More than two-thirds (67 percent) of marketers say that content marketing generates demand and leads for their business.

As a business owner, you know that increased lead generation contributes to more conversions and a better bottom line. Do you know how to use content marketing to land more leads, though? If not, you’re in the right place.

Below, you’ll learn how you can use content marketing to generate more leads for your financial services business.

What Is Content Marketing?

Content marketing involves creating and distributing content online — including blog posts, videos, and social media posts.

In many cases, these posts don’t directly promote a brand. However, they increase the audience’s interest and encourage them to learn more about the business.

Content Marketing Tips for Lead Generation

There are lots of ways that financial services businesses can use content marketing for lead generation. The following are eight of the most effective strategies:

1. Set Clear Goals

As with any marketing strategy, an effective lead generation strategy involves setting clear goals.

Figure out what you want to accomplish by creating content for your financial services business. For example, do you want more people to sign up for your email list?

Once you know what you what to achieve, it’s easier to tailor your content effectively.

👉 Want to hear more? Check out the four key benefits of developing a content marketing strategy for financial services businesses.

2. Get to Know Your Audience

Along with setting goals, you also need to understand your audience.

What kind of people do you want to attract to your financial services business? What is their average age? What type of work do they do? What are their pain points, and how can you solve them?

Knowing your audience will also help you make your content more appealing to your target clients.

3. Choose the Right Marketing Channels

Once you know whom you’re trying to reach and what you want to accomplish, you can choose which marketing channels you want to use to promote your content.

If you’re looking to connect with more business owners, you may want to focus on LinkedIn content marketing. If you want to appeal to a younger audience, TikTok may yield better results.

4. Focus on the Marketing Funnel

The standard content marketing funnel is divided into the following phases:

• Awareness: At this stage, people want to learn about your services.
• Evaluation: At this stage, people are evaluating your services more closely and deciding if they’re the right fit for them.
• Conversion: At this stage, people decide whether or not they’ll invest in your services.

Create unique content for each phase of the funnel. This approach will help you meet your audience members where they are and encourage them to continue learning more — until they eventually invest in your services.

5. Invest in SEO

Search engine optimization (or SEO) helps you boost your search engine ranking and get closer to the top of the search engine results page (SERP). Techniques like keyword research, proper keyword placement, and strategic formatting will make your content more accessible for people to consume and bring you closer to the coveted top spot.

6. Understand Keyword Intent

Keyword intent tells you why someone is searching for a specific keyword.

For example, are they looking to buy a product or invest in a service? Do they want to learn more about a particular concept?

Understanding keyword intent can help you create content that people genuinely want to read, watch, etc.

7. Establish Yourself as a Thought Leader

Establishing yourself as a thought leader will help you gain credibility and encourage people to see you as a trustworthy professional. One of the best ways to become a thought leader is to publish articles on sites like LinkedIn and share your expertise.

8. Prioritize Quality Over Quantity

While you need to publish content consistently to remain relevant and boost your search engine ranking, you should still prioritize quality over quantity. It’s better to publish one high-quality piece of content per week than 4-5 low-quality ones.

Get More Leads for Your Financial Services Business Today

Are you ready to generate more leads and take your financial services business to the next level?

Start with the tips discussed above. They’ll help you build brand awareness, increase interest in your services, and enhance your sales efforts.