Evidence strongly suggests that content marketing can be very valuable in terms of building consumer trust and reputations of expertise (Kristen, 2013). This is particularly important in financial services as consumers now demand to see evidence before trusting in financial service providers since the 2008 financial crisis sent trust levels plummeting (Johnson and Peterson, 2014).
Kristen (2013) outlines a number of factors contributing to successful creation of valuable content, and applying this to the online blogs of major players in the JISA industry provides some useful insight into competitor behaviour.
The blogs of the following JISA providers were examined: Scottish Friendly, Family Investments, Engage Mutual, Alliance Trust Savings, Sheffield Mutual and Shepherd’s Mutual.
via Content Marketing: How are JISA providers doing it? | Content Marketing and Social Media.