Financial services marketers are allocating more of this year’s budget to create original content
Search engines are now rewarding quality content over search engine optimisation (SEO) in their results. SEO, which sees keywords in a headline often given more importance in the ranking of story than the content itself, has long been the bane of financial services marketer copywriters. But the renaissance of bespoke relevant content online has begun.
Relevant search results
Google started the ball rolling with its Google’s Panda update in 2011 which saw it begin to penalise thin content in its bid to offer clients more personalised and relevant search results. The update uses metrics such as bounce rates and time spent on a page to determine the quality of the article’s content. The longer the time spent on the page, the better the content and greater likelihood that it’s shared via social media.
Marketers are taking note
And marketers are taking note. The search industry which brings in £880 million to the UK economy is expected to grow by 10% this year. A recent Enquiro White Paper revealed that 70% of prospective clients start looking for a product via a search engine and 75% click on organic search results, so it’s no surprise that the financial services marketers that took part in the latest Content Marketing Institute survey are allocating 26% of this year’s budget to create original content, with 60% spending more than they did in 2011.
Sian Barlow, Head of Sales and Marketing at Sticky Content, says:
“Content marketing is about engaging users with regular pieces of generous information that positions you as an expert, speaks to their priorities and leaves them wanting to find out more.,”
Julia Hutchinson COO of the APA, says:
“It’s also about strategy and thinking how traditional and social channels can work together to give you and your client an integrated and effective client experience. In terms of content we are seeing marketers really looking at the area of thought leadership, of owning a topic.”
