5 Proven content best practices for financial marketers

In a world where inboxes are overflowing and attention spans are shrinking, content isn’t just about what you say—it’s how you say it. For banks and credit unions trying to stand out in a competitive digital landscape, sharp, customer-first messaging can make or break your campaign—you don’t get a second chance to make a first impression.

Experiences that resonate start with the right words. Whether it's an email subject line, a call-to-action on a landing page, or a headline in a banner ad, every touchpoint needs to convey relevance, clarity, and value.

1. Highlight benefits, not features

Financial products can be complex. Your job is to translate that complexity into clear value for your customer. Instead of listing product attributes, show how those attributes help someone live better, save smarter, or reduce stress.

Feature-Focused: "Low-interest credit card with no annual fee

Benefit-Focused: "Save more on every purchase, with no surprises or hidden fees"Make it about them, not the product

Make it about them, not the product.

2. Write CTAs that reflect intent

Your calls-to-action should match the user’s mindset at that point in their journey. Instead of defaulting to "Learn More," try action-driven CTAs that reinforce value:

• "Compare checking options"
• "Get my personalized rate"
• "See how much I could save"
• "Start my savings journey"

These not only feel more personal, but they also imply a benefit or outcome.

3. Make subject lines and headlines work harder

Your subject lines and headlines are often the first (and sometimes only) thing a user sees. Keep them short, specific, and compelling:

• Use numbers or timeframes: "3 ways to lower your monthly payments"
• Pose a question: "Could you be earning more on your savings?"
• Lead with outcomes: "Build credit while you spend"

Avoid generic language like "update," "reminder," or "information about your account." These don’t spark curiosity or action.

4. Keep it conversational, not clinical

Yes, you're in a regulated industry. But that doesn't mean your tone has to be cold or robotic. People connect with people, not legalese. You can be compliant and still be human:

• Use "you" and "your" to make it direct
• Avoid jargon and internal terminology
• Read everything out loud—if it sounds stiff, rewrite it

5. Consistency across channels

Your message should be adapted to each platform but still feel like it's coming from the same brand. Ensure alignment between your email, mobile, website, and branch signage. This builds trust and reduces friction.

Final thought

Messaging is more than a creative exercise—it’s a strategic tool. With the right approach, your content can reinforce your brand, support segmentation, and drive action.