By Bethany Dameron
Getting ahead of your communities is not easy.
The times of Rotary clubs and large public events are different, and having an online presence is essential.
Gartner research shows that 74% of financial services leaders expect “substantial” or “significant” transformation of the industry over the next four years.
This includes how you connect with your current and future customers, who, as we’ve seen before, hang around online.
Did you know that more than half of the people who arrive at your company’s website bounce after seeing a single page (Contentsquare)?
Those who remain only visit four pages and spend an average of 53 seconds on those pages.
According to HubSpot’s 2022 report, 47% of consumers viewed 3-5 pieces of content before starting a chat, video call, or email conversation.
So what does this correspond to?
You’re amazing at math, so I’m sure you already know that, but content marketing allows you to create valuable content for your customers to consume before they commit to using your services.
Research shows that 90% of buyers use some form of online research before requesting a conversation, so why not support them in their search by providing them with relevant content that will help them make their decision faster?
This is where curated content comes in.
You can share valuable information with your customers and prospects, keeping you in mind and guiding them to their decision or referring others.
As the premier content curation tool (G2), we know a thing or two about content curation.
While we know content curation is effective in helping your customers make a purchase decision, let’s review the pros and cons of curated content for your business.
Benefit #1: Makes you more likeable
Let’s face it, competition in financial services is fierce.
It seems like everyone sells insurance, offers financial advice, or works in banking.
But people want to work with real people, not some faceless giant corporation.
Show your personality by sharing useful content with your target audience.
Is fishing a popular pastime for your customers? Do you often find yourself in animated banter about popular sports teams?
Thinking outside the box about what kind of content you can share with your customers can help them find common ground with you.
But what if not everyone you serve likes fishing?
That’s a fair point, and I’ll counter again with curated content.
You can target several particular areas of interest to ensure everyone you want to work with can find something valuable to connect with while showcasing different parts of your personality.
After all, wouldn’t it be great to know that your potential client is already a good candidate for work even before that first consultation? It’s not just about financial prowess!
Advantage #2: sets you apart
This next pro is tied to #1, but sharing curated content will set you apart from the competition.
Not everyone creates or curates content specifically for their customers, and you have the opportunity to build a personal relationship through content.
And content curation is not just for new customers, but also shows your current customers that you still care about them without trying to sell them stuff all the time.
We’ve seen curation used to stimulate conversation.
One of our recent clients was sharing selected articles about changes to 401(k) strategies on his LinkedIn profile.
One of their clients reached out and said, “Just reading that article you shared that reminded me that I need to tell you about a 401k plan that I’m looking to start.” BINGO!
It’s a much better path than that advisor who emails everyone saying, “you should open a 401(k) plan.”
Advantage #3: Doesn’t require as much work as creating your own content
One of the biggest benefits of content curation is that it doesn’t take as much work as creating your own content.
Do not mistake yourself; content creation is essential and valuable.
We recommend a mix of curated and curated content to maximize your results.
But instead of just having your voice present, giving your customers a preview of what you’re reading can save them the time and mental energy of research.
It also builds confidence that you’re an unbiased thought leader with their best interest at heart, whether it’s financial services or lifestyle trends and topics – and I bet you’re already reading this guy. articles anyway.
You are just one step away from enjoying this period even more!
Cons #1: Compliance is tricky
Ok, so we’ve gone over some of the best reasons to use curated content in your business, but with every pro list, there’s usually a scam list.
Compliance is ESPECIALLY tricky in the financial services industry.
I mean, there’s FINRA, FCA, FFIEC, IIROC, SEC, PCI, AMF, GDPR… not to mention your own internal company restrictions!
Solution #1: Proofpoint (compliance technology integration)
UpContent has developed a great partnership just for finserv companies like yours with the leading compliance technology in the space, Proofpoint.
Your compliance team can create a compliance policy in Proofpoint, enabling or disabling specific elements you want or need.
Then, UpContent takes that policy and connects it to your UpContent account so that every time an article moves from a topic to a collection, the full text of the article is automatically checked against that Proofpoint compliance policy.
If something is reported, it indicates in UpContent that the article was not compliant.
And with our automated filters, you can set the rules to allow only articles that meet compliance to be made available to the advisor for sharing.
No manual compliance workflow needed!
Cons #2: You have multiple locations across the country
It is essential to ensure that the content shared will resonate with your current and target customers.
If you have a large company with people in different cities, you would need an army of curators to keep up with each location’s needs and preferences.
For example, as a mortgage company, you need to show that you understand the local market AND what is happening nationally. Sharing only a national perspective can create a disconnect on how you are informed about local challenges a homeowner may be considering.
Solution #2: Localize your content
With over 215,000 posts (and growing), using technology like UpContent can surface relevant articles from local, national and international outlets that match the interests of your audience and the message your team wish to transmit.
You can have a collection for every location in your business and set up automated checkpoints so your employees can easily find approved articles to share without hiring extra people to focus on content curation.
Disadvantage #3: You have to navigate competitors’ content
Now, we’re not saying you should NEVER share content created by your competitors.
Your customers have the Internet, and at some point they’re going to find out that life insurance isn’t something you can afford.
Still, it’s probably not a good idea to share a competitor’s press release explaining how amazing he is.
For example, say you own an insurance company and an article you discovered has a section on the benefits of working with your main competitor, quotes, etc., but nothing about you and your business.
This is not the best article to share.
Let’s take another example. Let’s say the next article covers some great points about the importance of life insurance and that binding a policy while you’re younger is the best way to go.
But, it also quotes a member of your competitor’s management team.
Should it be thrown away?
Not necessarily. In fact, showing this lack of bias will probably appeal to your audience, because they can now be even more confident that you can be the “go-to” source for all things life insurance and don’t rule out good ideas simply because competitors are mentioned. .
Finding all this content and then reading all possible articles to make sure it is balanced and does not favor your competitor would take a lot of hours of work if you are not using a curation tool.
In UpContent, you can design your queries to exclude your competitors to easily avoid having to read any content by or about them. You can also choose to keep this content if it is written by publishers you trust, knowing that they do not publish advertising or sponsored content.
This eliminates the extra step of sifting through curated content to remove your competitors.
You can also use this feature to avoid other keywords or phrases that you need to avoid for compliance, demographics, etc.
Next steps in content curation for your business
Customers are better informed than ever and it’s easy to find someone to help you with any financial service you may need.
What will give your business the edge is how you educate your prospects and customers. Using curated content is a smart way to get yourself in front of people with a fraction of the time investment required to create original content every time.
While the drawbacks presented are very real, they are just challenges that you can solve with some of the online content tools like Proofpoint or UpContent.
UpContent helps you automate the process of discovering and sharing content curation to make the ROI worth it by automatically posting articles for you twice a day and integrating with the best in the sharing business of content.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.