Even Staff

2020-09-23

Add Value To Your Content And Become A Content Marketing Superhero

If Spider-Man was just a normal guy with a red and blue spandex suit, there would likely be less fans of his comic book. His superpowers are what make him “Spider-Man” rather than “Spider-Guy”, and content marketing is no different. The value of your content is its superpower and what makes it “content marketing” rather than just marketing. 

 

Luckily, you don’t need to get bitten by a radioactive spider to create content with value—you just have to be concise with your intent and acknowledge what your audience is looking for when reading your content. At Even, we work collaboratively with our partners to generate engaging and actionable content, and we’ve learned a couple things along the way. 

 

(Fact) Check Yourself Before You Wreck Yourself 

 

With great power comes great responsibility. When someone reads your content, they’re assuming you’re an expert on the subject, so you should act the part. Don’t make bold assumptions or generalizations; use the power of “sources” to supercharge the point you’re trying to make. In fact, 90% of successful B2B marketers claimed to prioritize their audience’s information needs over their promotional message. Give your audience the factual information they’re looking for, rather than promoting your own agenda—it leads to a trust between yourself and the reader. 

 

Especially when you’re writing on finance and financial services, it’s important to be compliant and follow the regulatory guidelines that exist to protect consumers. At Even, we utilize programmatic monitoring of content across our platform and an experienced compliance team to create a real-time and multi-tiered approach to ensuring all compliance guidelines are met across our content, the content of our partners, and the use of the Even platform. If you’re interested in building out an efficient compliance framework at your company, our Head of Compliance Jordan Smith has written a great post all about doing so. 

 

Lastly, proofread what you’ve written. Your content isn’t a baseball card, and it won’t grow in value from having an error. Comb through the letters and syllables of your content and ensure there aren’t any grammatical or spelling errors. The difference between someone monetizing through your content could be as simple as “credit card” vs. “credit lard”—don’t let that “lard” ruin the health of the content you’re serving. 

 

The Next Big Action Star

Think less of Daniel Craig and James Bond, and more of your reader and the reason they’ve clicked your content. Your reader is there to take action—maybe they’re in the market for a credit card and they can’t decide on which one, or maybe they’re planning a wedding and worried about the cost. They’ve entered your front door as your guests, don’t be rude—offer them something, or more specifically, offer them a solution to the problem or curiosity that led them to you. 

 

This may be as simple as telling them what their next steps could be, for example: If they’re looking to improve their credit score, give them the steps necessary to improve their credit score. If you’re looking to bring that to the next level (and monetize in the process), you could utilize turnkey solutions Even provides to our many publishing partners that enable them to offer their users personalized financial services offers. With text links to custom branded financial services marketplaces and easily implemented embeds native in your content—we have an extensive suite of tools that could have you monetizing in minutes. So the next time someone is reading your content on how a personal loan could make that kitchen renovation easier, they can get matched with personalized loan offers native within your experience rather than leaving it. By providing your users the solution to their problem, while giving them the contextual content that empowers them to do so, you’re providing them value that will generate further brand loyalty over time. 

 

Can You Hear Me Now? 

 

The difference between your content and the content of your direct competitor is the fact that you’re writing it. In a world wherein it’s easier than ever to self-publish and position yourself as an expert as long as you have an internet connection and Google, it’s important to write content that is engaging and has a strong voice. Your writing voice is the combination of your tone, sentence structure, perspective, and more. Most importantly, though, it’s the stamp of what you're putting personally into your content that makes it yours. You don’t need to be an English major and understand the many nuances of poetic prose (though it’s helpful), rather, you just need to take your perspective and merge it with the point you’re trying to make with your audience. 

 

If you were having a conversation with someone in person, you would sound like you, so why would your writing be any different? When our CEO/Founder Phill Rosen interviewed Kyle Taylor (CEO/Founder of The Penny Hoarder) during a fireside chat at FinCon2019, he also echoed that idea—“I think one of the things that worked about The Penny Hoarder, and one of the things we’re still trying to do today, is to create a space where people can have a conversation. The content in the early days was just my story, but it was very raw.” The Penny Hoarder was founded in 2010 by Taylor, has grown to over 12-17 million unique monthly readers, and is one of Even’s most collaborative and impactful partnerships. That growth can be contributed to a variety of factors, but the seed was first planted via Kyle’s unique voice. 

 

Ready to Start Writing? 

 

Content marketing is part-science (don’t forget to pay attention to SEO, analytics, and all the data tools you have at your disposal), and the rest is putting your fingers to the keyboard. The first step in writing good content is writing, and if you’re not doing that, the value of that content is immediately null and void. Once you’ve started that first step, you can start adding the above tips and tricks into the mixture and generate real value for your users. Make sure you’re fact and grammar checking your content, give it a spin with your unique voice, and of course, give your users actionable solutions to the problems they’re trying to solve. If you’re looking for a quick and simple way to add real-time financial services offers to your content, reach out to us and see how easy it is to plug into the Even platform. We have an extensive network of content publishers that partner with us, enabling them to maximize monetization and bring a whole new level of value to their content. We’re not superheroes or anything—we’re just your friendly neighborhood customizable platform for financial product offers.

Disclaimer: The material provided on this site is not intended to provide legal, investment, or financial advice or to indicate the suitability of any Even Financial product or service to your unique circumstances. For specific advice about your unique circumstances, you may wish to consult a qualified professional. Any information or statistical data sourced by Even Financial through hyperlinks, from third-party websites, are provided for informational purposes only. While Even Financial finds these sources to be accurate, it does not endorse or guarantee any third-party content

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What our partners are saying

"... generating some of the highest approval rates and conversion rates among our online acquisition partners. The transparency and focus on data have allowed us to drive consistent growth and success each month. "

"Even enabled MoneyLion to... streamline our user experience, serve a broader set of our customers, and improve key monetization metrics... driving 4x+ growth since launch."

"... a streamlined consumer experience, helping millennials with no collateral, budget, or saved money. Even’s impressive matching algorithms simplify the process of finding the best personal loans to meet your needs."

"... a truly modern and easy to use platform for the financial services marketing world. They make it easy to develop consumer friendly, innovative products in a space dominated by legacy platforms."

"... generating some of the highest approval rates and conversion rates among our online acquisition partners. The transparency and focus on data have allowed us to drive consistent growth and success each month. "

"Even enabled MoneyLion to... streamline our user experience, serve a broader set of our customers, and improve key monetization metrics... driving 4x+ growth since launch."

"... a streamlined consumer experience, helping millennials with no collateral, budget, or saved money. Even’s impressive matching algorithms simplify the process of finding the best personal loans to meet your needs."

"... a truly modern and easy to use platform for the financial services marketing world. They make it easy to develop consumer friendly, innovative products in a space dominated by legacy platforms."

Mike Doniger
Head of Business Development and Partnerships

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Even Financial Partners with Figure to Add Blockchain-Enabled Personal Loan Products to its Financial Services Marketplace
EVEN
Even Financial Partners with Figure to Add Blockchain-Enabled Personal Loan Products to its Financial Services Marketplace
New York, New York – June 2, 2021 – Even Financial (“Even”), the leading search, comparison, and recommendation engine for financial services, has announced a new partnership with Figure to launch the company’s personal loan products on the Even platform. Leveraging machine learning and advanced data science, Even solves a significant pain point in financial services acquisition by seamlessly bridging financial institutions and channel partners via its industry-leading API and embeddable solutions.   Figure is a fintech company that leverages AI, blockchain, and analytics to deliver innovative consumer financial products with speed and ease. Figure has dramatically decreased the time it takes for consumers to secure loans and has significantly reduced the costs associated with loan origination, servicing, financing, and capital markets execution. The company was founded in 2018 to unlock new access points for consumer credit products that can transform the financial lives of its customers. In addition to personal loans, it provides mortgage refinancing and home equity release solutions, including home equity lines of credit, home improvement loans, and home buy-lease back offerings for retirement.   Figure is an exciting, advanced provider that is driving transformational change in consumer credit,” said Phill Rosen, Founder and CEO of Even Financial. “We’re thrilled to welcome them to Even’s unparalleled network of loan products.”   Shwetabh Gautam, Director of Financial Institution Partnerships at Even added: “We continue to see a strong resurgence in the demand for lending products across the millions of consumers Even surfaces offers for each month. The addition of cutting-edge partners like Figure strengthens our ability to connect consumers with the loans best suited for their unique needs.”   Even offers the largest network of premium, API-connected loan providers. Enterprises and established publishers such as MoneyLion and TransUnion partner with Even to power financial product offers for loans and other financial services including insurance, credit cards, and savings. Within loans, Even continues to expand its vast offering, recently launching products for secured lending, line of credit, and auto refinancing.   The launch of Figure on the Even platform enables consumers to get matched with personal loans of up to $50,000. Figure offers a 100% online application that allows applicants to apply and see their rate in minutes and access funding in as few as two days.   “Phill and the team at Even share our vision of leveraging blockchain technology to make financial services simpler, faster, and personalized. Through the Even platform, we will be able to reach a broader and more diverse set of consumers seeking our innovative credit products,” said Brad Simmons, CMO of Figure.   Even has continued its rapid growth trajectory in 2021, facilitating over $3 billion in consumer credit issued through its API and expanding its platform to over 400 partners. Earlier this year, Even was named one of “America’s Best Startup Employers'' by Forbes for 2021 and placed in the Top 50 of the 2020 Deloitte Technology Fast 500, which recognizes the fastest growing tech companies in the world.    About Even Financial Founded in 2014, Even Financial is a B2B fintech company that is transforming the way financial institutions find and connect with consumers. As the leading search, comparison, and recommendation engine for financial services, Even seamlessly bridges financial institutions (including American Express, Goldman Sachs, and SoFi) and channel partners (such as MoneyLion and TransUnion) via its simple yet robust API and embeddable solutions. Even turns any consumer touchpoint into a comprehensive financial services marketplace with full compliance and security at scale. The company is backed by leading financial services firms and VCs, including American Express Ventures, Canaan Partners, Citi Ventures, Fidelity’s F-Prime Capital, Greatpoint Ventures, Goldman Sachs, LendingClub, and MassMutual Ventures. Learn more at www.evenfinancial.com.  About Figure Figure is transforming the trillion dollar financial services industry using blockchain technology. In three short years, Figure has unveiled a series of fintech firsts using blockchain for loan origination, equity management, private fund services, banking, and payments sectors – bringing speed, efficiency, and savings to both consumers and institutions. The company was founded in 2018 by serial technology entrepreneur Mike Cagney, who also founded SoFi and built the company into a multi-billion dollar business under his leadership as CEO. Learn more at www.figure.com.   Media Contact media@evenfinancial.com
PYMNTS: Even Launches Embedded Finance App on Salesforce
PYMNTS
PYMNTS: Even Launches Embedded Finance App on Salesforce
Now, financial advisors and other businesses will have a way to leverage Even’s platform for their clients. ‘Financial Products for Salesforce’ - Powered by Even, a plug-and-play app available on the Salesforce AppExchange, matches consumers with real-time, personalized financial product offers.   Click below to read more at PYMNTS.com.
Even Named to Forbes’ List of “America’s Best Startup Employers” for 2021
FORBES
Even Named to Forbes’ List of “America’s Best Startup Employers” for 2021
After evaluating 2,500 American startups with at least 50 employees, Even has been named in the Top 500 of Forbes’ second annual list, which recognizes companies that stand out in: employer reputation, employee satisfaction, and growth.   Click below to see full listing.