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Spice Up Your Financial Content

DATE PUBLISHED: January 21, 2015

financial_bloggingIs your financial content a bit, well, stale? Don't blame yourself. It's financial content, after all - not exactly the most electrifying material in the world. But fear not, there is hope. With a little planning and effort you can spice up your financial content and effectively engage users so that the idea of refinancing an auto loan could almost be, well, fun. (Notice we said "almost").

Here are some tips.

Introduce a brand ambassador. Let's say an in-house writer or a ghostwriter writes your current blog. Regardless, a writer's name is attributed to each post. This approach is sufficient, but not entirely exciting. Go further and position your writer as a brand ambassador. Post their photo, include a brief biography, and position them as an expert in their field. For example, have a recurring post by Jim, the investment expert, or Jennifer, the economist who assiduously studies mortgage rates. This approach personalizes what is normally dry material and helps your brand exude expertise in the process.

Guest blogs. A new face every now and then can certainly spice up your financial content marketing. For example, thousands of Americans are now dealing with the Affordable Care Act's affect on their 2014 tax returns. Bring in a tax expert to post a guest blog on the bill's ramifications for taxpayers.

Newsjack. In a similar vein, take news stories, attribute them, and throw questions out to the readership. Taking the ACA example further, there's no shortage of articles and columns that can drive conversation and educate users without resorting to political bickering.

Post questions. Content should be a two-way street. It's not enough to say, "Analysts predict interest rates will rise in 2015." That's boring. What's slightly less boring is positioning this idea as a question: "Will Interest Raise? And What Does It Mean for the California Family?" Furthermore, the blog should pose questions to the readership. 

Infographics. Data is boring. Data presented in visually appealing infographics are certifiably less boring.

There's also another benefit to creating interesting content: it makes your financial content marketing efforts much easier since compelling content resonates with users and is more likely to be shared.

What do you think? How does your team spice up your financial content?  What other strategies did we neglect to mention?