by Kevin Windorf, CEO, FCS; CMO, 2112 Communications

Content strategy in financial services has hit a wall. We’ve outgrown the era of pushing out endless assets with vague goals. In 2025, content is no longer a “nice-to-have” — it’s an imperative. Content is how you connect brand, performance, and trust. And that connection needs to be intentional.

The best financial firms are moving to a two-track approach. Long-form thought leadership is still needed to build authority, especially in the B2B market. But to even enter the conversation, you need sharp, high-frequency content — and it should be tight, visual (motion, when possible), and most importantly emotionally or intellectually resonant. Think of the deep dive as the anchor for your brand, and the short-form content as the lure to hook your audience.

Used effectively, AI can accelerate the adoption of the dual tiers of content. AI is reshaping everything from segmentation and timing to creative development and performance prediction. But the key insight borne out at recent FCS panels: AI should be a tool, not a strategy. While it can surely churn out content faster, marketing leaders are using AI more strategically: to extract “signal” from “noise.”

Getting attention in a noisy, over-fished category remains a challenge. But more and more, financial brands are taking chances. We’re seeing smart execution in the wild. When State Street Global Advisors launched its “Getting There Starts Here” campaign, it created a “Gwen Stefani” moment in Times Square — unexpected, yes, but perfectly aligned with a message of progress and reinvention. Breakthrough doesn’t have to mean off-brand. It means bold within bounds.

Internal engagement is also proving to be a content advantage. Programs like Royal Bank of Canada’s “Ideas Happen Here” show that when employees are part of the creative process, content becomes more authentic, and thereby more trusted. (See my article, Turning Employees into Brand Ambassadors). Amplifying those stories on platforms like LinkedIn extends your brand’s credibility beyond the corporate voice.

And when you’re thinking about the voice of your content, you must keep localization in mind as another critical piece of your strategy. “Transcreation” — re-crafting your message with cultural and contextual nuance — is replacing straight-up translation. Financial firms cannot afford a one-size-fits-all message. Your content may be global, but relevance is local.

When we think about content strategy going forward, we can no longer focus on filling calendars. A winning strategy is about making smart bets with clear intent. It’s about telling tighter stories that spark action. And it’s about leading with a voice that people actually want to hear.