Financial Content Marketing

Financial content marketing can help engage customers and generate applications
The right financial education content can drive successful engagement strategies for financial consumers. Content that puts consumers in control, educates them on their choices and builds their confidence and financial knowledge is the most compelling.

Partnering with customers on managing their finances, making them feel confident about their financial future, and taking the lead when necessary helps them believe you are on their side and looking out for their best interests.

Providing financial education content that is meaningful, that helps customers get the most out of their financial products will continue to enhance the relationship and encourage further engagement, discovery, and exploration that can spark growth in that relationship.

AdviceSite's evergreen financial education content helps to engage and educate consumers as they move along their financial journey.

Engage with Financial Education Content

Our licensing model allows you to make extensive use of AdviceSite content in any number of your points of customer engagement:

  • Online Engagement.
  • Social Media
  • Communications
  • Branch
  • Search

Under the terms of our license, you have permission to repurpose AdviceSite content in other channels outside of your website. You can reprint articles in email newsletters or use our content as handouts in branches or financial education seminars you may conduct on behalf of your customers.

Online Engagement

Nearly two-thirds of consumers prefer to go online to look for financial products, even though most still go to the branch to complete their transactions. A key ‘path to purchase’ stop is the financial education consumers undertake to assess their needs and identify solutions that are best to help them reach their goals.

With most financial product research beginning online, financial websites are often the first opportunity that providers have to engage consumers in a meaningful way. But financial product research is often more than assessing the different features and benefits offered for different account or loan options. There is financial education, needs analysis and a 'best for me' assessment that is often part of the process. That's where financial education content comes in.

Social Media

Social channels are about helping, not selling. Sharing educational content that is meaningful to social audiences will help build your social presence and spark discussions. Those discussions can stimulate exploration and discovery for financial consumers as they start to consider their own finances or financial goals.

If you follow the basic tenets of the social channels and provide content that is engaging, informational and educational, you'll build an audience as well as advocates for your brand. A strong social audience will help you grow share of wallet and retain existing customers. But it will take a good sized library of meaningful content to drive that engine.


Your marketing outreach initiatives, either via direct mail, email, or outbound call center or branch associate calls need to build relationship value as well as yield sales results. Effectiveness in these channels will create cross-sell opportunities and improve customer retention.

Including financial education content in your outbound marketing campaigns that is meaningful and engaging to your customers will encourage discovery and exploration and make it more likely that your sales pitch will succeed. Marketing messages that contain helpful educational content will be more well-received, allowing you to communicate with higher frequency.


While financial research begins online, conversions, account openings and financial product purchases are completed in the branch. Consumers want the helping touch, financial knowledge, the ability to review their options and affirmation that they are making the right decision before they're willing to complete a transaction.

Before finalizing their decisions, financial consumers prefer to replace doubt with certainty and make sure they have a good understanding of how a product will impact their finances. Being able to share knowledge through available educational content or demonstrate the impact of a financial decision via a financial calculator can help consumers get past all remaining sales obstacles and be ready to move forward with their decision.


Search engines are a valuable tool in helping banks and credit unions acquire new customers. But since most banks and credit unions offer similar products, relying on product keywords to drive website traffic will yield limited results because of the competitive environment for listings.

A differentiating approach to receive search engine traffic is to host educational content that draws users who use problem or goal based terminology in their search entries. This is a less competitive space that only financial providers who provide a wide-range of educational and personal finance oriented content can play in.