicate (e.g., original research using unique data, expert opinions on current trends, explainer videos, etc.).
Crucially, leave the sales pitch at the door. Focus on giving genuine value and clear, actionable insights. That’s how you build trust and cut through the noise.
4. Optimize for GEO as well as SEO
We all know how generative AI models like ChatGPT are changing the way we do things, but many people overlook their impact on internet searches.
AI Overviews are the AI-generated snippets you often see when you do a Google search. These now appear for over 60% of informational keywords (the most common type used by financial services customers), according to a recent study by Botify, an enterprise software company.
The frequency of AI Overviews for different keyword types
Source: Botify
This reflects how the way your customers search is changing. Instead of typing simple sentences into Google, they’re now asking AI complete questions.
Let’s look at an example relevant to financial services marketing. Instead of searching for “financial advice” or “financial planning services near me”, for example, your customer might ask an AI tool, “How do I choose a financial advisor?”.
This search shift demands a new approach: Generative Engine Optimization, or GEO. Instead of just matching keywords (as with SEO), GEO focuses on optimizing your content to become part of the AI-generated search responses known as AI Overviews.
The businesses that can get their content into these Overviews will get an instant boost to their brand awareness and the organic traffic and conversions that follow.
However, this isn’t to say that SEO is irrelevant now: in fact, keeping up to date with the latest SEO trends is essential. 75% of AI Overview content comes from sites ranked in the top 12 search engine results, according to the report mentioned above.
How you can optimize for AI searches
SEO is about ranking high on the search results page, while GEO is about getting your content directly into AI answers. They’re two sides of the same coin, but it requires some clever tweaks to how you create your content.
Your content needs to answer search questions conversationally, as if you were talking to a potential client.
This means:
- Writing naturally, using clear language, and structure your content effectively. AI engines love well-organized information with clear headings, bullet points, and examples.
- Keeping your content up-to-date. Competition for those AI-generated answers is tough, and GEO models favor the latest financial information. Removing dates from your content is one way to get around this issue and keep your content evergreen.
- Directly answering top questions: Write headers and content using the questions that appear on AI Overviews or Google’s People Also Ask questions box.
- Accuracy is key. You need to really understand your target audience’s questions and pain points to create truly relevant GEO content.
- Optimizing for AI mentions: “Train” AI to recommend your brand by ensuring your website is crawlable, including updating your website’s meta descriptions and title tags.
5. Create content that matches your reader’s search intent
One of the biggest mistakes financial services companies make with their content marketing is not targeting the right audience with the right content.
The best fintech content marketing examples come from an author who knows exactly who they’re writing for and how to answer their burning questions.
Let’s take ESG investing as an example. You wouldn’t start an article targeting “top ESG funds” by defining what ESG investing is. Someone comparing ESG investment options clearly understands the concept and is ready to take action.
The key is tailoring your content to the right audience. For bottom-of-the-funnel (BOFU) content, speak directly to the buyer, not just anyone interested in the topic.
Think of it this way: an article titled “Best ESG Funds” might waste time explaining the nuances of environmental, social, and governance factors.
A truly effective article, however, would jump straight into a curated list of top-performing funds, comparing their fees, investment strategies, and impact reports – exactly what the savvy investor is seeking.
How to create content for the knowledge level of your audience
The key here is to really dig into the persona that will be reading your content. Once you have a clear idea, make sure you cover the following areas (we can use the ESG investing example as a guide):
- Address pain points: What are the specific challenges your target audience faces when it comes to ESG investing?
- Exploring use cases: How can ESG investing help them achieve their financial goals and values?
- Providing examples: Detail real-world case studies of successful ESG investments.
- Highlighting product features and benefits: Clearly explain how your product or service can meet their ESG investing needs.
6. Use BOFU content (like product pages) to break down complex features
Financial firms like banks (digital or traditional), insurance companies, and accounting agencies often struggle to put their products in front of the people who need them. Even if they do, they then tend to confuse them with jargon and put them off buying.
The most successful businesses are those that can target potential customers actively seeking solutions and then explain how their product can provide them.
This is where excellent bottom-of-funnel content (BOFU) comes in.
The first step is to hone in on specific search engine terms that indicate a strong purchase intent.
For example, someone searching for “Which high-yield savings accounts with no fees is best for me?” is closer to conversion than someone simply researching “how to save money.” In the case of the first example, you’ll be best placed to write a comparison article, as described below. (Remember, too, that this conversational adjustment is important for GEO searches.)
The best way to find these high-intent terms is to both research your target audience in great detail and interview your sales staff. Both will know your ideal customer’s pain points down to a tee.
The second step is creating a mini-library of actionable bottom-of-the-funnel content ideas, including:
- Product pages: Clearly outline the features and benefits of your specific savings app with compelling calls to action.
- “Alternative to” articles: E.g., “Alternatives to Acorns (or other company) for Automated Savings”
- Use case blogs: i.e., “How to use a savings calculator to reach your financial goals.”
- Comparison articles: I.e., “Comparing the top 3 savings apps with round-up features.”
- Pricing pages: I.e., “Our fees vs. (competitor): Which savings app offers the best value?”
Ultimately, high-converting BOFU content provides clear value to the reader by showing how the product directly addresses their needs and helps them achieve their goals.
How to create high-converting BOFU content
There’s a clear formula for creating BOFU content that converts, but it must be followed with care and knowledge of how your target audience thinks.
In-depth research to find potent keywords will take you some of the way, but you must also know how to craft informative content that speaks to your customer.
You must also know how to weave in strong CTAs and testimonials that encourage conversions and then track and analyze content performance metrics so that you know which adjustments to make over time.
This is where a specialized financial services content marketing agency can be invaluable.
7. Make full use of the three types of SEO linking
Great content marketing for financial services sometimes comes down to understated factors that quietly do the hard work for you.
SEO link building is a prime example of this. When done well, it greatly increases the amount of organic traffic directed toward your content, helping bump up fintech lead generation.
To summarize, we can break down a linking strategy into three main areas:
1. Internal link building
Good internal links should build intuitive connections to other related, valuable content within your library that will guide your visitors down the sales funnel.
Once you have a library of high-quality content, you can create the “Wikipedia Effect,” where the reader stays with you for longer. The more of your content they read, the more they trust you, and the more likely they are to convert.
2. Outbound links
Think of outbound links as bridges connecting your content to the wider world of information.
Linking to other trusted sources adds credibility to your content, but it’s better to try to aim for neutral sources, particularly in competitive fields. Content marketing for financial advisors, for example, should avoid promoting rivals.
“It’s important to choose authoritative sites to link to that aren’t competitors”, says Rebecca Lake, a personal finance expert. “If you want to link to a survey on retirement planning, for instance, it makes more sense to link to a government website rather than another financial advisory firm.”
3. Inbound linking
Inbound links, also known as backlinks, are like digital endorsements.
Imagine a major financial publication linking to your insightful blog post on wealth management – that’s a powerful vote of confidence in your expertise.
Search engines recognize this and reward your site with higher rankings. Why? Because these backlinks signal that your content is valuable, trustworthy, and relevant, making it more likely to satisfy user search queries.
Essentially, the more reputable sources link to your site, the more authority you gain in the eyes of search engines.
How can you use great link-building?
The best use of linking comes via strategic yet natural link building. Links to your product pages and other blog posts must flow naturally within the text and provide genuine value to the reader. Forced or overly promotional linking has the opposite effect.
The anchor text should be clear, concise, and accurately describe the linked content.
For example, if you’re writing about the importance of financial planning for retirement, there should be plenty of opportunities to link to your retirement planning services page or a blog post with a retirement calculator.
What makes great content marketing for financial services? Find out with Mint Position
Great content marketing in financial services goes beyond traditional marketing tactics. Your customers are desperate for valuable and engaging content to help them make important financial decisions, and you can help them with this.
The best marketing strategies for financial services demonstrate a deep understanding of customer needs and pain points. They use clear and concise language, avoid jargon, and focus on providing genuine value. They also possess a strong SEO focus to ensure the content reaches the right audience.
This is a lot of work for an in-house team that may lack the time, resources, or specialized skills in SEO and content creation, especially if you’re a small business or startup with limited marketing personnel.
At Mint Position, we have a long track record of creating high-impact content marketing for financial services. Our team of experts combines journalistic-quality research, multi-keyword SEO, and precise buyer funnels to deliver content marketing efforts that drive results.
We help you identify the right financial topics, craft compelling content types, and develop a high-yielding financial marketing strategy while you focus on what you do best: growing your business.
Ready to see how the Mint Position formula works? Get in touch with us, and we’ll show you how we can help your business grow.
