Outreach In The Financial Industry

What do you have to think about when conducting outreach in the finance space?

In an ever-changing landscape, link building is evolving. In fact, it’s not really link building any longer. Gone are the days of spamming directories and paying for sponsored content. Gone are the days of manipulating search results.

Now it’s about making sure your content is in the right spaces, in front of the right people. And that your brand is getting the right exposure and building trust.

Our specialist Outreach Team has built a reputation of evolving link building methods, allowing us to keep all the positives, while all the time following the guidelines set by Google. Natural content through blogger outreach, building mutually beneficial relationships with resource websites, and generally being active within a number of communities and industries has played a large part in our continued successes.

One such industry that we often find ourselves in is the financial sector. Money is involved in essentially everything these days, so it’s no surprise that we do. The financial sector is also one of the most regulated and challenging spaces (which is why we love it!), so, to be a success in your outreach efforts within it, there’s a lot you need to keep in mind.

Because of the space you’re targeting deals with people’s money, there are a lot of rules and regulations that you need to adhere to. Particularly the FCA and Google’s Your Money Your Life (YMYL).

The sites you want linking to you can potentially impact people’s financial stability, and, as such, certain criteria need to be met when providing information to their users. This is no different for outreach activity in the financial sector.

If you’re writing content for external sites, or providing information in some manner, you must have a firm knowledge of these regulations. Firstly, because you have an obligation to do so, and, secondly, because Google rewards the best quality content and information.

If you’re meeting these requirements, not only might you see improvements in the SERPs, but, because you have this knowledge, this understanding, more people are going to want to work with you, and want to host and share your content. You wouldn’t want to work with anyone who didn’t know everything they need to, so why should others?

Now, once you know the workings and requirements of the finance sector, you’re now ready to approach external publications for partnerships on your content. Here, you must know the audience you’re marketing to – you need to know both the landscape, and the customer.

The content that you’re creating is made up of your research, your data, and your insights, which is perfect! But, you need to know how to position it. As with many companies and outlets, there are varied audiences, and while those in the financial sector are all interested in finance, they’re not all interested in all finance…

Let me explain.

You’re working on outreach for an investment company, for example. You’ve put together your research, you’ve found your search trends and you’ve got the keyword pool that’s going to steer your content. Excellent! You’re wanting to do some blogger outreach and get in front of niche financial audiences. On your prospects list are two websites, one called ‘Personal Finance Tips Guy’ and another called ‘Longform Investor News Resource’ (obviously, these aren’t real websites, I’m just trying to stress a point.)

Now, do you write one content piece and approach both sites with it? If you do, one is likely going to politely reject your approach – they’re two sides of the same coin! One is more public facing, light hearted and consumer-facing, while the other is a resource site, with a lot of financial jargon and processes.

The best method here would be to approach each site separately, with two different content ideas. One along the lines of ’17 Ways to Make More Money Through Investing’ and another along the lines of ‘Investment Trends in the UK for Quarter Four’. You’ll still be using the same research for both, just targeting it at different audiences. You’ll give yourself a much higher chance of creating a partnership that will be beneficial for each party.

Know your industry. Know your market. Know your audience. Keep these in mind to give yourself the best chance of succeeding.

Want to find out more about our outreach team and services? Well, you can if you head over to our outreach service page!