Any online search these days for ‘COVID-19’ and ‘finance’ or ‘banking’ will quickly lead you to the word digital. Aside from being overwhelming, there are other issues with digital-pushing content that financial marketers really need to consider:
- Do you know what you mean by ‘digitising’? Definitions can vary, but when it comes to the world of digital, there are three distinct categories:
- Digitisation: Converting a process from analog to digital.
- Digitalisation: The use of digital technologies/data to change processes.
- Digital transformation: A broader strategy that requires widespread adoption of digital technologies and associated cultural changes to implement.
- Everyone is doing it. The words above are now overused, moving dangerously close to becoming the worst marketing buzzwords. And as with all jargon, these can confuse and annoy rather than inform.
- Digital changes (note, I don’t mean transformations!) are different for every organisation. And every geography. So, sweeping statements on the need to be more digital aren’t going to add much value to your audience.
The sum of these issues can be solved with a simple content marketing strategy – just be precise. As you’ll see across this site, I am a huge enthusiast of precision when it comes to writing. Complicated jargon around digital technologies isn’t likely to impress your audience.
All they really need (and want) to know are two things. First, any new, relevant digital trends they should be aware of. And second, how you can support them with digitisation/digitalisation/digital transformations. They do not need to know the details of your own digital story unless it benefits them. Just because it’s a trend in finance, doesn’t mean it’s a trend for your client in another industry.
Asia-based organisations in financial services have perhaps the greatest opportunity of all regions right now to produce impactful stories. Their business clients are more likely to be lagging in implementing digital change, compared to western equivalents. Yet despite this, they’re also expected to take over European and American counterparts in just a few years. This leaves a small window of opportunity for financial organisations to grab their attention and guide them.
So, while digital commentary just-for-the-sake-of-it isn’t recommended, your content can still be highly valuable if you tell the right stories for your intended audience.
Do you need help working on this precision? Get in touch today to learn how Financial Content Lab can help.