It is quite possible to publish beyond the usual risks and opportunities.
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Perhaps you’re a financial professional. You’re up to your eyeballs in content – not a day goes by that you aren’t pushing a piece through the pipeline that talks about opportunities, or perhaps an article that’s all about risks. Or maybe it’s one of those crazy pieces that talks about risks and opportunities.
Ready for a break?
There are financial brands out there that have found a way to put out content on nonfinancial topics – things that are true to their ethos, but not explicitly about the markets, or budgeting, or tips for retirement. It works because the topics are both related to their core brand values and interesting to their audience, yet they stay within the scope of what their normal content looks like.
Frankly, I’m surprised that more financial brands haven’t worked nonfinancial content into the mix. If you’re considering the leap, check out these three examples of brands that have successfully worked nonfinancial content into their repertoire:
3: From a financial advice magazine: Career Inspiration
15 CEOs Who Started on the Ground Floor, Kiplinger’s
A series of character studies of CEOs who started in the mailroom or as clerks – what could be more American than that? Anyone who is reading Kiplinger’s has some ambition at heart, and is likely to admire or relate to the stories that combine hard work and success.
2: From a modern upstart: Personal Growth
Achieving Presence: An Interview with Social Psychologist Amy Cuddy, Betterment
The typical Betterment customer is probably younger, medium affluent, tech savvy, and interested in TED talks and “life-hacking.” So they’re probably pretty interested in an interview with author and TED talk-giver Amy Cuddy, whose research gives rise to this life hack: “We don’t need to embark on a grand spiritual quest or complete an inner transformation to harness the power of presence. Instead, we need to nudge ourselves, moment by moment, by tweaking our body language, behavior, and mind-set in our day-to-day lives.” Not every brand can tap into this configuration of topics, but for Betterment, it’s just right.
1: From a global brand: The World Cup
World Cup: Half time | Thought of the Day, UBS
Perhaps it’s only at UBS that the Chief Investment Office can drop blog entries about the World Cup. The topic is particularly suited to the euro-centric brand, and they manage to approach the sporting event in a way that does actually relate to financial decisions. UBS is particularly good at publishing content on nonfinancial topics, so spend a few minutes poking around their website if you’re interested in pursuing a wider range of subjects.
Content is here to stay for financial firms, and there is plenty of ground to cover beyond the traditional risks and opportunities topics. As you look at your editorial calendar, consider how your readers might appreciate a dash of the unexpected.
Looking for a freelance financial writer to help you shake up your editorial calendar? Reach out and let’s talk about your project needs.
Posted By
Carolyn
Categories
Compound Return Newsletter, Content Marketing