In the competitive world of Fintech, startups need more than innovative ideas to make a lasting impact.
You also need a story.
With the right approach, content marketing can transform fledgling startups into powerhouses of influence and success. Here’s a primer on how content marketing is an essential part of fintech growth and how to do it right.
The Rising Role of Content Marketing in Fintech
Content marketing is vital to driving growth and establishing a strong brand presence and visibility in the crowded fintech landscape.
Here’s the challenge: the fintech industry has thousands of new solutions and companies emerging daily. For startups, standing out, raising awareness, and driving engagement are major hurdles that must be overcome to gain clients and achieve sales.
One of the best ways to do all this is through carefully planned and strategic content marketing.
Key Benefits of Content Marketing for Fintech Startups
Content types, from blog posts to email campaigns, enables fintech companies to reach ideal buyers, build customer trust and relationships, and get clients and loyal customers. Let’s examine what content marketing brings to the table regarding fintech growth.
Improve brand exposure
Your content should be highly educational, entertaining, or both to increase brand exposure. Content with these two qualities is more likely to be shared widely through social media and word of mouth.
For example, if you wanted to reach students interested in cryptocurrency investment, you could create a free online course featuring written and video content, as well as publish a step-by-step guide. You could cover the fundamentals of crypto investment and the specific steps they take to start investing but presented in a Gen Z voice with a touch of humor.
If executed with a strong level of polish, your audience will likely share your content with their peers, bringing you more shares, links back, and engagement — all of which can lead to improved brand exposure.
Nurture trust and buyer confidence
Publishing insightful and in-depth content pieces makes your finance startup look more established and authoritative.
For example, corporations often struggle with financial forecasting and budgeting. They grapple with questions such as:
- How to deal with budgetary constraints
- How to improve the quality of revenue and expenses prediction
- Which KPIs to monitor to track financial progress
Content marketers can pinpoint these questions and create valuable content that answers them. Content marketers can uncover these questions by looking at Google’s People Also Ask section, doing keyword research, and creating buyer personas. The more you understand your audience, the more you can create content that greatly resonates with their needs. This helps establish trust and buyer confidence.
Driving Customer Engagement
Content marketing is a great way to initiate conversations, foster a sense of community, and address customer queries.
For example, create an FAQ section or a resource hub on your finance website. That way, if your customers have questions, they can visit your content hub to obtain the answer they’re looking for. By finding the answers that they need quickly, they might be one step closer to becoming a new client.
Content marketing can catalyze growth for finance startups. Below are several content-heavy strategies that fintech companies can use to facilitate development:
- Offer gated ebooks, case studies, and reports
- Lead nurture campaigns through email marketing and retargeting
- Run webinars to educate potential customers about financial products and services
By creating valuable content, finance startups can attract more leads, nurture them deeper into the sales funnel, and ultimately convert them into paying customers.
Case Study: Success Story in Fintech Content Marketing
Digital marketing production agency Noble Digital helped Fundrise, a newly launched direct-to-consumer real estate investment platform needed to build its customer base fast. To do that, the company needed to increase its awareness among accredited investors.
The company turned to Noble Digital to develop a customer profile, which analyzed third-party data to help inform its approach. Then the company created a series of targeted videos featuring a main character that Fundrise’s desired customers would self-identify with. This data-centric and creative approach helped Fundrise earn a 66% rise in brand awareness based on surveys conducted before and after the campaign.
Best Practices for Implementing Content Marketing in Fintech
Understand the tried and tested ways to implement content marketing for your Fintech startup effectively.
Understand Your Audience
It’s crucial to deeply understand your target audience’s needs, pain points, and preferences to effectively implement content marketing in Fintech.
CurrencyFair CMO Andrea Linehan captured this perfectly when she said:
“Fintech marketing is built on the same fundamentals that other industry-specific marketing is; it’s not about how you market a fintech, it’s about how and where your customer wants to be marketed to. What is true for traditional financial institutions is true for fintech; trust, credibility, and reliability come first.”
Conduct thorough research and develop buyer personas to tailor your content to your target audience’s interests and challenges.
Create High-Quality, Relevant Content
From blog posts on implementing contactless payment systems to video tutorials on financial planning and budgeting, create content tailored to your target audiences’ needs. Invest in research, use data-driven insights, and employ subject matter experts to produce content that positions your Fintech startup as a valuable resource, building trust with your audience.
Providing high-quality fintech content helps your Fintech audience:
- Understand complex fintech concepts and gain a level of financial literacy
- Find solutions to their burning fintech questions and pain points
- Have a positive experience with your brand that can lead to trust and loyalty
Leverage Multiple Channels
Diversify your content distribution by leveraging various channels and cross-promotional opportunities. From fintech-focused blog posts and social media to videos and podcasts, explore platforms where your target audience is most active. Reaching your target audiences through multiple channels can maximize your content’s visibility and impact.
Consistently Evaluate and Optimize Your Strategy
Track and analyze metrics that have a worthwhile impact on your content marketing campaigns.
For example, you need to pay close attention to the clicks and conversions you get when offering finance case studies or trends. Are you getting more clicks from headlines with numbers? Or do you get more clicks if your headlines are in question form?
When you split test, you’ll understand better what works and what doesn’t, allowing you to fine-tune your finance content marketing campaigns based on experiment results.
To improve the performance of your fintech content, follow the tips below:
- Link to reputable finance websites like The Motley Fool, The Economist, Financial Times, etc. Linking out helps Google understand your site better since outbound links strengthen topical signals. The more you link to a finance site, the more it signals to Google that your site is a financial site, which increases your chances of ranking for finance-related keywords.
- Add quotes from renowned finance experts. This improves the credibility and trustworthiness of your content.
- Emulate the meta titles and descriptions of Google’s top-ranking pages. When your meta title and descriptions are written or formatted in the same easy as the top-ranking pages, it increases your pages’ chances of ranking higher.
Grow your finance startup through content marketing
Content marketing holds the potential to transform Fintech startups into industry powerhouses. Through strategic content creation, your Fintech startup can enhance brand visibility, build trust, drive customer engagement, and fuel growth. Take your Fintech startup’s content marketing efforts to the next level without draining your time, energy, and resources, and connect with ClearVoice today to hire professional, experienced freelance finance and legal writers for your next campaign.