Content Marketing

How To Scale Content for Financial Services

CopyPress

Published: September 19, 2022 (Updated: September 23, 2022)

While content marketing is tough, it can be even tougher to scale content for financial services. Seriously, finance marketing might be one of the most difficult industries to break into with content marketing. But difficult doesn’t mean impossible.

Most industries have a fairly level playing field when it comes to ranking. Finance, on the other hand, is ruled by big corporations, governments, and established publications. Part of overcoming this barrier comes through scaling content marketing. To keep up with these giants, you have to scale your content base. But, considering how nuanced Google’s ranking algorithms are, it can be hard to know where to start.

In this guide, we cover the steps to scale content for financial services, with topics like:

Understanding Content for Financial Services

A central difference between content marketing in finance compared to other industries is the Google restrictions. The financial industry—no surprise here—deals with money, finances, and financial advice. With this in mind, Google couldn’t just recommend any old website to their audience. All the advice needs to be clear, precise, and from a reputable source. To gauge these factors, Google uses two metrics:

  • Expertise, Authoritativeness, and Trustworthiness (E-A-T): Back in August of 2018, Google released an algorithm update that made E-A-T a priority in terms of Google rankings. Websites that were already ranking well suddenly lost their top spot, with Google shifting the algorithm towards companies that demonstrated these three traits. In March of 2022, Google mentioned E-A-T on their Search Central Blog, suggesting that it is still something that their systems use to rank content.

 

  • Your Money or Your Life (YMYL): Any page that could have a potentially negative impact on someone’s life is more severely judged by Google. You can find everything from news and health to finance and law here. Due to this, pages that could fall under YAML often have a much greater emphasis placed on E-A-T. Of course, Google doesn’t want to recommend random financial advice, preferring to rank content from established and trustworthy publications.

With these two factors in mind, content marketing for financial services is notoriously complicated. All the content that you produce needs to be fact-checked and incredibly detailed. The main problem with these two ranking factors is that Google’s algorithm simply isn’t that smart. While it can analyze content on a page, it can’t give a relative score to how valuable financial advice actually is.

Due to this, content marketing for financial services is always dominated by recognizable brands. A search for any finance-related term or question will likely give you a few main results. You’ll see big companies like TurboTax, governments, or established (10-15 years of content) finance blogs.

Image showing the top Google search results for the keyword "how to take out a mortgage".

Take “how to take out a mortgage” as an example. This first page is filled with huge financial blog names like Investopedia. We’ve also got Forbes, a well-established publication. Governments even make an appearance with CitizenInformation, which was developed by the Irish government. Google isn’t just going to recommend a small finance website with a couple of other articles.

These content ranking strategies pose a big problem for financial companies looking to scale online. When writing content for this area, we should always focus on optimizing your site to fall in line with the best YMYL and E-A-T practices.

Related: Types of Copy and What To Use For Your Business

Preparing Your Website to Scale Finance Content

The first place every content marketer should start with a financial company is on their home website. Optimizing this space should always be the first step because Google will take your site into account in terms of domain rating and E-A-T. Even if the financial content you produce is top-notch, if it’s coming from a badly structured website, it won’t rank. If we break down each word in E-A-T, they give us a signal of the type of content that Google’s going to promote.

  • Expertise: You need to have experts on your site, posting well-written and researched content.
  • Authoritativeness: Are you skimming a topic, or are you getting down to the nitty-gritty?
  • Trustworthiness: Prove that you know what you’re talking about. Why should Google trust their search volume with your site?

The first two pillars of E-A-T mainly relate to the content itself. However, trustworthiness is where we can pay a little bit more attention. There are a few main signals that a site is trustworthy. Each of these is something you can write or create on your home website to boost its authenticity. You’ll want to make sure your financial services website has:

About Us Page

Include a detailed page that breaks down your business. Who are you, when were you founded, and who’s on the team? A comprehensive About Us page will demonstrate your financial authority and show Google that you’re a team of experts in the industry.

Contact Details

This is an often-overlooked factor that’s vital for success. Make sure your contact details are easy to find and extensive. I’m talking emails, numbers, social media links, and everything that connects you to your business. More information makes it easier for audiences to contact you with questions or feedback.

Author Pages

Each author that posts on your site should have a mini about us page. Include information about their expertise, years in the industry, and anything that shows they’re authoritative and trustworthy. By showcasing authorship for the subject matter experts that contribute to your finance content, you’ll show audiences your company is trustworthy and an authority in your niche.

Social Media Pages

When linking to social media accounts, you need to make sure those accounts line up with what you’re saying. Don’t link to a personal profile. Rather, link to a professional profile that showcases your financial expertise. Although it’s simple, this point is important when building up a reputable brand image.

Across these main pillars, you’ll be able to radically improve how trustworthy your business comes across. With a great foundation, you’re then ready to build high-value financial content.

Related: 7 Steps To Scale Content Using Data

How To Scale Content for Financial Services

Now we get on to the fun part. You’ve optimized your site, you know what to include in each article, and you’re ready to scale content. Due to how search engines rank financial content, you can’t just use any old tactics here. That’s why we’ve included the following steps showing you how to scale content for financial services:

1. Streamline Finance Content

One of the best ways to improve Google’s perception of your E-A-T score is to work with trustworthy brands and individuals. Guest posts are a wonderful way of getting new voices onto your site with great advice. While an industry expert can bring validity to your site, the process often comes with a few roadblocks. Due to how strict Google is with finance content, you need to make sure everything you upload is legally compliant. Although your in-house team might already know the ins and outs of financial guidelines and content marketing requirements, the same doesn’t go for all guest writers.

To streamline the editing process and ensure you can get content out quickly, you should produce a content guidelines page. A short guide that gives writers all the information they need to know will go a long way. This guide will help inform a guest writer’s production process, meaning their final draft is a lot closer to what you need.

As you scale content for your financial services, time is of the essence. Creating a guide that helps writers get it right the first time around will speed up your editing process. Faster editing means shorter turn-around times, helping you to consistently get content out of the door.

2. Expand Your Influence

If you want to prove your expertise, you need to build authority for your company. In most cases, it can take time to build authority in the finance niche. Think about it. Why does Investopedia rank high in SERPs? It’s because they’ve been building authority consistently since 1999.

But we don’t want results in 20 years, we want our financial content to rank now. And you can get financial content to rank more quickly by expanding your influence through guest blogging. Guest posts are a valuable opportunity of getting experts onto your site. Yet, guest posting works both ways, you can also write for other sites.

By contacting notable publications and gaining guest post opportunities, you’re able to build up your sphere of influence. Submitting high-value articles to distinct sites will increase your visibility. From a community standpoint, this will ensure that people learn your brand’s name and start to think of you highly. Equally, with your name appearing across many different sites, Google will also begin to see your site as authoritative.

What’s more, posting on other sites ensures you get more backlinks to your site. Backlinks are one of the most important aspects of modern SEO, making this a win-win-win strategy.

3. Target Long-Tail Keywords

Content marketing in finance has fierce competition. You’re going to be up against industry giants, especially for shorter keywords. To combat this, focus on long-tail keywords. So instead of focusing on head terms with high search volume and ranking difficulty, target the granular keywords with smaller search volumes. If giants are ranking for “how to get a loan,” perform keyword research for long-tail terms like “how to get a loan for an accountancy business.” While there may be fewer searches for this extended term, you’d have a much easier time ranking.

What’s more, this long-tail strategy allows you to scale content marketing for financial services extremely easily. The world of finance touches every single industry. With this, you’ve got an incredible opportunity to scale your content to become increasingly specific. As you rank for long-tail keywords, your site authority will build. Over time, this makes hitting those primary keywords even easier. Scale your content production by pushing hard on the long-tail element of your article process.

4. Perform Your Own Research

Originality is fairly hard to come by online. Especially when you scale content for financial services, you might see coverage on just about every topic. But you can still put an original spin on these topics to make them your own. One of the best ways of doing this is to do topic research that no one else has.

To get this research, you’re going to have to conduct studies yourself. Luckily, this isn’t as complicated as it sounds. Conducting your own research can be as easy as sending out a poll to your email list. You can even include an interactive poll within an article.

Even a poll with simple yes-or-no questions can give you a core piece of data that no one else has. Producing interesting insights is a fantastic way of getting people’s attention. If your article does well, other content marketers will see the information you’ve collected and link back to it. As we stated earlier, this results in backlinks to your site, helping your finance content rank better. Scaling content for financial services works fantastically when you share research, sources, and facts. After all, it’s the finance industry and audiences appreciate sources for statistics you find in your research.

5. Diversify Your Content Distribution

Image via Wyzowl

Most people simply think of quantity when it comes to scaling finance content. While producing more written content certainly goes a long way, there’s more than written content out there. Since 2015, one of the leading forms of content across all industries has been video content. In the age of YouTube and TikTok, creating fast financial advice via video is a fantastic stream to consider.

According to Wyzowl’s 2022 State of Marketing Report, 87% of markets have stated that video content helped to increase their traffic. This is up from only 55% back in 2015, demonstrating the explosive growth that this marketing medium has seen.

So, if you want to scale finance content, then pushing into other mediums can be a great way of doing so. What’s more, as video is a much younger form of content than articles, you’ll have a much higher chance of ranking for this content format. While established companies have been writing for years, they haven’t been creating videos.

Sticking to the same old content formats is a huge mistake. That’s why it’s important to combine your research with in-depth content analysis. At CopyPress, our analysis tool shows you where your business’s content gaps are and what your top competitors are doing to rank in SERPs. Using this insight, you can plan the strategies you’ll use to scale finance content for your company.

How To Optimize Content for Your Financial Services

As a financial services company, your website is going to be a big factor in whether or not Google ranks your content. But that’s not the only piece of the puzzle. We also need to take into account your on-page optimization for each piece of content you write. Alongside providing great information and in-depth articles, here are a few simple steps to optimize for financial content:

1. Fact Check

If you’re quoting numbers in the content but haven’t included any studies to back them up, you look like you’re making things up. Fact-checking all of the financial content you create is vital. Be sure to link to studies, cite references, and create a traceable web of content. By providing readers with sources to all the facts you cover in your content, they’ll be more likely to trust your company’s industry authority.

2. Include Authoritative Links

Alongside linking to facts, you need to check the validity of those facts. Think about it this way: reputable sites always explain how they find particular stats and figures. If you’ve linked to a website with a low domain rating, you’d be better off changing the study. Follow external linking best practices when including facts, data, stats, or figures as you optimize finance content.

3. Publish Author Pages

Much like on your site as a whole, each content piece should have an author. If it’s an individual, include a short bio about them with their other details. If it’s a team, link to your About Us page. Create a smooth pathway for Google to follow that proves your credibility and authenticity.

These three things are vital for producing financial content. If Google can’t spot an author with a biography and links to their socials or website, the content’s validity could be called into question. Equally, if you’re linking to studies done back in the 90s, your links are going to look a little shady.

4. Update Older Content

Content marketing for financial services doesn’t end the moment you hit publish on an article. Even though creating high-quality content is the priority, we can’t forget a piece once it’s published. Over time, articles become outdated and begin to fall in the rankings. A large portion of great content marketing for financial services is evading any potential search ranking drops you could experience. By comparing an article’s position in the rankings every three months, you can see if an article is starting to lose traction.

These articles are where you should begin. Focus on updating information, improving readability, and adding new links and studies. Little changes can make a big difference. Refresh content to boost search rankings and improve SEO. Then, track post rankings over time with a tool like Google Search Console. Aim to do this once every quarter. If you’re stretched for resources, every six months is also an effective timeline.

Scale Your Finance Content with CopyPress

Content marketing in this industry is definitely a challenge. But with the right data and plans, you can create a strategy to scale content for your financial services. Being able to scale your content marketing output is vital here and will help you build credibility and work toward a top spot in search rankings.

Are you looking for a solution to scaling finance content quickly without sacrificing quality? Get in touch with CopyPress and find out how we help businesses and agencies scale content across different industries. When it comes to YMYL content, CopyPress has the tools you need to plan your content marketing strategies so you can achieve your business goals.

CopyPress

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