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At Summer Friday, as we dive head first into 2021, we’re well underway in planning for what the new year will bring to the content landscape for our Financial Service clients. We’ve outlined three main trends to watch when constructing your content calendar this year.

1. Omnichannel marketing

It’s crucial to create a cohesive customer experience across platforms, devices, and even between digital and brick & mortar locations. We know what it takes to quickly and efficiently produce content that is unified across the board.


lift in engagement rate


higher purchase frequency


higher customer retention rates

2. Personalization

We know the level of personalization in content can (and should) vary depending on its use and audience, but including at least some level of personalization is becoming table stakes as we settle into the new year. As you evaluate your brand’s ability to offer a personalized journey, remember that there are a multitude of proper solutions, some of which are relatively simple to implement while having a seriously positive impact.

of consumers say they now only engage with marketing messages that are personalized and tailored to their interests

of consumers are highly annoyed with generic advertising blasts

say they are more likely to do business with a company if it offers personalized experiences

3. Digital-first

Financial brands were undergoing a rigorous digital transformation well before the current pandemic, but COVID-19 has certainly sped up the race for digital adoption while offering some unique opportunities for innovation. A significant shift to digital calls for an equally significant boost in content. We’ve helped brands like E*TRADE and Lendly thrive with everything from holistic content strategies and educational videos to product launches, web demos, and highly targeted social campaigns.

45% of finance leaders plan to transform their businesses into digital ecosystems with banks at their core

Over 50% of banking customers prefer a digital banking relationship to a physical one

70% of Millennials, specifically, believe that technology makes it easier to manage their finances

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Let’s face it. There’s nothing easy about solving digital and content challenges this year. For the last 15 years, we’ve been helping financial brands fully leverage the evolving digital landscape, and we’d love to connect to help you make the most of your 2021 content marketing.