Any good finance content writer will tell you that using data is vital in creating truly effective content. Data can also help you clarify your meaning, back up your claims and support your arguments. It can also help you tell stories, illustrate concepts, and reveal insights.
But how do you use data effectively in financial copywriting? How do you find, analyse, and present data in a way that’s clear, accurate, and engaging? How do you avoid common pitfalls and mistakes that can undermine your data and your credibility? Lots of questions, but don’t worry, we have answers…
Don’t worry, we have answers tooWe’ve set pen to paper to share some tips on how a professional finance content writer uses data to create content that works for your audience. And, we’ll also give a few examples of strong and weak ways to use data, so you can improve your own skills.
Why Data Matters for Financial Content
Of course, data matters for any type of copywriting, but it’s especially true for finance and fintec. Why? Because financial topics are often complex, technical, and abstract. They can be hard to understand and relate to for the average reader. They can also be challenging, controversial, or sensitive for some people.
Using data is crucially important in the finance sector. Good data verifies your claims. It marks you out as a brand that does its research, puts its money where its mouth is, and has the facts at its fingertips. Good data gives your gravitas. And that’s crucial in building trust with new clients and sustaining the relationships you already have. But, quality and veracity are king. So make sure the data itself, and the sources, are triple-checked every time.
How a Finance Content Writer Uses Data Effectively
There is no one-size-fits-all formula for using data in financial copywriting. However, there are some general guidelines and principles that you can follow to improve your writing. Here are some of them:
Use reliable and relevant sources. Make sure they’re trustworthy, authoritative, and up-to-date. They can help you ensure the quality, accuracy, and validity of your data. And, just as importantly, they can also help you avoid plagiarism, misinformation, and legal issues.
For example:
Weak: 83% of people prefer our service to their existing provider.
Strong: According to a survey by leading global research firm Nielsen, 83% of people prefer our product to their existing provider.
Use clear and concise language, without jargon. What you write must be easy to read, understand, and remember. This helps you avoid confusion and ambiguity while conveying your message effectively.
For example:
Weak: Our product utilises cutting-edge PHT technology to optimise the performance of your portfolio by leveraging artificial intelligence and machine learning algorithms.
Strong: Our product uses smart, AI technology to improve your portfolio performance
Use visual aids and formats. These tools can help you present your data in a more attractive and accessible way. They can help you highlight key points, compare data sets, and show trends. They can also help you break down complex or large amounts of data into smaller or simpler chunks. Make sure they’re labelled clearly though.
For example:
Weak: The table below shows revenue.
Strong: The table below shows the annual revenue of our company for the past five years.
Use stories and examples. A good finance content writer will use both examples and narrative techniques to help you connect with your audience on an emotional level. As well as illustrating your data with real-life scenarios, case studies, or testimonials, they can also help you demonstrate the impact, benefits, or outcomes of your data.
For example:
Weak: Our product can help you save 20% on your energy bills.
Strong: Meet Sarah, a busy mom who used our product to save 20% on her energy bills.
Bringing it all together
Using data effectively in financial copywriting isn’t easy but when you get it right, it’s incredibly powerful. By following these tips and examples, you can improve how you use your data to create content that works for your brand. Of course, you can also work with a professional finance content writer to get the results you need quickly.
At Alex Genn Copywriting, we’re experts in financial copywriting. We have the experience and knowledge to ensure the most effective use of data in your content. We can help you with any type of financial copywriting project, from thought leadership and whitepapers to blog posts, web content, email marketing and more. Get in touch today to discuss making your data, and your content, work hard for you.
