Now more than ever, and with the sheer volume of content available online, creating content that builds trust in the financial services sector is essential. Social media is undeniably a valuable asset for financial institutions, but it can also be a double-edged sword. Some of the content shared by self-proclaimed ‘investing gurus’ is not only misleading, but can do long-term damage. That’s why I firmly believe in a content strategy that combines in-depth, longer-form content, like articles and guides that promotes proper thought leadership, with a cross-platform approach to engage a diverse audience effectively.
One example that illustrates this strategy in action is our work with a client in the pensions space. Let’s face it: pensions aren’t the most exciting topic, and getting people to engage with them can feel like an uphill battle. However, by implementing a strong, cross-platform strategy and tailoring our messaging to different age groups, we’ve achieved significant campaign success.
The Key to Building Trust through Financial Content
There’s an age-old saying: “Trust takes years to build, seconds to break, and forever to repair.” Building trust through financial content requires authenticity, a focus on adding value, and a commitment to consistent and credible messaging. Trust isn’t given freely; it’s earned through thoughtful, well-executed content that resonates with your audience. With this in mind, here are the top ways we build trust through our clients content:
1. Prioritise Education Over Sales
To build trust, focus on positioning your brand as a thought leader. Educational content, such as in-depth articles, comprehensive guides, and detailed FAQs, helps to simplify complex financial concepts. This positions your brand as a trusted ‘advisor’ rather than a salesperson. When your audience feels empowered and informed rather than “sold to,” they’re far more likely to trust your brand and in turn, convert.
2. Make Information Accessible and Transparent
Financial topics can be intimidating, but they don’t have to be. Use clear language, relatable examples, and visuals like charts or infographics to break down complex ideas. Always include visible disclaimers and ensure compliance with industry regulations. Transparency builds credibility and reassures your audience that your advice is both responsible and trustworthy.
3. Leverage Data-Driven Insights
Numbers lend authority to your content. Whether you’re explaining market trends, highlighting investment returns, or breaking down risks, back your claims with reputable data. You can also link to credible sources or studies to validate your points if applicable. This appeals to the analytical mindset of your audience and solidifies your brand’s reputation as a reliable resource.
4. Humanise Your Brand
Trust is built through connection as much as credibility. Feature real voices, such as interviews with in-house experts or leaders in your field. When your audience can see the people behind the advice, qualified professionals with proven expertise, they’re more likely to trust the message. Similarly, customer stories and testimonials can serve as powerful real-world examples of your impact.
5. Maintain Consistency Across Platforms
Trust cannot be built in isolation. A consistent cross-platform strategy ensures your messaging is cohesive, whether your audience finds you on LinkedIn, Instagram, YouTube, or your blog. Repurpose long-form content into bite-sized posts, carousels, or short videos, ensuring each piece retains the same depth and professionalism.
6. Use Tools to Enhance Credibility
Technical tools, like schema markup, are invaluable for boosting your content’s visibility and credibility. By tagging your content correctly, you help search engines categorise it more accurately, which positions your brand as a trusted source in search results. This technical reinforcement complements the effort you put into creating high-quality content.
7. Address Challenges Honestly
In financial services, acknowledging risks or complexities is essential. Being upfront about potential challenges or losses, especially if your brand is in the investments space, demonstrates integrity and sets you apart from less credible sources that might overpromise. This honesty builds confidence in your audience.
How We’ve Achieved This
Long-form content, articles, guides, and blog posts have been a cornerstone of our strategy. It allows brands to showcase thought leadership, educate their audience, and build trust. To take this content a step further with building authority, we’ve been using schema markup to ensure these pages rank well on Google and position the brand as a trusted voice.
What’s Schema Markup?
Schema markup is a type of code that helps search engines better understand your website content. It acts as a framework, structuring data so specific elements like articles, reviews, or products, can be displayed more effectively in search results. This enhances your visibility with rich snippets, such as star ratings or event details, making your site more engaging.
Some common schema tags include:
- Article: For blogs, news, or articles.
- Event: For webinars, conferences, or local events.
- Product: To describe product details, such as price or availability.
- Review: To highlight customer feedback, including star ratings.
- FAQ: For frequently asked questions.
By implementing schema markup, your site is more likely to be categorised as a trusted source, which in turn strengthens your credibility.
Streamlining Content Creation
Another way to produce quality content efficiently is through interviews with internal experts. Draft a few targeted questions, spend 20 minutes with the expert, and record the conversation using an AI tool like Claude. The transcription can serve as a solid foundation for an article or guide. By also recording these sessions, either via video or screen share, you can repurpose the material into multiple pieces of content with minimal additional effort.
The Role of Social Media
Social media amplifies your long-form content, creating additional touchpoints for your audience. Here are a few strategies we’ve found effective:
Carousels
Summarise key takeaways from an article in an engaging, scroll-stopping carousel. Use a compelling opening slide to draw readers in and make sure to include a call-to-action linking back to the full article in your caption.
Stand-Out Quotes
Highlight key quotes or stats from your content using eye-catching graphics. Bold colours that follow brand guidelines can draw attention to critical data points.
Infographics
Present complex information visually with infographics. These are highly shareable and make technical details more accessible.
Final Thoughts
Building trust in financial content requires precision, transparency, and a focus on value. Disclaimers are crucial, omitting them is not just unprofessional but risky. While leading brands rarely neglect this, it’s a common oversight among unqualified ‘finfluencers’ offering questionable advice on social media.
By prioritising quality, transparency, and consistency, you can create financial content that not only informs but truly earns your audience’s trust.
