Introducing the Content Marketing 50: Financial Services Edition [Infographic]

March 16, 2016

In getting their messages in front of their target audience, financial services marketers face many challenges: ranging to government regulation to the rise of fintech to increased customer expectations. These challenges, however, haven’t stopped financial services marketers from embracing content marketing — and specifically content marketing on LinkedIn.

Many leading financial services marketers are using the LinkedIn platform to reach their audiences. Introducing “The Content Marketing 50: Financial Services Edition.” In this infographic, we’ve identified the 50 most effective financial services brands when it comes to using the LinkedIn platform to engage, educate, and inspire their target audience. Not only do these marquee names know how to position their brand and products with engaging and comment-worthy content on LinkedIn, they also know their audience – and where to find them.  

The top 50 most influential financial services brands on LinkedIn were determined using the LinkedIn Content Marketing Score.

A brand’s Content Marketing Score is calculated by measuring the ratio between the total target audience and the unique users that engaged with the content so far in 2015. The Content Marketing Score evaluates all content-based activities on the LinkedIn platform, such as Company Page updates, employee shares, Sponsored Content, and Influencer and employee posts through self Publishing on LinkedIn.

The 50 most influential financial services brands on LinkedIn shared some common best practices: 

  • 100% of the 50 top financial brands have employees sharing content on their networks
  • 100% of the top 50 financial brands regularly share updates on their LinkedIn Company Page with the top 10 brands averaging about 10 posts per week.
  • 90% of the top 50 financial brands regularly have employees posting their own content on LinkedIn.  
  • 70% of the top 50 financial brands invest in LinkedIn Sponsored Content to give their brands a consistent presence in the LinkedIn feeds of their target audiences.

What do these numbers mean? They mean that the top 50 financial services brands on LinkedIn are using a mix of reach, frequency, and engagement to reach their audiences — and boost their CMS score. These brands are encouraging their employees to share and post content on LinkedIn, thus allowing them to act like influencers and boost the reach and engagement. Additionally, they are posting frequently, consistently and in a timely manner in a way that is relevant to their audiences. In fact, the most effective LinkedIn marketers take an always-on approach to content. This approach helps to keep them front-of-mind among high-value consumers – but it also ensures that those consumers feel uniquely informed about the brands they identify with. When LinkedIn members follow the company pages of top brands, it ensures that they are among the first to know about new announcements and new products

Based on their content marketing scores in 2015, here are the top 10 most influential financial services brands on LinkedIn:

  1. Citi
  2. Scripbox
  3. Allianz Group
  4. ABN AMRO N.V.
  5. American Express
  6. Wells Fargo
  7. BlackRock
  8. JP Morgan Chase
  9. Morgan Stanley
  10. Payfirma

Did your brand make the top 50? Did your competitors? To view the entire top 50, download “The Content Marketing 50: Financial Services Edition” infographic.