The ContentWRX Financial Services Index Report has been released, and financial service providers large and small will want to take note of their industry’s most prevalent content effectiveness issues. The six ContentWRX dimensions include Discovery, Accuracy, Polish, Usefulness, Relevancy, and Influence, and you can read all about the rhyme and reason behind the ContentWRX Indexes here.
The companies analyzed include:
Respondents reported difficulty for these 10 industry leaders with the following ContentWRX dimensions:
The number one area of concern for the financial service industry falls under the Influence dimension. This ContentWRX dimension homes in on what users do after viewing content.
Unfortunately for this industry, users take no action whatsoever anywhere from 54% to 23% of the time after viewing a piece of sales content.
The Content + Credibility Study revealed that trustworthiness and credibility matter the most when it comes to financial and health content above other industries including retail, travel, and even politics. This means financial service providers have an opportunity to increase their influence while simultaneously raising users’ trust in their brand and accumulating more conversions.
Of course, sometimes a piece of content does its job perfectly and answers a user’s questions or solves their problem and no further action is needed. Yet, when it comes to an industry as complex and emotional as personal finances, the opportunity to guide users to a sale through content that further aids in their decision making should be an important part of guiding the user experience. In order to do so, financial service providers must embrace content evaluation and content intelligence to better serve their customers and potential customers.
To avoid users bouncing or taking no action at such a high frequency, financial service providers must focus on improving in three ways regarding Influence:
Subscribe your team to Content Science Review for access to the full ContentWRX Financial Service Providers Index Report with insights about each dimension and best practices to take financial content from poor or average to excellent. Other indexes available to subscribers include:
Content Science Review subscribers have access to the ContentWRX Index Report: Financial Services edition and all of our ContentWRX Index Reports.
Interested in a free ContentWRX demo? Contact us or schedule your demo.
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