Cash might make the world go spherical, however not all monetary providers clients should be spun towards the identical steering.
Capturing their consideration requires a method in crafting, packaging, and distributing your money-centric messaging. It should additionally frequently adapt to the evolving viewers wants and engagement preferences. For instance, as customers develop extra accustomed to getting fast solutions via AI instruments, they anticipate your monetary recommendation to be simply as simple to entry and apply.
Additional, to win their belief and consideration, your content material should even be extra correct, context-aware, and customised than what they could see from AI or your rivals.
To assist finance-related organizations conquer these challenges, I’ve gathered examples from 2025 Content Marketing Award winners and finalists. Different vertical industries will discover them relevant, too. Every provides priceless classes that can enrich your advertising experience.
Refresh the expertise surrounding your content material
SoftBank Investment Advisers: Sōzō content program
SoftBank Funding Advisers (SBIA) established a singular mission for its Sōzō Insights editorial platform when it launched in 2022: present insights that assist startup leaders and their traders make higher enterprise choices.
Although that mission hasn’t modified, situations throughout the worldwide financial system have. For instance, latest considerations about excessive rates of interest, inventory market volatility, and the impression of tariffs have made companies extra cost-conscious and risk-averse about new avenues for development.
The more and more advanced media panorama additionally drives this viewers to hunt reliable insights rapidly contextualized on demand.
In response to those shifts, SBIA reengineered its program beneath a marketing campaign strategy that made its content material extra immersive, navigable, and discoverable.
The improve began with a visible refresh of the Sōzō Insights hub to create extra intuitive content material pathways and elevate the platform’s premium really feel. The introduction of a content material flywheel and multimedia options complemented the brand new look and enhanced consistency and atomization.
For instance, SBIA repackaged its unique survey knowledge into nimble Q-and-A movies and visible content material for simpler cross-channel distribution. As well as, the model developed quick-turn knowledge analyses, an interactive Sōzō Pulse tool (proven above), and a first-of-its-kind CEO Survey highlights video to offer extra entry factors into the accessible insights.
In accordance with award entry supplies submitted by company associate Message Lab @ Orchestra, these upgrades made Sōzō Insights extra participating and impactful. An company consultant reviews all-time highs in site visitors, engagement, and subscriber development. Additionally they observe that its viewers now reposts content material options extra steadily, and journalists have begun to quote the work.
SBIA’s efforts additionally earned reward from one other discerning viewers: Content material Advertising and marketing Award judges. This system received the highest prize in three classes: Greatest Content material-Pushed Web site, Greatest General Editorial, and Greatest General Design.
Focus in your viewers’s private priorities
Ally Financial: Ally Stories on Conversationally
Most monetary providers companies supply their clients basic recommendation on making smarter spending and funding choices or making a funds for important wants. However instructing them tips on how to save for the larger issues they need requires extra personalised steering.
Ally Financial institution developed its “buckets” financial savings device to ship that. First launched in 2020, the device allows customers to divide their financial savings into designated classes, set goal quantities, and allocate deposits routinely.
To extend utilization of the buckets device amongst account holders, Ally used novel storytelling that blended data-driven insights and customers’ real-life experiences.
The financial institution’s 2024 analysis recognized three in style financial savings priorities of its viewers — weddings, pets, and holidays. The advertising staff interviewed customers to study their experiences and collect their suggestions.
The qualitative and quantitative analysis strategy led Ally to craft tales for the award-winning Conversationally content hub. It printed three tales illustrating how its buckets device helped clients obtain their financial savings targets for weddings, pets, and holidays.
One article shared the expertise of an animal lover whose financial savings efforts with Ally gave him monetary peace of thoughts when he unexpectedly adopted two stray cats. In one other, a bride described how Ally helped her save for her dream wedding ceremony with out incurring debt.
In accordance with the agency’s Content material Advertising and marketing Award entry, Ally distributed the content material “throughout buyer dashboards to focus on current account holders who hadn’t but adopted the buckets function, in addition to via social media focusing on to succeed in broader audiences.”
Illustrating the worth of its buckets device via heartfelt buyer storytelling additionally elevated the impression of Ally’s content material. As famous of their entry, efficiency highlights included a mean time on website of two.5 minutes and a conversion price 30% increased than its benchmark. These milestones additionally helped the marketing campaign win the 2025 Content material Advertising and marketing Award for Greatest Collection of Articles.
Mix training and instruments for regional implementation
Intuit QuickBooks: Localized Business Management Ecosystem
Entrepreneurs and small enterprise homeowners don’t essentially have fewer obligations or work tasks than their enterprise counterparts. However they’ve fewer fingers to handle these enterprise obligations.
That features staying up to date on the advanced panorama of regional tax codes, enterprise laws, and payroll necessities. Compliance guidelines differ broadly, leaving inexperienced enterprise homeowners confused and susceptible to making expensive errors.
To assist shut that information hole and enhance buyer confidence, Intuit QuickBooks developed a collection of search-friendly content material instruments and sources tailor-made to every U.S. state. The strategically structured expertise places dependable monetary steering at enterprise homeowners’ fingertips — and empowers them to implement it.
This system consists of:
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State-centric landing pages designed to assist the content material rank nicely on seek for “[state] small enterprise” and different geo-intent phrases.
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Over 100 articles that reply widespread small enterprise questions, share useful suggestions, and hyperlink into QuickBooks’ calculator and accountant ecosystem.
Intuit QuickBooks affirmed its position as a trusted service supplier and associate in small enterprise success by breaking down dense subjects into clear steering and hands-on help. It’s additionally positioned its content material to realize important development: In accordance with projections shared within the model’s Content material Advertising and marketing Award submission, the state-specific strategy is predicted to ship over 28 million impressions and 800,000-plus clicks in 2025.
For its efforts, the model was named a finalist for Greatest Content material Advertising and marketing Program in Monetary Providers for the 2025 Content material Advertising and marketing Awards.
Ship influential experience with sound worth
Investec: How a Bank Became a Broadcast Boss
As world markets develop extra risky and funding choices extra advanced, credible steering stays in brief provide. In South Africa, residents’ struggles compound these situations when deciding tips on how to develop and defend their wealth. That drawback is acute for busy professionals who usually lack the time to sift via excessive volumes of knowledge.
Investec launched Focus Radio SA in 2018 to remodel the financial institution’s mental capital into accessible, actionable audio content material. The podcast platform strategically targets time-poor, information-hungry professionals and high-net-worth people on the go.
What units this content material initiative aside is its dedication to long-form, expert-led storytelling that prioritizes viewers worth over promotional messaging. Additionally notable, Investec produces the exhibits in-house and usually options influential broadcasters as hosts.
The platform’s exhibits serve a variety of informational wants. For instance, No Ordinary Wednesday delivers bi-weekly macroeconomic deep-dives; Everything Counts focuses on private finance each different week; and Macro Monday gives weekly market updates.
In accordance with its Content material Advertising and marketing Award submission, Investec’s multifocal podcasting persistently performs nicely and continues to develop its viewers and advertising worth. The platform frequently ranks within the prime 10 of Apple Podcasts South Africa’s investing and enterprise charts, and Focus Radio has been named Africa’s No. 1 investing podcast. It has additionally elevated its following on Apple Podcasts by 71% 12 months over 12 months, with a rise throughout all distribution platforms of 43%.
Including to that rising checklist of achievements, the platform received the 2025 Content material Advertising and marketing Award for Greatest Content material Advertising and marketing Program in Monetary Providers. Extra importantly, Investec proves that empowering audiences with priceless training can create extra significant and lasting connections than typical advertising campaigns.
Present a fascinating future — and the way you assist form it
EY Generations
Rising considerations about commerce wars, a tighter financial system, and rising prices aren’t simply shifting customers’ wants — they’re reshaping enterprise decision-making. For instance, enterprise leaders are more and more pressured to prioritize firm profitability over world sustainability and environmental duty targets.
Though EY isn’t technically a monetary providers firm, a big division of its enterprise focuses on advising shoppers on this sector. The corporate places its broad banking, wealth, and asset administration expertise to good use in Shaping the Future for Generations To Come. The marketing campaign demonstrates how strategically crafted storytelling can drive satisfying positive factors.
On the heart of this effort lies an emotionally resonant movie (above), which breaks from conventional B2B storytelling. One artfully rendered distinction is the voices EY selected for its messaging: youngsters of various backgrounds and skills.
The generations of tomorrow concern a vital reminder: In the present day’s leaders form the world they’ll inherit. As the youngsters categorical their hopes and goals, they implore these leaders to put them on the coronary heart of their enterprise choices.
The movie premiered on the World Financial Discussion board in Davos and is prominently featured on the EY web site. There, it’s complemented by a data-rich platform. Unique analysis quantifies challenges raised within the movie, whereas considerate analyses and attention-grabbing visualizations contextualize their urgency and enterprise relevance.
The trouble connects EY’s model goal of “constructing a greater working world” to actionable enterprise management. Not solely did the content material resonate with its viewers, however it additionally bolstered EY’s market positioning.
As reported in its Content material Advertising and marketing Award submission, an Ipsos monitoring research confirmed a seven-point carry in model favorability amongst world C-suite audiences, and 79% of respondents who noticed the movie agreed it positions EY as extra distinctive versus rivals.
The trouble was named as a 2025 Content material Advertising and marketing Awards finalist within the Greatest B2B Branded Content material class.
Drive monetary providers success — irrespective of the way it’s outlined
As these Content material Advertising and marketing Awards-recognized examples show, the extra responsive your content material is to the newest shifts in financial situations and buyer wants, the extra your monetary providers model will acquire. Past the potential to develop your small business and enhance the worth of its choices, you’ll earn the belief of your viewers — a profit that can pay dividends lengthy after your marketing campaign.
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