The financial content space has considerably changed over the past few years. It has moved from audiences looking for financial content, to content creators fighting to catch audiences’ attention. This has started the struggle to get to the top of search lists and online advertisement displays.
In such times, BFSI brands need to focus on their audience’s voice and align it with what they wish to say. For this, they need to create interactive financial content.
Here are top four ways to create interactive financial content:
1. Start with your website
Don’t keep the website structure of a brand limited to conveying brand messaging. For this, interaction mediums should not be limited to bots, forms and the “contact us” page.
Solution – Placing a lead magnet can help you increase the engagement level of your platform. By measuring these interaction levels on your platform, you can experiment newer ways to interact with your audience. These can also help you simultaneously accumulate leads.
2. Prioritise social listening
As per a survey by Hootsuite, around 2/3rd of marketers agreed that social listening has become one of the most important trends of 2023. Social media can be an excellent resource for collecting audience perspectives. You can come across a mix of pleasure, concern and rage as you read audience comments and posts. These can help you focus on the right aspects as you make your financial content strategy.
Solution – You can collect cues from your ORM (Online Reputation Management) team for brand mentions. This can help you develop a list of related keywords that are connected with these mentions. You can also compare these target keywords with those used for your competitor brands.
3. Add an empathetic tone
Empathetic listening is the highest level of listening. The other three forms are ignoring, listening pretension and selective listening. For empathetic listening you need to put yourself in the audience’s position and understand the reader’s concern.
Solution – Discussing the concerns of existing and potential users through customer service executives can help you gauge this correctly. At times, a loyal customer can be your biggest resource bank for identifying communication gaps.
In addition to this, you can conduct closed-user-group surveys that only include your target audience.
4. Don’t stop listening
As trends change, so can your audience’s perception of your brand. So, it is important to keep listening as a part of your review process. This can help you take informed, data-driven decisions and detach from personal biases from time-to-time.
Solution – Periodic audits and highlighting unique medians in audience attention can help. Always choose a data-driven approach that is supported by internal and external information rather than personal biases on “interests” to form a content strategy.
To conclude, continuous listening is the key to building a loyal audience base. We, at Pa Se Paisa, prioritise listening to your audience while forming content strategies. To know more about our approach to people-friendly financial content, please visit our website.
