In the years following the Great Recession, industrial production declined, university students went to extreme odds to find jobs, and big banks and their financial affiliates lost consumer trust. As late as 2014, the Edelman Trust Barometer revealed financial services was, yet again, the least trusted industry in the world.
In response, financial brands turned to a new strategy to boost community engagement and redefine their image: They told stories. By 2015, 95 percent of financial companies were using content to market their products and services, with 90 percent confident that content marketing would become even more important to their organization in the next 12 months.
