6 Inspiring Content Marketing Examples from an Uninspiring Industry. When marketers can make car insurance and debt consolidation sparkle, they’ve proven themselves to be masters of their trade. Here are 6 finance industry content marketing examples that truly shine out. Progressive Insurance with the Perfect Brand Persona Outdoing even Geico’s strangely adorable mascot, the Geico gecko, Progressive Insurance has created a masterfully appropriate strategy led by the company’s helpful and insurance-loving brand personality, Flo. An Instagram account filled with examples of corporate social responsibility. Discover Financial Services with Customer Focus Discover’s content strategy is very people-forward. You won’t find UVPs and a run-down of the company’s philosophy with this financial company. Real-time industry conversations Webcasts by thought leaders Subscription email newsletters – they have several to cater to varying customer interests A free online accounting library A free standalone website dedicated to covering accounting news A useful blog fittingly coined Deloitte University Press Active social feeds across all the company’s social media accounts, including a great example of B2B LinkedIn marketing in action, as well as direct links to the company’s leaders’ Twitter accounts, a subtle tactic that fosters a sense of community with the brand while also establishing the management team as industry experts Ally Bank with Fun and Engagement Ally Bank went the fun, make-the-customer-smile route with their content marketing. This financial firm has created an immersive brand community with its content marketing. The Morgan Stanley website and social media platforms connect customers to videos, podcasts, and blog posts on the current global zeitgeist.
Content marketing at its best will draw you in without you even realizing what hit you. Nowhere is the power of good content more apparent than in the unsexiest of industries – finance. It’s not overly challenging to make fashion brands or vacation destinations appealing. But tax accounting? Now that takes skill.
When marketers can make car insurance and debt consolidation sparkle, they’ve proven themselves to be masters of their trade. Here are 6 finance industry content marketing examples that truly shine out.
Progressive Insurance with the Perfect Brand Persona
Outdoing even Geico’s strangely adorable mascot, the Geico gecko, Progressive Insurance has created a masterfully appropriate strategy led by the company’s helpful and insurance-loving brand personality, Flo. They’ve projected an over-arching theme of friendly, flawless service. It starts with Flo, but it resonates through every piece of content.
- An Instagram account filled with examples of corporate social responsibility.
- A clean website design with minimal text, just plenty of clear CTAs and Flo with her trademark starched white uniform and cherry red lipstick smile.
- An easy-to-use app for customers, with intuitive features and Flo’s smiling face
- Video marketing featuring ever-perky Flo
There’s a clear message woven into the entire Progressive content strategy: Relax, Flo’s got you covered. She (and by extension Progressive) will get you perfectly tailored coverage because of a sincere passion for risk-reduction, nothing else. It’s pure, simple, and unobtrusive.
Accredited Debt Relief with Seamless Social Proof
Accredited Debt Relief, a debt consolidation company, pulls all the stops with social proof and influencer marketing techniques to build confidence and trust with their content. They even offer a free calculator to spell out exactly what a customer’s experience will be when using Accredited’s services.
This content message addresses their target buyers’ pain points of anxiety and uncertainty: Not sure how to get out of debt? Don’t worry. Here are the industry awards, client testimonials, proven results, and even a Shark Tank TV star to tell you Accredited Debt Relief is your ticket out of debt.
Discover Financial Services with Customer Focus
Discover’s content strategy is very people-forward. You won’t find UVPs and a run-down of the company’s philosophy with this financial company. Everywhere the customer runs into Discover, they are met with nothing but benefits…
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