The most effective marketing content, and how you can use it

Rocket-01A new infographic shares the content formats that work best with European audiences. The research, which can be found here, asked marketers what they think the most effective formats are.

As you can see below, blog posts are thought to be the most effective marketing content. E-newsletters come second, with infographics a close third. How can you make the most of these types of content to engage your audience? We look at some best practices.



Blog posts

Regularly publishing quality blog posts is a good way to ensure you remain on the radar of the search engines and stay visible online.

There is no shortage of advice on writing effective blogs. Good places to start are websites like Hubspot and Hootsuite, whose own blogs and guides offer a wealth of tips and best practice from content and style to posting times and all things in between.

If you’re writing online it’s also worth reading Google’s online content style guide – it has advice on wording, style, formatting and other areas. Making sure you align with what Google is looking for will help get your blog seen – which of course is the whole point.

And with the advent of the GDPR in May, it’s more important than ever that your content is engaging.

The new data rules will dramatically reduce the pool of people you can reach via outbound, unsolicited emails. Writing a compelling blog that encourages them to sign up for more is one way to keep talking to your clients and prospects.

Read more about how to create content that maximises engagement.


The second most effective content format. A good way to share news, events and other collateral in an easily-digestible format.

Don’t forget that if you’re regulated by the FCA, email newsletters count as financial promotions, and need to follow the regulator’s financial promotion rules on content and sign-off process.

Time is of the essence with digital marketing – people expect up-to-date news and information. The need to get Compliance approval can sometimes slow you down – but it’s a non-negotiable part of regulated marketing.

Finding out how to produce quality content in less time will enable you to get your material out there faster. Also read 6 proven tips to make your approvals process better to prevent slow sign-off holding you back.

And of course, the GDPR is highly relevant here too. Make sure you are up to speed with the new regulation to avoid breaking the rules.


Infographics are a great way of sharing information in bite-sized chunks.

Digestible and sharable, infographics summarise key points in a highly visual way. The secret is producing something that actually tells you something as well as looking good.

Some of the best infographics tell a story – something recognised as being central to successful content marketing. Make sure they’re accurate as well as appealing – incorrect data will make you look silly, as well as potentially breaching regulatory rules. And of course, infographics also count as promotions – so need the appropriate review and approval.

Read more about how to create great infographics.

Explainer and branded videos

You may think that videos are more relevant to product than service marketing – but there are ways you can use video to engage clients and prospects. Think about whether you could produce videos that:

  • Talk through highlights from client surveys
  • Offer ‘how to’ guides for your software or tools
  • Deliver regular updates on markets or regulations
  • Give a synopsis of seminars or conferences you have run

Consider how you could adapt your promotional materials and thought leadership to video; you may be surprised at how many options there are. If your consultants, advisers or partners struggle to commit time to video, consider animated options.


Whitepapers are probably more familiar territory for many professional or financial services marketers. As with all marketing materials, the rules are pretty simple – make it compelling, make it compliant and make sure you share it to the relevant people.

After 25 May, when GDPR comes in, you may want to increase the number of whitepapers you share on social media, as you probably won’t have as big an audience to email them to. Find out more about some of the ways your marketing will change under GDPR and the efficiencies you might want to make to counteract the impact of the new rules. And read more here on how to make what you publish more shareable on social media.

Content marketing is effective – but it’s a big commitment. After 25 May, it’ll be more important than ever that your content is engaging and relevant. This infographic gives good insight into how you can prioritise your efforts.

For more tips on producing compelling and compliant content, download a free copy of our Marketing Guide to Compliance. It covers all aspects of compliant financial promotions, and you can download a copy here.

Nothing in this document should be treated as an authoritative statement of the law. Action should not be taken as a result of this document alone. We make no warranty and accept no responsibility for consequences arising from relying on this document.

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