The financial technology industry is expanding at a rapid rate each year, and the market is beginning to become saturated with early-stage fintech firms and financial services providers all competing to satisfy customer requirements and mold the industry's trajectory going forward.
In the first three quarters of 2021, financial technology companies throughout the world raised a total of $94.7 billion in investment.
It means that competition is huge, so any company that wants to succeed needs a good marketing strategy. By creating and sharing valuable content, fintech companies can establish themselves as thought leaders, attract new audiences, and drive leads. In this article, you will explore the definition of fintech content marketing, its benefits, effective strategies, and practical tips for success with some examples.
Why You Should Invest Into Content Marketing in FinTech?
Thanks to appropriate execution of content marketing strategy TransferWise reaches organic search traffic of over 1,000,000 less than 24 month! Their content team, supported by only one SEO specialist, produced nearly 200-300 articles per quarter in 5-6 languages. You can check their case study here. Keep reading to learn more about opportunities you can get thanks to content marketing. Let`s start from the very beginning.
Fintech Content Marketing: A Definition
Fintech content marketing involves the creation and distribution of relevant and valuable content to attract, engage, and retain an audience within the fintech industry. It goes beyond traditional marketing approaches by providing educational, informative, and entertaining content that adds value to the target audience's lives. The primary goal is to build brand awareness, establish credibility, and foster long-term relationships with customers.
Why is content marketing important?
2022 HubSpot research says that 70% of companies use content marketing.
Benefits of Fintech Content Marketing
According to study 80% of bloggers report that blogging drives results, that means that the benefits are potentially huge. Fintech content marketing offers several compelling benefits that can drive the success of your business:
It Brings in New Audiences
By creating high-quality content that resonates with your target audience's interests and pain points, you can attract new visitors to your website and expand your reach.
It Provides Tips and Advice
Sharing valuable insights, tips, and advice through content establishes your brand as a trusted source of information and positions you as an authority in the fintech industry.
It Establishes Your Brand as a Thought Leader
Consistently producing insightful and thought-provoking content helps position your brand as a thought leader, earning the trust and respect of your audience.
It Drives New Leads
Well-crafted content can generate leads by offering valuable resources, such as whitepapers, e-books, or webinars, in exchange for contact information.
Builds Brand Awareness
By creating and distributing content that resonates with your target audience, you can significantly increase brand visibility and awareness.
Increases Website Traffic
Producing SEO-optimized content helps improve your website's visibility in search engine results, driving organic traffic to your site.
Builds Customer Trust
Providing informative and valuable content builds trust with your audience, establishing your brand as a reliable and knowledgeable partner in the fintech industry. According to study, Adobe found that 70% of people prefer brands they trust over those they don't.
Provides Value to Customers
Content marketing allows you to deliver content that solves problems, answers questions, and adds value to your customers' lives, fostering loyalty and satisfaction.
Positions Your Company for Long-Term Success
By consistently creating valuable content, you establish a strong foundation for long-term success, nurturing relationships and driving customer loyalty.
Revolut, a prominent 'Millennial Bank' in the financial services industry, implemented a robust content strategy that resulted in significant achievements. Over the past six months, Revolut witnessed an impressive +8% increase in desktop web traffic. Notably, 35% of this traffic was driven by organic search, a remarkable feat considering it was twice the industry average of 17.5% ().
8 Elements of Strong Fintech Content Strategy
To develop a successful fintech content strategy, you should consider the following elements:
Understand Your Target Audience and Be Customer-Centric
Gain a deep understanding of your target audience's demographics, preferences, pain points, and needs. Tailor your content to address their specific challenges and provide valuable solutions.
Seek to Solve a Problem and Appeal to All Customers
Identify the key problems faced by your audience and create content that offers actionable solutions to your current or potential customers. Ensure that your content appeals to both novice and expert customers, providing value across different knowledge levels.
Develop Personas
Create detailed personas representing your ideal customers. This exercise helps you personalize your content and craft messages that resonate with different segments of your target audience.
Brainstorm With Other Departments
Collaborate with various teams within your organization, such as product development, customer support, and sales, to gather insights and ideas for content. Their unique perspectives can enrich your content strategy.
Use Data to Make Decisions
Leverage data analytics to gain insights into your content's performance, audience engagement, and conversions. Use this data to refine your strategy and make informed decisions.
Share customer stories
Humanize your brand by sharing success stories and testimonials from your customers. Highlight how your fintech solutions have positively impacted their lives or businesses.
Leverage audio and video content
Incorporate audio and video content into your strategy to provide a more interactive and engaging experience. Consider creating podcasts, webinars, or explainer videos that simplify complex concepts.
Showcase your team
Introduce the faces behind your fintech company. Share stories and profiles of your team members to establish a personal connection with your audience. This builds trust and enhances the authenticity of your brand.
Improve Fintech Marketing ROI with Effective Content Strategies
Implementing effective content strategies can significantly improve your fintech marketing ROI. Consider the following strategies:
- Have an Educational Component: Educate your audience about relevant fintech topics and empower them with knowledge. Offer guides, tutorials, and in-depth articles that help your audience understand complex concepts.
- Demonstrate Thought Leadership: Publish industry insights, trends, and analysis to position your brand as a thought leader in the fintech space. Share your unique perspectives and expertise to build credibility and authority.
- Leverage Outside Resources: Collaborate with industry influencers, experts, or partners to co-create content. This not only adds credibility but also expands your reach to their respective audiences.
A study by BackBay Communications found that 96% of the top 100 global fintech firms produce thought leadership regularly, with 66% of those doing so on a monthly or weekly basis (study). That means that you cannot afford not to use content marketing in your strategy.
Tips for Content Marketing Your Fintech Business
To make the most of your content marketing efforts, consider the following tips:
- Know your audience: Conduct thorough research to understand your target audience's demographics, preferences, and pain points. Tailor your content to address their specific needs and interests.
- Use Good Sources: Ensure the information you provide in your content is accurate and reliable. Cite reputable sources and provide links to relevant articles, studies, or reports to support your claims.
- Hire Great Writers: Invest in talented writers who can craft compelling and engaging content. Their expertise in storytelling and ability to communicate complex concepts clearly will elevate the quality of your content.
- Optimize for SEO: Incorporate relevant keywords, meta tags, and descriptive URLs to optimize your content for search engines. This helps improve your organic search visibility and attracts more targeted traffic to your website.
- Publish Consistently: Establish a content calendar and adhere to a consistent publishing schedule. Regularly releasing fresh and valuable content keeps your audience engaged and positions your brand as a reliable source of information.
- Distribute on Social Media: Share your content across relevant social media platforms to expand its reach (don`t miss 4.5 billion global social media users). Engage with your audience, encourage discussions, and respond to comments and questions promptly.
- Distribute to Mail Lists: Build an email subscriber list and send newsletters or updates featuring your latest content. Email marketing allows you to maintain direct communication with your audience and drive traffic to your website. It's one of the most successful marketing channels. You can get up to $36 for every $1 spend.
- Use Analytics: Monitor and analyze the performance of your content using tools like Google Analytics. Track key metrics such as page views, bounce rates, and conversions to gain insights and refine your content strategy.
- Optimize For Mobile: Ensure your content is mobile-friendly and optimized for various devices. With an increasing number of users accessing content on mobile devices, a seamless mobile experience is crucial. Today,
mobile internet traffic accounts for almost 60 percent of total web traffic, so make sure that your content is mobile-friendly. - Repurpose Your Content: Repurpose your existing content into different formats, such as infographics, videos, podcasts, or SlideShares. This allows you to reach a broader audience and maximize the value of your content.
Ways of Using Paid Content Marketing
Paid content marketing can amplify your reach and drive targeted traffic. Consider the following approaches:
- Paid Search: Invest in paid search advertising to appear prominently in search engine results for relevant keywords. This can boost your visibility and attract qualified leads.
- Paid social media promotion: Utilize paid social media advertising to reach a wider audience. Target specific demographics and interests to ensure your content is seen by the right people.
- Influencer marketing: Collaborate with influential individuals in the fintech industry who have a significant following. Partnering with them can help expand your reach and build credibility among their audience.
- Native advertising: Leverage potential of paid content promotion on top websites using native ads. Targeting specific audiences and placements can help your content reach more potential customers.
Content Marketing vs. PR: Why You’ve Been Thinking About It All Wrong
With 2.5 exabytes of data produced daily, it's difficult to stand out online. Without timely delivery, even the best content is useless. PR helps. PR and content marketing make publishing on credible websites and blogs easier. In the digital era, does traditional PR still work? A recent survey indicated that over 43% of consumers trust press releases the most. You can differentiate content marketing from traditional PR approaches and consider the following strategies:
- Find your USP: Identify your unique selling proposition and use it to differentiate your content. Highlight what sets your brand apart and why customers should choose your fintech solutions.
- Give your customers value-added content: Provide content that goes beyond promotional messaging. Offer valuable insights, educational resources, and practical advice that genuinely help your audience.
- Don’t be afraid to show off: Showcase your expertise and accomplishments. Share case studies, industry awards, or success stories to demonstrate your track record and build trust with your audience.
- Stand out from the crowd with content marketing: Embrace content marketing as a way to stand out and differentiate your brand. By creating valuable and engaging content, you can capture the attention of your target audience in a crowded market.
How to Create Effective Fintech Content Marketing
In a recent poll of B2B marketers, 80% claimed content marketing helped them create brand awareness, 75% credibility and trust, and 70% education. To create effective fintech content marketing campaigns, follow these steps:
- Identify your target personas and create content specifically for them: Develop detailed buyer personas representing your ideal customers. Craft content that speaks directly to their needs, challenges, and aspirations.
- Provide specific, actionable advice: Offer practical advice and actionable steps that your audience can implement immediately. Provide clear instructions and examples to guide them.
- Do keyword research: Identify relevant keywords and incorporate them strategically into your content. This helps improve your search engine rankings and attracts organic traffic.
- Provide a personalized interactive experience: Implement interactive elements such as quizzes, calculators, or assessments that allow your audience to engage with your content actively.
- Include legal and compliance in the content creation process: Ensure that your content complies with applicable regulations and addresses legal considerations. Involve legal and compliance teams in the content creation process to avoid potential issues.
FinTech Content Marketing Examples
Looking for inspiration on creating engaging fintech content? Check out this diverse list of content examples that can captivate your audience and provide valuable insights.
From comprehensive guides and case studies to explainer videos and expert interviews, these content ideas will help you establish thought leadership, educate your audience, and drive engagement in the dynamic world of fintech. Whether you're looking to simplify complex concepts through infographics or leverage the power of podcasts, this list offers a range of strategies to elevate your fintech content game. Here are some examples of fintech content that can engage your audience and provide valuable information:
- Comprehensive Guides: Create in-depth guides that cover various aspects of fintech, such as blockchain technology, digital payments, or cybersecurity. These guides should offer detailed explanations, step-by-step instructions, and practical tips for readers.
- Case Studies: Showcase real-life examples of how fintech solutions have helped businesses or individuals overcome challenges and achieve success. Include specific details, metrics, and testimonials to make the case study more compelling and relatable.
- Infographics: Present complex financial concepts or data in a visually appealing and easy-to-understand format. Use charts, graphs, and illustrations to convey information quickly and effectively.
- Explainer Videos: Produce short videos that explain fintech topics, products, or services in a clear and engaging manner. Use animations, visuals, and storytelling techniques to simplify complex concepts and grab viewers' attention. 88% of consumers say sponsored videos persuade them to buy.
- Expert Interviews: Conduct interviews with industry experts, thought leaders, or influencers in the fintech space. Ask them insightful questions about trends, innovations, and the future of finance to provide valuable insights to your audience.
- Educational Webinars: Host live or recorded webinars where you educate your audience on relevant fintech topics. Offer interactive sessions, Q&A segments, and practical tips to enhance learning and engagement.
- Podcasts: Launch a fintech-focused podcast where you discuss industry trends, interview experts, and share insights. Offer valuable information, actionable advice, and thought-provoking discussions to keep your listeners engaged.
- Thought Leadership Articles: Write thought-provoking articles that explore emerging trends, challenges, and opportunities in the fintech sector. Share your unique perspectives, backed by research and data, to establish yourself as a thought leader in the industry.
- Financial Planning Tools: Develop interactive tools or calculators that help individuals with financial planning, budgeting, or investment decisions. Provide personalized recommendations and actionable insights based on users' inputs.
- News and Updates: Curate and share the latest news, updates, and developments in the fintech industry. Offer concise summaries, analysis, and expert commentary to keep your audience informed and up to date.
Remember, the key to successful fintech content is to provide value, address pain points, and engage your target audience with relevant and insightful information.
Conclusion
In the competitive fintech landscape, content marketing has become an essential strategy for businesses to connect with their target audience, establish thought leadership, and drive leads. By understanding the benefits, implementing effective strategies, and following best practices, you can create compelling fintech content that resonates with your audience and fuels the growth of your business.
FAQs
Can fintech content marketing help in generating leads?
Yes, fintech content marketing can be an effective lead generation strategy. By offering valuable resources such as e-books, webinars, or industry reports, you can capture leads and nurture them through targeted content. Focus on providing content that addresses specific pain points and offers solutions, prompting your audience to provide their contact information in exchange for valuable resources.
How long does it take to see results from fintech content marketing?
The timeline for seeing results from fintech content marketing can vary depending on various factors, such as your industry, target audience, and competition. Generally, it takes time to build brand awareness, establish credibility, and attract a significant audience. However, with consistent effort, high-quality content, and strategic promotion, you can start seeing positive results within a few months.
How can I measure the success of my fintech content marketing efforts?
Measuring the success of your fintech content marketing efforts requires tracking relevant metrics. Some key performance indicators to consider include website traffic, engagement metrics (such as time on page and bounce rate), lead generation, conversion rates, and social media reach and engagement. Utilize tools like Google Analytics, social media analytics, and marketing automation platforms to gather data and gain insights into your content's performance.
Should I focus on long-form or short-form content for fintech marketing?
Both long-form and short-form content have their merits in fintech marketing. Long-form content, such as comprehensive guides or in-depth articles, allows you to delve into complex topics and demonstrate thought leadership. Short-form content, such as blog posts or social media updates, is more concise and accessible, catering to audiences with limited time or attention spans. It's best to have a mix of both types to cater to different audience preferences and capture a wider range of engagement.
How often should I publish content for my fintech business?
Consistency is key in content marketing. Aim to establish a regular publishing schedule that aligns with your resources and audience expectations. Whether it's once a week, twice a month, or any other frequency, the important thing is to maintain a consistent flow of valuable content. Focus on quality over quantity and ensure that each piece of content provides value to your target audience.
Remember, while this article provides valuable insights, it's important to adapt these recommendations to your specific business needs and goals.
