{"id":530524700,"date":"2024-03-05T09:40:29","date_gmt":"2024-03-05T14:40:29","guid":{"rendered":"https:\/\/contently.com\/?p=530524700"},"modified":"2024-03-14T13:32:36","modified_gmt":"2024-03-14T17:32:36","slug":"content-marketing-for-financial-institutions-5-content-examples","status":"publish","type":"post","link":"https:\/\/contently.com\/2024\/03\/05\/content-marketing-for-financial-institutions-5-content-examples\/","title":{"rendered":"Content Marketing for Financial Institutions: 5 Examples of Content Done Well"},"content":{"rendered":"

Flashier B2C brands often muscle their way to the center of the marketing stage, showing off products and services that people love shopping for. But finance content<\/a> doesn’t have to be far from the excitement\u2014after all, it takes budgeting know-how to afford those pricey shoes.<\/p>\n

Believe it or not, financial content for a bank<\/a> can be fertile ground for creativity. If you\u2019re working on content marketing for financial institutions<\/a>, you\u2019ve been asked to fulfill a particularly bright promise: Not only do you need to establish a trusting relationship with your audience, but you need to develop a voice entertaining enough to make your bank stand out.<\/p>\n

After all, the actual content of bank marketing stays largely the same from institution to institution\u2014there are finite ways to approach writing about, say, a checking account or a credit card. But just like bottled water, it\u2019s the packaging that counts.<\/p>\n

Here are some of our favorite examples of branded content marketing from banks and financial institutions in the last couple of years.<\/p>\n

MD Financial\u2019s Medical School Cost Calculator<\/h2>\n

MD Financial\u2019s goal<\/a> is even more specific than the goal of most financial companies; they aim their content at medical professionals and their families and focus specifically on the financial challenges faced by this demographic.<\/p>\n

That\u2019s why the brand\u2019s med school calculator<\/a> is such an incredible tool. By targeting a young audience that hasn\u2019t yet committed to medical school, they initiate a trusting relationship early. After all, if a pre-med student uses an MD Financial calculator to pick a med school, they\u2019re way more likely to consult relevant branded content as they grow in their career.<\/p>\n

\"MD<\/p>\n

Keep the marketers\u2019 Rule of 7<\/a> in mind when you create content for an audience that you hope will stick with your brand their entire careers. On average, it takes a consumer seven points of contact to feel they have a relationship with a brand. The earlier you can seed that first memory of value, the faster you\u2019ll reach customer loyalty.<\/p>\n

Citi Entertainment<\/h2>\n

When it comes to placing a brand name in unexpected situations, Citi is the reigning queen. Because of Citibike, you can\u2019t rent a bicycle in most cities without thinking of the bank; meanwhile, if you want first dips on hot concert tickets, you better have the Citi Entertainment program<\/a> page bookmarked.<\/p>\n

The bank\u2019s entertainment access program links its credit card in consumers\u2019 minds with aspirational and fun purchases like concerts. If you\u2019re a Citi person, the music content suggests, you\u2019re also the kind of person who spends disposable income on live music. You\u2019re not just financially literate; you\u2019re fun-loving, young, and hip.<\/p>\n

While anyone can view Citi Entertainment content, you have to have a Citi card to make a purchase. While deciding whether to pull the trigger and convert, you can follow Citi Entertainment\u2019s content via email newsletter or on social media. All the content distributed through those channels hammers home the same point: cool people simply bank with Citi.<\/p>\n

It\u2019s the bank\u2019s long-term commitment to a younger audience, pop culture, and entertainment that makes Citi\u2019s access program one of the best pieces of branded content marketing for financial institutions.<\/p>\n

Mastercard\u2019s #PricelessToMe Campaign<\/h2>\n

Mastercard celebrated the 25th anniversary of its \u201cPriceless\u201d branding<\/a> in 2023, and all evidence suggests we\u2019ll be hearing more of the slogan for decades to come. One place you may not have expected to see this branded content in action? The Australian Open.<\/p>\n

Here\u2019s where the campaign gets interesting\u2014rather than simply run an ad on their latest products, Mastercard wanted to shine a light on Australia\u2019s growing culture of inclusivity. With the help of well-known Australian athletes with disabilities, Mastercard positioned itself as the credit card distributor that connects people and businesses.<\/p>\n

The Australian Open #PricelessToMe<\/a> campaign wasn\u2019t just a commercial. Instead, the company built multiple experiential activations (complete with a game of tennis simulated from the perspective of a player with a vision impairment), funded a Blind Spots Australia grant, and launched a WebAR competition that encouraged spectators to complete a series of challenges.<\/p>\n