Written content has always been key to communications programs, but it’s now a business in its own right. The decline in traditional journalism and the constant demand for social media content have led many former journalists to become content creators, driving a boom in content production. At the same time, paid content has become a major income source for EDMs and online platforms, including for financial services organisations.

Joining this shift are finfluencers, financial influencers on platforms like Instagram and TikTok, who are helping shape public views on money and investing. Some offer useful insights, but many lack the research standards, or ethics standards, of traditional journalism, raising concerns about accuracy and trust.

Another issue is that many of the new breed of content writers and finfluencers don’t have sub-editors, meaning there is no oversight smoothing over the rough edges, or making sure the spelling, grammar or word usage is correct.

While some content businesses took off early, many have stumbled due to weak writing or limited industry knowledge; issues once smoothed over by print media sub-editors. Finfluencers, by contrast, rely on personality and communication skills, often without editorial oversight.

In recent time, the line between editorial and paid content has blurred, especially in influencer marketing where sponsorships can go undisclosed. As a result, many communicators fail to clearly distinguish or make the most of paid versus earned content.

Earned content trumps paid

With paid content, marketing departments appreciate the ability to place content where they want it. But are they getting the best value from their content development?

Paid content offers control over message placement and audience targeting, but comes with development and placement costs. A major benefit of unpaid (or earned) content, in addition to “free” placement, is that it carries third-party endorsement. An editor has determined the content is worth running, whether in print, online, or on social media which makes it more influential.

Interestingly, finfluencers can act as a hybrid between paid and earned media. While many are paid to promote products or ideas, their perceived authenticity and direct audience relationships often give their endorsements a feel of “earned”credibility even when that may not be the case. This dual role makes understanding and assessing their impact more complex.

Maximise your content strategy

Many content placement programs lack a cohesive strategy that considers how and where content should be used to best reach the intended audience. Often, making content interesting to that audience is overlooked in favour of reinforcing a company message.

Opportunities are lost when fundamentals of communication are ignored. Take timing: paid content is fully under the control of the organisation. But could it also be used elsewhere? Is there a media-worthy angle buried within it that deserves a separate media release? Developing and distributing that prior to publication might enhance impact and gain on additional exposure.

It’s surprising how often speeches or opinion pieces are created without a broader content strategy. Simply emailing them to a few journalists and hoping for a pickup is rarely effective. Repackaging key themes for targeted use including via respected finfluencers who can lend amplification and authenticity may yield better results.

Avoid ego in audience targets

Paid content should, in theory, hit the target every time. But does it? There's increasing talk about Tier One media, but is this driven by communication strategy or ego? Feeding ego rather than aiming for influence can lead to wasted efforts. An op-ed in a major paper may impress peers but not reach actual clients or stakeholders.

Similarly, a radio interview might sound good but is the audience listening? A more effective and targeted route might be placing two or three articles in trade media or collaborating with trusted finfluencers whose followers closely align with your audience. These avenues often have higher engagement and credibility in niche markets.

Ensure content is relevant

It’s not just placement that matters, it’s the message. Content developed solely to push a company view, person or product is likely to bore readers. What’s in it for them? If content isn’t interesting, relatable, and useful, it won’t engage regardless of the platform or messenger.

That’s a critical point in a world where finfluencers often simplify complex topics for broad audiences. Their popularity shows that accessible, relatable content can outperform dense, corporate messaging. Communicators can learn from their style while ensuring accuracy and trust are maintained.

To paraphrase Lord Leverhulme, one of the 19th century’s entrepreneurs who invented marketing, 50%of communication and marketing budgets are wasted but no one knows which 50%. Today, the challenge remains: are you getting maximum impact and value from the content you develop?

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