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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HAVEN LIFE
Haven Life’s All-Digital Life Insurance Application Experience Launches on Even Financial’s Leading Life Insurance Search Engine
Even features the industry’s largest multi-carrier, all-digital life insurance marketplace New York, New York – August 16, 2021 – Even Financial (“Even”), the leading search, comparison, and recommendation engine for financial services, has announced the launch of Haven Term and Haven Simple on its life insurance marketplace platform. Leveraging machine learning and advanced data science, Even solves a significant pain point in financial services customer acquisition by seamlessly bridging financial institutions and channel partners via its industry-leading API and embeddable solutions.   With the addition of Haven Term and Haven Simple, Even has further expanded its extensive network of premium life insurance offerings, strengthening its position as the industry’s largest multi-carrier, all-digital life insurance marketplace. Haven Life, which offers Haven Term and Haven Simple, and is backed and wholly owned by Massachusetts Mutual Life Insurance Company (MassMutual), is known for its customer-centric approach and for its commitment to making life insurance more affordable and accessible. Haven Life’s term life insurance offerings will be available on Even properties and via its wholly owned subsidiary LeapLife.   “In these uncertain times, the majority of U.S. adults want the financial security of high-quality life insurance, but are often dissuaded by the complex application process and need to complete an in-person medical exam,” said Phill Rosen, Founder and CEO of Even Financial. “Haven Life’s groundbreaking, all-digital application experience brings tremendous accessibility and peace-of-mind to consumers. We’re thrilled to welcome them to the Even platform.”   The launch of Haven Term and Haven Simple on the Even platform enables consumers to get matched with medically underwritten term life insurance policies that they can apply for and, if approved, purchase instantly online. While most Haven Term applicants will need to take a medical exam, Haven Simple applicants do not. Haven Life’s offerings expand the variety of life insurance options already available to consumers through Even’s API.   “Haven Life is committed to meeting life insurance customers wherever they are — and often, it's where they are managing the rest of their financial life," said Wade Seward, Head of Distribution Strategy at Haven Life. "On the heels of introducing even more affordable pricing for the Haven Term product, our partnership with Even Financial allows us to marry that affordability with greater accessibility to offer comprehensive financial protection to shared clients with ease and efficiency.”    Even entered the life insurance industry in 2020 through its acquisition of LeapLife, a leading insurtech and licenced life insurance agency. Since that acquisition, Even has worked with its large network of channel partners to make the process of getting personalized life insurance fast, easy, and accessible for consumers. In addition to Haven Term and Haven Simple, products offered by leading insurance companies including Lincoln Financial Group, Pacific Life, and Mutual of Omaha are available through LeapLife, Even’s life insurance platform. Companies such as TransUnion and Lantern by SoFi rely on Even’s embedded finance marketplaces to power 100% digital personalized life insurance policy quotes for their customers, with live agent support.   Even has continued its rapid growth trajectory in 2021 by reaching over $3 billion in consumer credit issued through its API and expanding its platform to over 800 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 (such as SoFi) and channel partners (such as 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 Haven Life Insurance Agency   Haven Life Insurance Agency, LLC (Haven Life) is re-thinking how people financially protect the ones they love. Haven Life is committed to delivering exceptional products, delightful purchasing experiences, and meaningful moments of service to the modern life insurance customer. Haven Term is a Term Life Insurance Policy (ICC21 Haven Term in certain states, including NC) issued by C.M. Life Insurance Company (C.M. Life), Enfield, CT 06082. In New York (DTC-NY), and California (DTC-CA), and other states, it is issued by Massachusetts Mutual Life Insurance Company (MassMutual), Springfield, MA 01111-0001.    Policy and rider form numbers and features may vary by state and may not be available in all states. Haven Term is available through Haven Life Insurance Agency, LLC (Haven Life), whose agency license number in California is OK71922 and in Arkansas, 100139527. Both Haven Life and C.M. Life are wholly owned subsidiaries of MassMutual.   Please note that issuing the policy or paying its benefits depends on the applicant’s insurability, based on their answers to the health questions in the application, and their truthfulness.   MassMutual and its subsidiaries C.M. Life Insurance Company and MML Bay State Life Insurance Company are rated by A.M. Best Company as A++ (Superior; Top category of 15). The rating is as of June 1, 2021 and is subject to change. MassMutual has received different ratings from other rating agencies.   Media Contact media@evenfinancial.com    
YAHOO! FINANCE
Yahoo! Finance: Even Financial Reaches $3 Billion In Credit Issued Milestone
Even has surpassed a significant threshold in credit issued, having now facilitated over $3 billion in consumer credit as of July 2021. The milestone is significant in the financial services industry, as Even has also expanded its platform to over 800 partners.    Click below to read more at Yahoo! Finance.
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.