How to write blogs for financial services

Writing blogs to sell financial products is a challenging exercise, no matter how close you may be to the product itself. Financial products and services are by nature complex and sometimes not really a dinner party conversation. But financial products and services are important to any individual’s life and people do want to know about them.

The task for financial copywriters is how to convey information that people actually want to know about in a way that they actually want to read them and continue to read on until they reach the contact form.

Blogging has become a very popular form of content marketing in recent times and not only does it assist with your SEO greatly, blogs are a great way to provide your financial knowledge to your target customer base and in turn, become a trusted and credible source.

There are a range of matters to consider when writing an engaging blog about financial products and services and if done right, can change your company’s web traffic significantly – let us take you through some of them now.

Set the right tone

First and foremost, think about your audience. Are you looking at targeting working men and women or married couples or the college student? Depending on the life stage of your readership, you will need to consider the tone you are looking to use. Similarly, the type of topics you look to cover will need to coincide with the questions that are in the minds of your target customer base. A college student may be looking at shorter term plans versus a couple, who may be looking at purchasing their own home and a long term financial plan.

Show empathy and understanding

Closely linked to tone is bringing out empathy and understanding in your blog. Many financial matters can be sensitive and a blog that shows its reader an understanding of their feelings is likely to get them reading until the end. For example, talking about debt and bankruptcy matters requires a level of practicality but also a recognition of the hardship of the individual. Even more so is the socioeconomic background of the person.

For instance, in a blog from a financial advisor, clients will read the blog and get a sense of the approach of the financial advisor to such sensitive matters. A degree of personability will go very far if showcased in your blog.

Accessibility of content

Financial concepts can be difficult to grasp, especially where your readership is not familiar with the matters at hand. Analogies are a good way to make concepts accessible to a wide audience. For example, something like compound interest can be best explained by using something like kittens or puppies, because then you will maintain the attention of your reader.

There is something to be said about content that people can relate to and although they may be on the internet to find answers to a question, attention quickly disappears if the content is not accessible to them. Grab you reader with an engaging tagline but make sure you don’t lose them during the blog. The moment your reader feels alienated, that is the moment they leave your blog page.

Going back to accessibility, think about creating a glossary that can be interlinked to your blog. This will also keep your potential clients on your website for longer and they may even visit another blog post – or two.

To make a financial blog, you need to be able to take the complex financial concepts and technical jargon into topics accessible to your particular readership. To do this, you will need to be mindful of the tone and approach to ensure you do not lose your reader along the way.

Want to know more about writing blogs for financial services? Contact a content writer at Attention Agency today.


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