With so much happening in the FX industry of late, there’s simply no excuse to be lazy when it comes to creating an exciting content strategy. Sure, there are strict compliance issues to contend with but that doesn’t mean you can’t think outside of the box and come up with ideas tailored to your target audience.
Indeed, with content marketing set to be a $300 billion industry by 2019, you can bet your bottom dollar that your competitors are prepared to invest in all the latest trends – so why not grab the bull by the horns and kick start the year with a plan like no others?
You’ve tried before you say? Marketing FX is hopeless you say? Well, have you stopped to think why your FX content isn’t performing? Let us break it down for you!
Infobesity: Don’t Overindulge
When you eat too much in one sitting you can become extremely fatigued. Your zest for life can literally walk out the door until you’ve passed out in a darkened room for a couple of ours – so what makes you think it’s a good idea to over feed your readers an excess of information?
Okay, so in the world of Forex you need to be as transparent as possible – that’s true. You need to explain the ins and outs of a service without being suggestive or misleading. You should also try and give both sides of a trading scenario to avoid being biased and to summarise the risks where necessary – but that doesn’t mean you need to rattle on for hours until your clients have nodded off out of boredom. Instead, try to be as concise as possible to avoid an information overload.
On a similar note, break text into small, readable chunks and make use of bold and colourful fonts to highlight important sections that shouldn’t be skimmed or overlooked entirely. You could also use original imagery to bring your content to life and make your website more appealing.
Repetition, Repetition, Repetition – How Dull
Standing out from the crowd does not mean you have to say things over and over again, so avoid:
- Reposting old, irrelevant content. In a fast-paced world, no-one wants to know how much Bitcoin was worth in March 2017
- Using the same generic phrases and marketing messages across your website. Consumers will notice and won’t appreciate your lazy marketing methods
- Spamming your clients repeatedly with the same old email promotions and offers – if they’ve not responded the first time, a different approach is necessary
- Copying other sources word-for-word. Firstly, this is plagiarism. Second, this is not good for SEO as duplicate content is frowned upon. And thirdly, unoriginal content lacks character
— contentworks (@_contentworks) December 13, 2017
One-Size Fits All, Right? Wrong!
If you are a go-to site for industry experts, why would you dumb down your content? Experienced traders know all the latest developments and need a brokerage that’s ahead of the game. Fall behind or fail to recognise your audience and you could see your popularity plummet.
Similarly, if you’re catering to trading newbies, you should take a gentler approach. Explaining difficult trading concepts and methodologies could help improve the overall user experience of your cliental therefore taking your business to new heights. Of course, you may be required to speak with both sides of the spectrum – beginners and experts – so a creative content strategy is a must.
You should also create content based on client behaviours and what you’re trying to achieve. If you are trying to acquire a new client, for instance, you need to talk in a different way than if you’re trying to retain an existing client.
Compliant But Not Creative: A Great Shame
Believe it or not, content can overcome compliance issues, so there’s no excuse for a bland content marketing strategy – you’ve just got to know the rules. Whilst you can’t promise a trader that they’ll make money online, for instance, you can provide interesting, engaging content about making money online with a title such as: How These Three Traders Make Money Trading Online being perfectly acceptable if its sourced.
The aim of the game isn’t to cheat regulating bodies like CySEC but to source historical facts that can be used to engage clients. It’s not easy – but someone has to do it.
Social Media? Oh! That!
If you still think that social media’s only good for chatting with friends and sharing holiday snaps, it’s time to go back to the drawing board. Platforms such as Facebook, Twitter and YouTube are excellent marketing tools that allow you to effectively spread brand awareness, run competitions and special offers, share articles/news stories and blogs and directly message clients.
The buzz around social media is huge at the moment, but in order to use it successfully, you must understand your audience and tailor campaigns accordingly. People will be watching your every move, however, so be sure to remember compliance issues, stick to brand guideline and monitor every tweet and post.
While you must exercise caution online, remember that in the event of a PR disaster, addressing issues head on through social channels can actually do wonders for your brand.
Trend Setting? We’re not in the Fashion Industry!
Sure, you’re not Gok Wan but that doesn’t mean you can’t be trendsetters in your own right. If you want to stand out from your competition, why not become a go-to site for all the latest industry news and developments?
This is not an easy task. FX news changes like the wind, but if you’re on the ball you can at least be seen discussing industry stories online with FX influencers or doing a weekly rundown of the most-interesting events that have taken place. A summary for those leading busy lives is at least more beneficial than nothing at all.
Creating compliant content takes time and energy, so if you need help with your FX content marketing, contact the Contentworks team today.