Bringing copy to life for brands in the travel or entertainment business is one thing. But what if you’re a fund provider presenting the latest developments in fixed income or a multi-asset class? The challenge is far greater. Not just because you can’t converse about tropical holiday destinations or the latest Oscar nominations, but because everything you do present, needs to comply with strict regulations. In this feature, we discuss how to inject some fresh ideas into your content strategy and overcome the notion that financial copy is boring.

Showcase your fund managers

It’s widely trusted that what makes a business successful is its people. The way investments are managed and how relationships are established often influence clients’ investment decisions. Don’t be afraid to showcase your expert fund managers and their insights to nurture client engagement with your brand. (tweet this!)

Think outside the textbox

We won’t pretend that fund profiles are always the most inspiring read. But there are ways to make them more stimulating. Infographics are a great way to illustrate concepts that are complex in nature. Specialist banking and asset management group Investec have taken this a step further with colourful comic-book style illustrations which have proven to be an effective way to document industry subjects, such as the Interest Rate Challenge.

When it comes to the content, conveying enthusiasm, an empathetic tone and even a sense of humour can go a long way to forming a connection with any audience. Yet financial content is at times void of personality and lacking the ‘human touch’. Whilst maintaining a professional figure is crucial in the banking sector, taking a more personal approach can bolster response rates amongst financial advisers. They are human after all.

Key insights in 140 characters

Speaking of personality, social media platforms allow for a more informal voice to be heard, and over the past year we have seen financial companies opt for a braver tact with this growing marketing channel. The challenge is providing engaging financial stories within a character limit on Twitter. The bigger challenge though is ensuring your tweets are compliant and not considered as advice to an unrestricted audience. Nevertheless, reacting promptly to market news on social media is a great way to showcase your brand and keep clients informed. Social tools can also facilitate advisory based discussions, with LinkedIn providing restricted groups and forums.

Be smart with the small print

Paragraphs littered with asterisks and footnotes is an all too common scene when it comes to financial content. Why not consider an alternative approach, integrating the small print into your copy, so that clients’ questions are answered upfront. This gives a sense of transparency and trust, not to mention a better flow to your content.

New ways to connect with your clients

Marketing channels and their capabilities have grown extensively in the past decade. Constant developments provide financial marketers with new ways to interact with advisers. Here at StoneShot, we integrate the latest code into our emails and landing pages to provide cutting-edge design and functionality. Styling fonts and call to action buttons can significantly improve the readability of your content.

Video capabilities have also matured and can now be embedded into emails. Our latest Digital Marketing Survey (DMS) indicated that 60% of advisers watch fund provider videos. Delivering your content through a mix of channels will keep your clients guessing and engaged. Just keep your videos relatively short. To find out more about our survey insights, let us know and we’ll send you a copy.

A final thought…

Ensuring your content is relevant to its intended audience is the number one rule in preserving your clients’ interest. It may seem simple enough, but financial advisers operate in different capacities. For instance, discretionary advisers strategize and make investment decisions on behalf of their clients whereas advisory services require final sign off from the client. Execution-only firms carry out the investment decisions, but the client will directly instruct their wealth manager to buy and sell assets on their behalf. With this in mind, the content you deliver to clients should depend on the nature of their involvement in investment decisions.

For more advice or to discuss your content strategy, please get in touch at