Share Tricks: How to Create Financial Content That Truly Captivates Readers

Financial content… just hearing the term makes many people feel bored (I admit, I get a bit dizzy reading financial articles sometimes, too). But from a creator’s perspective, it’s a significant challenge to craft engaging content.

Today, I’m sharing some great tricks from my experience creating content for the financial industry. This also includes my personal analysis of what we should focus on and which points are crucial when developing content for a financial business.

What is the Main Goal of Financial Content Marketing?

In the financial sector, the goal of content marketing is rarely an immediate sale. Instead, it’s about building understanding and trust. These are fundamental principles that come before anyone decides to use a financial service, whether it’s a savings account, an investment, or a loan.

Typically, financial businesses create content to achieve three main objectives:

1. Build Understanding: To explain financial services or products, such as investment methods, debt management, or life insurance.
2. Establish Brand Authority: To become the go-to, trusted source people think of first when it comes to money matters.
3. Drive Long-Term Decisions: Because financial decisions are rarely made on the spot, they require continuous information and nurturing.

How Does Financial Content Marketing Differ from General Business Content?

The financial industry is unique because its content must educate and build trust simultaneously.

This differs from general businesses, which might focus more on entertainment or purchase incentives. Financial content must communicate with accurate, verifiable information and must not mislead people. For example:

• Information must be cited from credible sources (e.g., Bank of Thailand, Stock Exchange of Thailand, OIC).
• You must avoid exaggerated advertising claims.
• You must maintain a balance between providing education and presenting the brand.
• Use case studies to connect with the reader’s real life.

Key Areas to Focus On When Writing Financial Content

From my experience in this field, the biggest challenge is making difficult topics easy without sacrificing accuracy. Most readers don’t have a financial background, but they want to understand the concepts to apply them in their daily lives. Therefore, the most important things to focus on for this type of content are:

• Use simple language without diluting the factual accuracy of the content.
• Verify information from multiple sources before publishing to prevent inaccuracies.
• Use images, infographics, charts, or videos to help explain complex ideas.
• Include disclaimers or warnings in content related to investments (this has legal implications).

Suitable Channels and Formats for Financial Content Marketing

• Website / Blog: For in-depth articles, such as “Financial Planning for Office Workers.”
• YouTube / TikTok: Short videos explaining financial terms, like “What is Compound Interest?”
• Podcast: A weekly talk show on the economy, ideal for audiences who listen while commuting.
• Infographics on Social Media: Summarizing investment trends or economic news in a format that’s easy to digest in minutes.

Pro Tips for Creating Successful Financial Content

Don’t Start with a Sale; Start by Helping People Understand

In the financial world, starting your content with a promotion or brand benefits can make people feel more suspicious than trusting. The right way to begin is with an explanation that helps readers understand their own situation or problem first.

For example:

• Instead of: “Invest in this fund, the returns are great!”
• Try: “Ever wondered why some people get consistent investment returns while others lose money?”

This approach starts by helping people understand the problem, then gradually introduces the brand’s relevant solution. It makes the brand appear more genuine and knowledgeable.

Use Storytelling to Connect with Everyday Life

Money only becomes tangible when it’s part of someone’s life. Storytelling is the tool that bridges this gap. For instance, using examples like “The office worker who started investing from zero” or “The business owner who almost failed due to poor money management.”

Stories like these help readers visualize the situation and feel that it could happen to them, too. This type of content also gives the brand a more human character.

Keep Information Updated—Financial News Changes Daily

In the world of financial content, credibility is everything. The fastest way to destroy that trust is with information that is incorrect or outdated. Therefore, you must always follow news and trends, such as interest rates, inflation, new capital market laws, or global economic outlooks.

This also includes updating old content. For example, turning a “Tax Planning 2024” article into “Tax Planning 2025” helps your website look active and more credible in the eyes of both Google and your readers. This is a solid practice for Content Marketing Thailand audiences who need timely information.

Organize Your References Systematically

If you work with financial content continuously, one thing you must never forget is to store your sources systematically. Whether you use Google Sheets, Notion, or another tool, you must clearly note the date and source. You also need to update and re-check this information regularly (e.g., every 3-6 months). When you need to use these references again, you’ll know where to find them and whether the data is still relevant.

Communicate in a Friendly Yet Credible Tone

Don’t try to sound too much like an expert to the point where readers or viewers feel the topic is difficult or distant from the brand. Instead, try to explain things in a tone that sounds like you genuinely understand the subject and want to help them understand it better.

Conclusion: Financial Content Marketing Isn’t Difficult, But It Demands Great Care

In summary, great financial content isn’t just about giving information; it’s about creating a learning experience. When a brand speaks with understanding, provides real data, and genuinely wants to help people understand money better, people will keep coming back.

They return not just because they want to buy a product or service, but because they trust that you can truly help them.

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Originally in Thai. Translated to English with the help of Gemini.