Native Advertising Was Made For Financial Firms

Posted by: Cody Sanger in: Financial Services - Media Relations -

Smaller newsrooms are today’s reality. For local news, limited resources tend to follow hard or breaking news. And because editorial pitching hasn’t dwindled with reporting staffs, a crowded landscape means that financial services brands are increasingly challenged to connect with their local markets.

As news has migrated to digital outlets, traditional media have been forced to revisit their revenue models. The result has been a trend toward accepting contributed content, but leveraging it as a revenue source. Earned media still firmly has its place in public relations strategies, but marketers must incorporate paid content strategies to accommodate a new environment.

CNN Homepage

Sponsored and paid content is a type of native advertising that matches the form and function of the platform on which it appears. Whether a regional bank is looking to reach prospective customers in small markets, or a wealth management firm is seeking to increase CEO visibility, paid content strategies provide an unprecedented opportunity to position a brand in front of the right audiences:

  • 70% of consumers want to learn about products through relevant content rather than traditional advertising.
  • Viewers spend nearly the same amount of time reading editorial content and sponsored content.
  • 41% of people are more likely to express an intent to buy when looking at web pages with branded or sponsored content.
  • 41% of people are more likely to share sponsored content on social media sites when they read it on a reputable third party site compared to brand sites.
Forbes_Native Ad Example

Together with earned media, sponsored content can deliver critical benefits:

  • Amplification of brand messaging, voice and visibility across channels in a controlled manner.
  • Capability to surface content to relevant audiences, driving website traffic.
  • Provide support to digital marketing KPIs, especially useful for B2B-focused firms.

Financial services firms harbor a wealth of information. With the right partner, that information can be harnessed and shared with key audiences for the benefit of both.

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