Exciting content is easier to create for the pet care industry. Here, you can publish entertaining stories, appeal to the feelings of pet owners, conduct “interviews” with cute dogs on your company’s Instagram page, and so on. However, that’s not the case with fintech content marketing.
Fintech faces the same problems as companies from other technical industries: authors write texts filled with terms that confuse the reader, are overloaded with statistics, and do not evoke any emotions.
When creating content for Fintech, you must balance informative sales content with conservative posts that are boring to read. We at PRNEWS create materials for many fintech products and services, and today, we will share our findings with you.
So, let’s dive into fintech content marketing strategies you must try.
Why do you need a content plan?
First, it will help to set priorities and define marketing goals, guaranteeing that all efforts will be directed toward their achievement. Short-term and long-term goals can be used to evaluate the effectiveness of your plan. The plan will also allow you to reduce expenses; content creation and promotion can be expensive, and you risk spending too much if you don’t appreciate the big picture.
All of the above applies to content marketing in any industry. But how do you optimize the process for a fintech company? Here are some ideas.
Define your unique selling proposition (USP)
Your USP is the basis of the fintech company’s marketing strategy; it should show potential clients the problems in the financial services industry and how your service solves them.
For example, we can cite the USP of the Digit company: “Save money without thinking about it.” Here, we consider the problem potential clients face – when you try to save money on your own, you can save too much or too little, periodically forget, or simply stop doing it. With Digit’s automatic accumulation function, the client does not need to think about anything: money is automatically deducted from his salary and transferred to a savings account.
Create client portraits
Your best current clients are ideal target audience representatives, which you can use to orient yourself when planning promotions. Be sure to analyze the existing client base. Ask yourself what fintech products customers use most often, where else they spend their time, and what content they consume.
Analyzing existing clients will allow you to create similar target audiences into which you can segment content. Combining personalization and segmentation will generate more valuable content leads and increase marketing profitability for your fintech business.
Explore content marketing trends in fintech
Determine what types of content are in demand on certain platforms and in the market for which they are created. Use fintech trends to develop your strategies. For example, users of financial technologies are very fond of video content; find out what video formats they watch and where they find them. Collected data will help increase sales.
What should you consider when creating a fintech content strategy?
According to a study of the marketing strategies of 100 global fintech companies conducted by BackBay Communications, 96% create content regularly, 66% of companies do so weekly, and 46% experiment with different formats and types of content (including webinars and podcasts).
According to the research, fintech companies mostly gravitate toward analytics, commentary, and videos. Content plays a central role in attracting a new audience, developing loyalty to the platform on which the content is placed, and forming user perceptions of the product or service.
From the point of view of search engines, fintech companies belong to the YMYL (Your Money or Your Life) segment; therefore, content within this niche must meet certain EAT criteria (Expertise, Authoritativeness, Trustworthiness):
- Informative pages of authors with biographies, photos, and other articles, and a block about the author in the article. On the site pages, you can not only tell about a specialist’s qualifications and add a photo but also supplement the section with certificates and diplomas, conferences at which the author spoke, tell about the received awards and grants, and make comments.
- The uniqueness and usefulness of the content that is relevant to the query answers the audience’s questions and meets the company’s goals. A feature of fintech content is data-based content, which is content based on data analysis that confirms its authenticity.
Publish content in different formats
By preparing various types of content, you can significantly expand the sphere of your influence. All because people perceive information in different ways. By publishing different content formats, you will diversify traffic, increase the number of organic leads, and increase engagement. Here are some ideas to get you started:
- Publish detailed training articles. This is what I’m doing right now! Did you know that only 15% of fintech blogs have articles that are 2,000 words or more? By publishing comprehensive, voluminous content, you will establish yourself as an authority in this field and attract potential clients interested in financial education. For voluminous content, choose niche topics that require a deep explanation, for example, “What is NFT.”
- Describe cases of satisfied clients. A happy client is one of the most valuable assets, especially if he has a high status. Therefore, share thematic cases that show how your services helped a specific client cope with real problems. Readers will understand the context of your services and decide how you can be useful to them.
- Publish articles with opinions. According to an Edelman-LinkedIn study, 89% of people perceive the company more positively after reading an article demonstrating thought leadership. 50% of them noted that these materials ultimately influence their purchase decision. By publishing expert articles, you can create timely, relevant content, prove your competence, and stimulate discussions in financial communities.
- Record short podcasts. Although these podcasts may contain information from your company, we strongly recommend bringing in outside opinions. These could be your clients, partners, consultants, industry analysts, commentators, etc. One example is the Thoughts on the Market podcast, which has a rotating cast of presenters and a wide audience base.
- Create attractive infographics. Fintech topics, especially those related to cryptocurrencies, are well-suited for infographics because they contain much data. With the help of infographics, you will make complex topics understandable for an ordinary person. For example, here is an interesting infographic about how blockchain can be applied in various industries.
Tell stories
Storytelling in marketing is an art. It attracts readers and helps them establish a personal, emotional connection with a product or service. The strategy is easy to master if you’re writing for the pet care or hospitality industry. Still, it is possible to include storytelling in Fintech’s content.
We do not suggest adding a random story in the middle of a severe article just to make the material more interesting. Its placement should be approached strategically: the story’s goal should be to overcome problems associated with attracting clients. What exactly: (1) self-disposition, (2) teaching readers how your solution helps to get rid of pain, and (3) gaining trust. To create stories that meet all these tasks and resonate with real people, you need to focus on three key factors:
- Humanity The main idea here is to strengthen the emotional connection between the reader and the business. Let’s say your company offers wealth management services. What do you think will contribute to a better emotional connection: a dry block of text about a financial management strategy or a story about a client who experienced a fateful event and needed help with portfolio management? Both types of content can be useful, but the latter is better for creating humanity.
- The tone of voice. I wrote a whole article about tone of voice; read it! This article addressed the IT industry, but since fintech is highly technical, similar recommendations can be followed. Fintech content creators tend to have an authoritative style, but a unique, cheeky, or even humorous tone will set you apart from other brands. Using a more relaxed presentation, you can create engaging content with which the audience will want to interact.
- Tension and conflict. All good stories contain an element of tension—a pain point, if you will. When telling a story, you must use an example that touches on the actual problems of your target audience. And then show them how your company’s services solve this problem!
Get rid of terms
Your B2C fintech content should be accessible to the average reader — so stuffing it with terms like unicorn, cockroach, and innovation won’t do you any good. Unfortunately, the fintech industry has a massive problem with jargon and slang words, ultimately repels potential clients.
All manuals are designed to help newbies navigate the fintech jargon, but I would like this system to change. We don’t blame jargon at all. It can effectively communicate with other companies and industry leaders, allowing you to convey an entire concept with the help of one word. However, it has no place in consumer-oriented business literature. The best solution when publishing fintech content is to use as simple language as possible.
Conclusion
With the right approach, content marketing in fintech increases awareness, stimulates engagement, and helps in decision-making. The main thing is to find out what your target customers need and give it to them interestingly and understandably.
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