These days, people are looking for any guarantees that they can get. Call it the ripple effect of the Great Recession. One result of this is the increased interest in annuities. Before the recession, annuities could be generally viewed as a product for the conservative or just plain nervous. Many considered the cost too expensive (both in dollars and potential lost opportunity). Today, mainstream clients are inquiring about annuities.
What the interest in annuities tells us
There is an underlying issue here. People want confidence. In this case, the confidence provided by the guaranteed retirement income of annuities. And, they’re willing to take the restrictions and potentially limited return that come with the investment. In other words, they’re willing to pay for it.
This is a valuable indicator for financial services marketers. Confidence is a powerful motivator. Financial service marketers are in a unique position to leverage the confidence that their organizations can provide. Think of it as a mutually beneficial exchange. You provide useful knowledge and actionable insight (the agents of confidence and the core of content marketing.) In return, your clients and prospects give you their trust. Sounds like an exceptional deal.
Content marketing fills the need
This is the power of the content marketing movement. It’s about recognizing that the content you can provide is a currency. A currency that you can trade to build loyalty with your audience.
In such turbulent economic times, it’s more important than ever to recognize our clients’ desire to build in some measure of certainty in an uncertain world. And to start thinking how we can apply content marketing to help them acquire the confidence they crave.
- Economic conditions have people looking for guarantees
- People are willing to sacrifice money and opportunity for confidence
- Content marketing gives you an additional way to deliver confidence that will help you earn their loyalty