Data from Invoca shows that 81% of shoppers often research online before transacting. You don’t expect this to be different in the investment sector, where making the right decision depends on acquiring a lot of information. This offers investment companies a great opportunity to discover new customers—no wonder most of them have implemented content marketing in their marketing strategies.
And after weeks or even months of crafting perfect guides, publishing them often feels like a victory lap. Most companies would expect the traffic floodgates to open, the comments to roll in and the downloads to pile up. While that could happen, it could be just a few days away that your masterpiece drifts into the dark corner of your website archives, gathering virtual cobwebs.
Such experiences can be frustrating, and you don’t want them. Thanks to tech advances, you can now check any website’s traffic for free, assess your performance against competitors and implement corrective measures to help reach and retain more visitors. And if you want to understand more about how investment guides can help distinguish your brand, stay around.
Why these guides can be a gold mine
As you have already read, most shoppers today often survey online before shopping. That could include reading blogs or watching videos. According to Wix.com, about four in five internet users regularly read blogs. Imagine the pain of losing such an audience just because you haven’t integrated content marketing into your strategy.
It’s no wonder that nine in ten marketers use blog posts to achieve their marketing goals. Engaging and informative blogs can help improve your brand reputation, as they could give the impression that you’re an expert. When it comes to investing, no one wants to lose their money because of misinformation. And if investors spot a platform offering reliable information, they will be more likely to remain loyal to it.
They could also talk to their friends about such platforms because humans rarely keep quiet about such encounters. And given that 88% of people trust word-of-mouth recommendations, you can imagine the organic growth that investment companies offering reliable guides can experience. Providing ongoing value through these guides also helps build long-term customer relations and encourages repeat transactions.
Breaking content into smaller parts
At a time when concentration spans are rapidly reducing, you don’t want to overwhelm readers with unusually large pieces of content. Smaller, more focused pieces can be more engaging and easier for audiences to consume and share, leading to higher engagement rates. For instance, if you have a 35-page PDF on real estate investing that’s barely being downloaded, consider converting each of its major sections into standalone blog posts optimized with long-tail keywords.
According to experts, such keywords have an average conversion rate of 36%. Meanwhile, most top-performing landing pages only have a conversion rate of about 11%, meaning that integrating the correct long-tail phrases can significantly improve website traffic. Extracting quick tips and posting them on socials like LinkedIn or X (formerly Twitter) can also be handy. Bite-sized advice, mixed with some short videos, can get shared far more often than long reads. STRIDEC agrees with this, claiming that such data can receive up to 48% more views than static image content.
Also, don’t ignore platforms like YouTube. According to Global Media Insight’s approximations, YouTube alone has over 2.7 billion monthly active users. Developing simple 15-minute walkthroughs of key concepts from your 35-page guide can be handy in capturing views from this huge audience. In simple terms, you want to meet your audience where they are – whether on YouTube, social media or blogs.
Optimizing each piece for discovery
Just having great and informative pieces is not enough. Companies should also tailor them for search engines to achieve maximum results. That’s where adding features like FAQ sections comes into play. Remember, about 83% of customers often visit websites to access information. As such, integrating FAQ sections allows businesses to cater to these audiences, leading to higher customer satisfaction and increased conversion rates.
Then there’s aligning with the growing popularity of mobile phones. In most places, more than 60% of internet traffic comes from these devices. No serious investment company would want to miss out on this population just because their content required continuous zooming or pinching on devices with smaller screen sizes. That’s why most of them are turning to responsive designs, and if you were to consider the broader e-commerce sector, over 90% of businesses have already implemented them.
Google and other search engines prioritize user experience. If they have to rank your content highly, it must be user-friendly; otherwise, you may only accumulate digital dust because of poor ranking. To avoid that, repurpose your content to ensure it’s mobile-user friendly. And while considering these options, remember to avoid overly generic keywords. Small, specific keywords are easier to rank for and bring in highly qualified visitors – people already interested in your niche.
Repurposing your investment guides isn’t just about recycling content for its own sake. It’s about unlocking the hidden potential in already existing work and getting it in front of people who need it most. This could improve your brand reputation and cause more investors to become loyal. Approaches like content atomization allow for optimized content delivery across different platforms, while keyword research helps ensure more targeted reach.
