Why do we evaluate the content of financial services companies?

Content evaluation is especially important for financial services companies, whose success depends on their ability to nurture a relationship with their customers. Content is the mediator of that relationship. In the financial industry, content supports such an important personal matter. Consumers place a great deal of trust in financial services companies to help them make good decisions, and content needs to assure consumers that a particular product or solution is the best option for them.

Financial services content should educate users about the value provided by a particular product or service – users should feel the institution puts their needs above profit, and they must believe the product or service will have a positive impact on their financial future.

To accomplish this, financial services content must walk the thin line between detail and plain language, state benefits and costs in a straightforward manner, and have a clear call-to-action that encourages the user to make a decision. We analyzed and interpreted data gathered from website users at 10 financial services companies. We selected the top 10 companies by Alexa web rank among companies within the top 15 issuers of general purpose credit cards as of Dec 31, 2016 based on outstanding balances.

Content Scope

This report evaluates each company’s sales content, defined as content that explains options, products or offerings that lead to a sale. Effective sales content for financial services companies includes product descriptions with unique use cases, and content that compares various offerings from the company as well as its competition. Examples of sales content include, but are not limited to:

  • Tools that allow the user to view and compare a company’s credit card offerings
  • Information that helps the user decide which type of card they need, and how to apply
  • Articles explaining what type of savings account is right for various age levels
  • Charts comparing checking account options
  • Infographics with a variety of possible investment paths (traditional, disciplined, aggressive, etc.)
  • Videos explaining a product’s benefits or customer testimonials

We examined each company’s website using our proprietary ContentWRX Index, which analyzes how users perceive web content across six dimensions. This report shares our top findings and actionable takeaways on how to improve the content of financial services companies.

Report Findings

Website content presented by these companies is generally relevant, polished and accurate. However, many users also indicated the content can be hard to find, and it did not influence them to take action. Because of this, overall content scores for the 10 companies were mediocre – clustered in the 66 to 82 range (out of 100), with an average of 77.

On the positive side, this means financial services companies have a meaningful opportunity to improve the effectiveness of their content and thus increase customer loyalty and attract new customers.

The Author

Content Science is a growing content strategy and intelligence company and the publisher of Content Science Review. We empower digital enterprises for the content era by taking their content approach to the next level. Customers of our professional services and one-of-a-kind products (such as ContentWRX and Content Science Academy) include the Fortune 50, the world’s largest nonprofits, and the most trusted government agencies.

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