Content Marketing: Creating a distinctive content hub for US financial service provider.

Content Marketing makes the subtle difference in the finance industry.

Parts of the financial sector have a reputation for being cold and distant. Products and services can sometimes seem interchangeable, and the fine print can be daunting—a cliché that our client, the most prominent US consumer financial services provider, has long and successfully defied.

To replicate this marketing success in the B2B segment, we collaboratively strengthened our client's position as the ideal partner for businesses and SMEs in the German market. How? Through content marketing.

It quickly became clear that content for such a diverse target group must achieve at least three things: entertain, be helpful, and convince with relevant business tips. After all, the expertise of the iconic brand can only be authentically conveyed in this way, creating a personal touchpoint with prospects. An exclusive content hub in the form of an online magazine was the ideal stage for this.

"Overall, as a content marketing agency, we always strive for a balanced composition of content for our clients."

Editorial and Production: From strategic alignment to content management of the content hub.

Together with the client, we identified the thematic, strategic, and stylistic direction of the online magazine. Informative and advisory content tailored for SMEs was at the heart of the content hub.

Additionally, infotainment – the fusion of information and entertainment – was integral to the brand's voice. After all, snackable content encourages social media sharing and prompts discussions at the edge of the next business meeting. The range of topics covered now spans from cash flow and supply chain optimization to interviews with Germany's most intriguing business owners, as well as tips for enhancing sustainability, inclusion, and diversity in the daily operations of SMEs.

As a content marketing agency, we always aim for a balanced composition of content for our clients. This includes both the format mix – from long-form copy to interviews, Q&As, and infographics – and the positioning of content within the marketing funnel. The primary goal is to generate brand awareness through top-funnel content, engage users over the long term with mid-funnel content, and convert them at the right moment in their journey with bottom-funnel content.

SEO and Digital Advertising: Driving content hub traffic through Google, LinkedIn, Xing, and the client’s own channels.

However, even for our financial services client, content marketing can only be effective if the content of the online magazine is found by the target audience. To achieve this, we optimise every single post for the client’s content hub: from selecting high-traffic topics and identifying the best keywords to structuring the content for optimal UX and SEO performance.

Additionally, selected posts are promoted through digital advertising on social media channels like LinkedIn—targeted, efficient, and measurable. Our client relies on our expertise for campaign handling and reporting as well as for asset creation (text and images). We also provide suitable social media assets for managing the company’s own profiles.

The goal is always to continuously drive relevant traffic from the desired target audiences to generate additional leads and build a loyal user base.

3 Years of Content Hub – and we‘re still going strong!

Content marketing and SEO are marketing strategies designed for long-term results and continuity. It takes time to reap the rewards of these efforts, but it's worthwhile. Our client understands this well. For nearly three years, we have been managing their online magazine and continuously evolving the content hub. In short, we have become a well-coordinated team and look forward to continuing our collaboration.