Finance Content Marketing for Gen Z

The 377 million-strong Gen Z already actively participates in household decision-making around finances. With entrepreneurial dreams, this generation is significantly more well-informed about all aspects of financial management – savings, investments, insurance, and payments. Despite massive spending capacity, only 15% of the brands are actively working to take advantage of the unique opportunity Gen Z presents. This could be because as the panel of world leaders in the financial space, such as JPM Chase, Credit Karma, and North Avenue Capital, says, this generation must be “engaged differently.”

This prudent and environmentally conscious generation needs personalized, quick, and effortless personalized solutions. In contrast to their priorities of trust and brand loyalty, the swipe generation is quick to explore alternatives after a single negative experience. Having grown up in the digital age amid the economic turmoil of 2008 and the pandemic, massive financial scandals, and, of course, delusional marketing, Gen Z either skips or looks at traditional advertisements with skepticism. Your finance content writing too needs an upgrade to engage and retain Gen Z.

Tips to Level Up Your Content Marketing

As a finance brand, you already know the importance of adapting your offerings and value propositions to your target audience. Tailoring content marketing is what gets you through the crowd and into the minds of your potential customers.

1. Finfluence, But with Relatability

Finding your way into Gen Z’s explore pages is a powerful technique to get discovered. However, this generation does not worship the bigshots, especially for money matters. You must collaborate with relatable and authentic influencers, with similar problems and solutions accessible to the “common man.” Micro- and nano-influencers cut smoothly through the noise. They are also more likely to understand the intricacies of financial content writing and cooperate with the marketing team. This comes as a relief to finance content writers, who maintain a fine balance of delivering messages within the confines of regulatory guardrails every day.

Strategy Success Story: American Express

American Express has hacked the code to influencer marketing with relatable and authentic user generated content (UGC). This gives the multinational financial brand an opportunity to engage its audience and establish two-way communications. The brand’s #AmexAmbassadors program is open to all Instagram users. The brand offers invites to exclusive experiences and parties to individuals with varying audience sizes and diverse topics, for sharing the benefits of the American Express card.

Strategy Success Story: Transamerica

Transamerica aces financial content writing and design for social media by maintaining its signature look and feel. All its social media posts follow the same pattern, creating consistency across channels and lending the brand greater recognisability. Additionally, linking health and financial wellness, Transamerica capitalises on the growing awareness around mental and physical well-being among Gen Z.

2. Demonstrating Your Human Side

Gen Z is beyond the concept of a perfect body, perfect lifestyle, age and gender roles. The cohort is not looking for perfection but authenticity. Authentic brand stories, business struggles, and lessons from failures establish a more humane image of the brand. Communicating your brand’s story and how you overcame challenges is a great way to demonstrate the human side of your brand. But this can be a tricky domain to enter, especially because the financial space is heavily regulated. However, there’s no obstacle an experienced financial content writing team cannot help you overcome. For instance, personalised emails and social media are effective channels to tell your story and establish transparency.

Strategy Success Story: Abrdn

Formally known as Aberdeen Standard Life, Abrdn recently rebranded its financial services business to showcase the brand as a modern, digitally enabled one. Their research revealed that 54% of the people believe that investing their money can have a positive impact on society. This led them to launch a campaign highlighting the “societal returns of investment,” rather than just individual financial benefits. Their video showcased real life stories, tapping into the emotional subject of progress in the field of robotics and prosthetics technology. So, rather than spouting dry facts, Abrdn’s told a powerful story with a real sense of purpose.

3. Address Real World Problems

Gen Z cares about the environment, their future, their loved ones, and social issues. 73% of them are willing to pay extra for sustainable products. Content that offers solutions to real-world problems can be a gamechanger in positioning your business among the leaders in finance.

Here’s some wisdom on Choosing Content Writers for the BFSI Industry

Strategy Success Story: JPMorgan Chase

JPM’s strategy is to focus on original and authentic research that its audience can relate to. For instance, updates on US gas prices in includes the opinions of citizens while reports on gold price speculations by market experts demonstrate the breadth of the brand’s industry presence. Simultaneously, the content offers usable insights to traders and other active participants in the financial industry.

Strategy Success Story: Ecofy

The one of its kind NBFC has a unique proposition for its customers – “We partner with people and businesses who want to reduce their carbon footprint and restore balance to the planet.” The brand extensively promotes sustainable living and financial practices. From sharing the tales of people switching to EVs to encouraging eco-friendly Diwali celebrations, the brand is widening the dimensions of writing finance content and inspiringly so.

4. Emphasize Brand Expertise with Thought Leadership

Gen Z recognises their gap in knowledge and works actively to bridge it through audio, visual, and written content. This generation is open to advice, especially if backed by statistics. This is a golden opportunity for financial brands to exert brand leadership, establish future readiness, and disseminate the message that you are there to handhold your clients when they need help. There are several ways a finance content writer can score a 100 on the brand expertise test. However, content formats that work well in the finance space are how-tos and concept explainer videos.

Strategy Success Story: Mastercard

Need we say more? Mastercard is known for its on-point video marketing campaigns. With close to 2,000 videos on its YouTube channel, the brand plays around with a lot of themes. Mastercard has short and long videos to offer education on all topics related to finance, including online security, financial empowerment, making the most of your credit card, etc. It also offers case studies of individuals who have made it big in their respective fields and raises awareness regarding cancer and the importance of inclusive spaces for the differently abled.

Getting marketing right for a niche and ultra-regulated industry like finance is challenging. Content writers who specialise in the finance can help you create original and impactful content that will help you connect with Gen Z. Consider this a wake-up call if you still don’t have a content plan to engage this potent cohort.

Veda Informatics has 20+ years of experience creating content for finance firms, from legacy banks to innovative fintechs. Talk to us to learn how powerful content can help differentiate your brand from the competition.