Content Strategy Guide

Content Principles

What Actually Works

The Kaiser et al. meta-analysis (76 randomised experiments, 33 countries, 160,000+ participants) found financial education has a mean effect on knowledge of ~0.2 standard deviations and on behaviour of ~0.10 standard deviations — 3 to 5 times larger than earlier research suggested. Financial education works. But how it's delivered matters enormously.

Just-in-time delivery beats classroom teaching

• Within 1 year, the benefits of a 6-hour programme are no longer statistically significant.
• After 18 months, even 24 hours of focused instruction show negligible lasting impact.
• Education delivered at the point of financial decision is far more likely to be retained and to influence behaviour.

Actionability over information

Every piece of content should answer: what should I do next? Not a personal recommendation, but concrete steps.

Trust signals matter more than production values

• Transparency about revenue sources increases trust, not decreases it.
• Sharing real numbers — investment performance, income, mistakes — builds credibility faster than qualifications.
• Consistency of publishing is itself a trust signal.
• Diversity in imagery delivers up to 30% uplift in consumer trust.

Avoiding common criticisms

1. "Survivorship bias" — counter by discussing failures, risks, and realistic expectations.
2. "It's just advertising" — be transparent about every commercial relationship.
3. "One-size-fits-all" — use segmentation and scenarios rather than universal prescriptions.
4. "Privilege-blind" — acknowledge structural barriers exist.
5. "Oversimplification" — simplify language, not substance.

Sources: Kaiser et al. meta-analysis (NBER Working Paper 27057); CGAP; GFLEC; BBVA

Formats That Work

The Hybrid Approach

1. Short-form for discovery — punchy clips that reach new audiences.
2. Long-form for depth — 12–20 minute videos building understanding and monetisation.
3. Podcasts for relationship — weekly episodes creating habitual consumption.
4. Interactive tools for application — calculators making abstract concepts concrete.
5. Written content for SEO — guides capturing search intent.

Sources: Influencer Marketing Hub; AIR Media-Tech; Bono Motion; Financial Marketer; Simpleshow

UK-Specific Topics to Cover

ISAs (Individual Savings Accounts)

Key changes to cover

• From April 2024: multiple ISAs of the same type in a single tax year.
• Cash ISA cap cut to £12,000 for under-65s (Autumn Budget 2025) — nudges savers toward S&S ISAs.
• Total ISA allowance (£20,000) frozen until 2030.
• LISA reform consultation launching early 2026.

Pensions

• Auto-enrolment: minimum 8% contributions. 86% participation but 99%+ in default funds. Widely considered inadequate.
• State pension: 35 qualifying years for full new state pension.
• SIPPs: individual investment choice. Key for self-employed.
• Pension freedoms: access from age 55 (rising to 57 from 2028).
• Planned reforms: age threshold from 22 to 18, remove lower earnings limit.

Tax Wrappers & Tax Efficiency

• Capital Gains Tax: exempt amount reduced to £3,000 (from £12,300 in 2022/23).
• Dividend allowance: reduced to £500 (from £2,000 in 2022/23).
• Salary sacrifice: powerful but poorly understood pension booster.
• The order of wrappers: ISA → pension → GIA — and why this matters.

NS&I Products

• Premium Bonds: 3.60% prize fund rate, 22,000 to 1 odds. 100% Treasury-backed.
• British Savings Bonds: 1–5 year fixed at 4.10–4.20%.

Property

With 50% of UK non-pension wealth in property, content must address: the case for diversifying beyond property, buy-to-let economics and REITs, LISA for first-time buyers, Stamp Duty implications, and property vs. investing: the maths.

Content Pillars & Topic Map

Lessons from Successful Creators

Common Success Patterns

1. Radical transparency about money — sharing real numbers builds trust faster than credentials.
2. Consistent publishing cadence — multiple videos per week, weekly podcast episodes.
3. Niche expertise first, then gradual expansion.
4. Multi-platform presence with platform-native content — not just cross-posting.
5. Storytelling over lecturing — case studies and real-life scenarios outperform dry instruction.
6. High production quality as a trust signal.
7. Multiple revenue streams — ads, courses, affiliates, sponsorships, community.

Trust & Credibility

Qualifications That Signal Credibility

Building Trust Without Formal Qualifications

• Transparency: disclose all commercial relationships.
• Disclaimers: clear statements that content is education, not advice.
• Showing, not just telling: share personal journeys, including losses and mistakes.
• Citing sources: reference FCA data, HMRC statistics, and reputable research.
• Consistency: regular, reliable publishing builds cumulative trust.
• Community feedback: engaging with audience questions and corrections.

What Erodes Trust

Regulatory Guardrails

The Education vs. Advice Line

Practical Compliance Steps

1. Separate education from promotion — keep educational content distinct from affiliate-linked or sponsored content.
2. Use clear disclaimers — content is for educational purposes, not personalised advice, and investments can go down as well as up.
3. Disclose all commercial relationships — be transparent about affiliate income, sponsorships, and partnerships.
4. Avoid personalised language — say "investors might consider" rather than "you should invest in."
5. Review content before publication — establish a compliance review process.
6. Keep records — maintain records of all published content and commercial relationships.
7. Stay current — monitor FCA publications, particularly around targeted support and financial promotions.
8. Consider Section 21 approval — if content constitutes a financial promotion, it must be approved by an FCA-authorised person.

Audience Targeting

Life-Stage Pathways

Addressing the Gender Gap

• Women approach financial services from a goal-oriented, contextual perspective — frame content around life outcomes, not products.
• Avoid patronising "pink" marketing — gender-free messaging that focuses on empowerment resonates far better.
• Feature diverse representation — 30% uplift in consumer trust from diverse imagery.
• ESG and values-based investing content resonates strongly with women.
• Community models work: Female Invest built 500,000+ women across 100 countries with social e-learning.

Sources: Boring Money; NatWest; CFA Institute; Female Invest; Vestpod; Freetrade

Distribution Strategy

Platform Priorities

Multi-Format Repurposing

One long-form piece of content should generate:

1. YouTube video (12–20 min) — the primary asset.
2. 2–3 YouTube Shorts — key moments or standalone points.
3. 2–3 TikToks — recut for the platform, not just cross-posted.
4. Instagram carousel — visual summary of key points.
5. Podcast discussion — deeper exploration with additional commentary.
6. Newsletter edition — written version with links and resources.
7. Blog post — SEO-optimised written guide.

Monetisation Recommendations

UK-Specific Considerations

1. FCA compliance overhead — budget for compliance review and potentially Section 21 approval for affiliates.
2. Smaller market ceiling — compensate with higher monetisation per viewer through premium products.
3. Tax year seasonality — align sponsored content with ISA deadlines (April), pension year-end, and budget announcements.
4. Broker switching — referral and transfer bonuses create affiliate opportunities in a growing market.
5. Course pricing — UK market is more price-sensitive. Consider tiered GBP-denominated pricing.