You are known as the go-to agency for finance – how did it go?
Charlotte: Both Niki and I have a background in financial services marketing, which influenced the direction of the agency. We understand the niche nature of financial marketing by following the rules and updates of ASIC, CySEC, MFSA, FCA, FRB, SEC and MiFID II regulations.
We created the agency to create engaging content for the financial services industry. Compliant but fun. Yes, that’s one thing! We know how to create great content that wins audiences without rattling the compliance warlords. We are also sociable which has helped over the years. We network in the right places and know how to handle public relations and financial media.
Nikki: You really have to understand the financial markets and follow them closely. If you don’t specialize in financial services, you simply won’t be able to devote yourself to marketing this complex industry. As a team, we subscribe to all financial news sites, regulatory updates and financial trends, which means we never lose our focus.
We also create market analysis every day for clients as well as monthly regulatory summaries, so we always know exactly what’s going on in the world of finance and keep brokers up to date with effect changes. leverage, crypto restrictions, trading regulations and more. I think our clients appreciate the fact that we can take tough financial topics and turn them into engaging content.
Is financial marketing boring?
Charlotte: The financial sector is heavily regulated for the protection of investors, savers and traders. This means no “earn fast cash” or “win a Ferrari if you deposit” message. But I see the financial space as an exciting opportunity to get creative within the rules. It’s a challenge.
Also, money is such an important factor. It’s the key to your dream vacation, your ideal home, your retirement fund and your security. It’s also a space where most people lack education and the challenge is to provide that in a fun, engaging and non-condescending way.
Nikki: There are many fun financial brands out there. We see this a lot with fintechs like Klarna, Robinhood or Starling Bank. I think a lot of forex brands are so desperate to be taken as serious financial products that they forget to be human. Pleasure is not only haha funny is something that is relatable or as the Danes say, Hygge – a cozy atmosphere.
Marketers are younger, on mobile and use a multitude of social channels and other media every day, so they don’t have a lot of time to absorb complex messages. Broker content (both visual and written) should be concise and meaningful. Humor is great and will always stop someone in their tracks. But that can be difficult to achieve when you’re aiming internationally.
How does it feel to be 5 years old?
Charlotte: It seems like only yesterday that Niki and I were thinking on the floor of her apartment. We are now content marketing leaders in an exciting industry that is changing at a phenomenal rate. New tools and features are rolled out regularly and we are constantly learning and strategizing. Things are busy but we’ll find time for some sneaky cake and gin to celebrate!
Nikki: There’s certainly plenty to keep us busy as we head into our sixth year. In fact, I don’t think I’ve ever seen the financial landscape so vivid. As we navigate an industry that refuses to stand still, we are also delighted to keep our loyal customers and look forward to exciting new challenges. We have been called veterans of finance.
It made us laugh – and reach for our Tom Collins. Being part of the international financial community is also a great privilege that we do not take for granted. Over the past few years, we have been media partners of major events (virtual and in-person) such as iFX EXPO, Hong Kong Fintech and Money20/20.
We also strive to attend or speak regularly in conferences on finance. This puts us in a good position to maintain valuable relationships and stay on top of the rapidly changing financial landscape.
What did you work on?
Charlotte: In addition to working with clients, we have also launched a redesign of the website with brand new features such as our Portfolio, also accessible from the homepage. This allows new clients to discover our work. Another great addition to our site is the social media feed integrated into the homepage. This allows people to go directly to our Facebook, Instagram and Twitter channels for instant access to Contentworks updates.
Nikki: We’re also the top financial writers on Medium and have a TikTok featuring funny customer issues. In fact, we were voted Top Financial Writers on Medium, which is amazing and reflects our focus on engaging financial content. We’ve also launched new free-to-download educational e-books, a top content bar loaded with factual yet entertaining articles, and a free financial calendar for our customers to help them navigate each year in style.