How personal finance brands can use content to attract new customers

It’s one of those new year promises most people make – this year, I’ll sort out my personal finances. From pensions to savings, many of us have a tendency to procrastinate when it comes to making long-term financial decisions. We know it’s important, we know that it could make us better off, yet still we put it off. Here’s why long-form content is crucial when it comes to helping consumers and attracting new customers.

Understanding why people delay

Many individuals put off making important financial decisions for a variety of reasons:

Complexity: Financial matters can often appear daunting due to their complexity. People may feel overwhelmed by the sheer volume of information and choices available, causing them to delay taking action.

Fear of mistakes: The fear of making costly mistakes can paralyse individuals. They may worry that they lack the knowledge and expertise to make the right decisions, leading to inaction. A recent study by wealthify found that the main barrier to investing was a fear of getting scammed.

Immediate gratification: Humans are wired to seek immediate rewards over delayed benefits. This inclination can lead people to prioritise short-term spending and enjoyment over long-term financial planning.

Lack of awareness: Some people may not fully grasp the long-term consequences of their financial choices. They might not see the urgency in making decisions today that will impact their financial future. For example, MoneySuperMarket found that a third of Brits have no idea how much they have in their pension pot.

Emotional barriers: Emotions such as anxiety, guilt, or denial can prevent individuals from addressing their financial issues. They may avoid confronting financial problems to escape these uncomfortable feelings.

How long-form content can help

Long-form content such as native articles can be a powerful tool in addressing these procrastination tendencies and motivating action in the following ways:

Comprehensive information: Long-form content allows for in-depth exploration of financial topics. It can break down complex concepts into manageable sections, making them easier to understand. It’s hard to get this information across in a banner as or short-form social post.

Educational depth: Through detailed explanations, long-form content can provide a deep understanding of financial matters, helping to alleviate the fear of mistakes and uncertainty. Crucially, it can also help lesser-known brands build trust with potential customers though content such as…

Case studies: Lengthier content can include more detailed case studies and examples, showcasing real-world scenarios of financial success stories. These can inspire and illustrate the benefits of proactive financial planning.

Step-by-step guides: Long-form content can offer intuitive guides that help individuals through the process of making financial decisions, reducing the feeling of being overwhelmed.

Long-term perspectives: By discussing the long-term implications of financial choices in detail, long-form content can highlight the importance of taking action today for a more secure financial future.

Actionable advice: More in-depth content can provide more actionable and detailed advice, giving readers a clear roadmap for implementing financial changes in their lives.

Interactive elements: Long-form content can incorporate interactive elements such as quizzes, calculators, and worksheets that engage readers and encourage them to take immediate action.

With these strategies and examples, you can create personal finance content that not only informs but also inspires and motivates people to take control of their finances and plan for a more secure future. 

Contact us today to see some examples of our work with leading financial institutions.