Marketers struggle to balance content with consumer duty

Financial services companies are struggling to meet Google’s criteria for good content and navigating artificial intelligence (AI), new research has revealed.

The research builds on a study by Balance from last year which explored how 50 top financial services companies were failing Google's criteria for good content and its impact on Consumer Duty.

Having repeated the study for 2024, with new additions to accommodate the AI trend, the research explores what has changed in content marketing year-on-year and how companies can build trust online in a world full of AI, Google’s Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) guidelines and UK regulation.

EEAT is used by Google to determine whether a webpage is worthy of ranking higher than others in the search engine’s results pages.

Balance’s research attempts to uncover what brands can do to stand apart and deliver good content, including SEO best practice, the impact of generative AI, comparing real case studies and adapting content strategies to current economic trends.

For more insights from the 2024 research, updated to include AI's impact on the content landscape, sign up for Balance’s webinar, Building trust through great content: EEAT and Consumer Duty 2024.

The webinar will take place on 7 November and is free to attend, but spaces are limited to 100 spaces so register now to ensure your participation.