FinTech companies are quickly realising that content marketing campaigns are not only available to them but can also be successful for them.
Previously FinTech companies have laughed off the idea of content marketing — after all, the topic of finance comes with misguided connotations that the subject is boring, and on the surface, it hardly appears social media worthy.
However, finance is a core part of all of our lives. It’s relevant to every type of audience, whether a business audience looking for online bookkeeping services, or whether end-consumers looking to create monthly budgets or better manage their money.
With 89% of organisations now using content marketing to better promote their business and grow new leads, content marketing is becoming a key strategy for bold FinTech companies.
Content marketing is after all a powerful tool, capable of delivering education to prospects and nurturing them into converting. The right content, such as blog posts, eBooks or videos, on the right platform, can drive huge amounts of relevant traffic to websites.
So, here are some of the best FinTech Content Marketing approaches guaranteed to promote businesses and generate leads:
1. Create engaging and educational content
When we say educational content, we don’t mean textbook style.
All great content marketing strategies begin by creating attention captivating and share-worthy content.
For many FinTech companies, the first step in their content marketing strategies is, of course, blogging, but businesses should realise they have more options and opportunities available to them than simply writing in depth, keyword friendly content.
Finance and technology contain many elements which can on the surface appear complicated for consumers to understand. This is where the trick to FinTech content marketing lays: Focusing on the solution.
The average FinTech prospect is not going to understand complexities such as industry regulation or the finer details of the tax. Instead, they want to know how your business can help them solve a problem.
This is where education and engagement come into play. FinTech companies can promote their value proposition, which educates their audience, and then engage the educated audience by creating content based on how their solution solves the problem.
Whilst previously FinTech companies may have thought the best way to explain this was in a blog on their site, there are new marketing ideas available to them.
Complex concepts can be better explained in content that utilizes graphics, like infographics, video marketing, and other colourful, visually appealing content.
The types of video distributed could include:
- Explainer Videos: Able to present an easily digestible version of your USP whilst explaining your value proposition to the viewer
- Video Blogs (Vlogs): A visual alternative to written blogs. These could include a variety of topics and make for easily digestible snippets of relevant information
- Social Videos: Short videos designed to be shareable across social media platforms. These make help to increase brand awareness reach
- Webinars: Webinars allow users to be educated at their own time in your services or products, so they’re perfect for video hosting platforms or as downloadable gated content
- Whiteboard Videos: Sometimes animated using stop-motion they help explain complex topics as well as outline solutions to problems.
- How-To Videos: In tips and tricks format these demonstrate how end users can get the best features from your product or service.
2. Incorporate User Journeys into Your Content
For FinTech companies their content marketing efforts should ultimately result in leads. To acquire leads, user journeys must feature as part of the marketing process.
Successful lead generation results in the capturing of contact information like an email address, which means that your content must provide something of value in order to initiate the exchange.
Blogs, infographics, and videos will drive visitors to your site but once they are viewing your content, you need to entice them to leave their details.
One way of doing this is through the creation of gated content. Gated content is content made accessible only by filling out a form, like a subscription form or opt-in form.
Content that is gated should be long-form, well researched, and able to provide high-value, such as insider insights or informative statistics to ensure it nurtures the interest of those serious about making a purchase.
Forms of gated content could include white papers that address an industry problem your product or service solves. White papers should always introduce the challenge, provide data and statistics to support why the challenge is significant, outline solutions to the challenge, and then finally point to why your product or solution solves the problem.
To entice viewers to this gated content, an infographic based on the data and statistics you are providing in the white paper can lead to social shares and views. An appealing infographic could all but promote the white paper across social channels to gain added exposure and reach.
3. Guest Blog
Guest blogging can promote your thought leadership to new, and most importantly, relevant audiences.
Guest blogging involves submitting blog posts to relevant blogs and publications with high domain authorities in exchange for receiving placement on the site and a link back to your site.
Not only is the reach of your content marketing expanded by being able to lead an audience directly to a blog, but it also benefits your SEO.
Backlinks earned from distributing content across high-authority sites automatically makes your website more relevant, ranking it higher and making it easier to find in organic searches.
To successfully guest blog as a Fintech, follow these steps:
- Search for publications relevant to your Fintech business
- Write an outline for your proposed article or blog
- Write an email pitch outlining the article as well as the and the benefit the publication receives for posting it
- Reach out to publications. Assess your responses you get and tweak these if necessary.
- Don’t give up. Getting guest blog pitching takes time and once you know how to pitch you’ll have a concrete method to obtain new backlinks and present your ideas to fresh audiences.
Content Marketing is Fun and Effective
These are just some of the many content marketing strategies available to FinTech companies. Now more than ever Fintech companies should experiment with different content marketing efforts and most importantly have fun with them.
