Content Marketing for Fintech Companies
Effective content marketing in the fintech industry can be tricky. Oftentimes, this content is created for a wide range of potential customers and then tailored to be aligned with whatever your business objectives might be.
From there, marketers usually look into how to make this content more appealing or engaging, hoping this will give them the results they’re looking for.
This, unfortunately is content without a purpose.
In many cases, fintech companies who struggle to actually turn their marketing dollars into transactions tend to create content for a much broader audience than they should, and end up making content for consumers that are not in need of the solution they offer.
Content made this way is likely to give you an underwhelming ROI for your marketing efforts which leads many resorting to spending more on ads.
In this article we’ll cover the key components of a successful fintech content marketing strategy and the framework behind the type of content that converts.
The Critical First Step: Customer Research
A successful content marketing strategy starts by thoroughly understanding the individuals in your target audience.
Who are the people that are in need of your solution?
What would make their lives easier?
At CRCA we begin with a meticulous exploration process where we interview salespeople, product managers, and customer service representatives in order to get a thorough understanding of who your customers are and what they tend to struggle with on a frequent basis as it pertains to your business solution.
The information gathered in these interviews provide the perfect launching point for a value driven content marketing strategy.
Some of the information we would hope to gather during the interview process are:
What aspects of your product or service do converting buyers really enjoy?
What are the reasons warm leads are choosing not to opt in to your product or service?
What are some of the issues that are brought up consistently during customer service exchanges?
Are there any aspects of your solution outside of the primary USP that customers seem to mention regularly (good or bad)?
With the answers to these questions (and more) in mind, we’re able to build out a content calendar that aims to dig right into the features your target customers are looking for the most and highlight the aspects of your offer that speak directly to the buyers that are actively looking for your solution.
Content Marketing Goals for Your Fintech Company
Before employing any of what was learned from the internal teams who work directly with your customers, you need clear goals and objectives.
These objectives will serve as a roadmap for your strategy, allowing you to look back and measure exactly how on-target (or far off) the results of your efforts actually are.
Is your goal to increase brand awareness? Are you looking to build your email list so you can more effectively promote service upgrades? Maybe you need a higher conversion rate from the SQLs at the bottom of your funnel.
The more dialed in you can be with your marketing goals, the more effective your strategy will be.
At CRCA we specialize in creating content for the diverse audience segments within your tech niche.
This means if you’re a B2C robo-investment application, and while most of your content is made for college-enrolled, young-adult males you notice that there is a large market of minority, single-parent mothers who are interested in passively investing in their future, we would segment some of the content we create to include that exact customer profile as well, opening up your marketing efforts to an entirely new audience.
Create Product-Focused Content Based on the Level of Your Target Reader
Depending on the solution you are bringing to the market, many of your potential customers might not find the level of your content valuable to them.
A lot of the fintech content online is created for beginners who are just familiarizing themselves with the fintech industry. This may be fine if you are providing a basic solution that doesn’t really require much foundational knowledge.
However, if your solution is more technical in nature which is common especially with B2B businesses, your content should be more advanced in order to speak to them where they’re at. In other words, make content geared towards tackling the issues they wrestle with on a regular basis.
By curating the type of content that offers value at this level, your readers are more likely to see you as an expert they want to have in their corner. This positions your solution as the primary consideration in their mind to ease whatever pain points they have.
Conversely, some of your target audience might be younger and less interested in the technical aspects of what you offer and just want tips on how to reach their financial goals.
This type of content should be produced and distributed frequently in order to build trust with your audience and cultivate a lasting relationship.
Execution and Tracking the Results of Your Content
If the insights we get from our interviews with the internal team prove to be valuable, we’d typically set out to create the following list of deliverables for our first kick-off campaign:
Articles based on interviews we have with internal experts as well as influencers/affiliate marketers.
Keyword based articles aimed at taking advantage of SEO where we highlight the competitive advantages that come with your USP.
Keyword based articles focused on customer pain points where we communicate the effectiveness of your product within the framework of the struggles your target audience deals with on a regular basis.
An article where we give readers a look into the history of the company and humanize your brand.
Once we get this content out in the digital world we want to begin to track the analytics behind its performance immediately in order to keep our strategies as effective as possible.
We use the following tools to give us the most reliable metrics on each piece of content:
Google Analytics
Google Tag Manager
Looker Studio
These tools allow us to track each individual piece of content giving us the ability to see how many conversions each has generated. At the end of the month, we’re able to see those numbers and make any adjustments necessary to fully optimize the effectiveness of our strategy.
Content Marketing with Us
At CRCA we utilize all of these factors when working with each one of our clients.
Starting with a thorough interview process, we gather insights from those who know your solution and your consumers the best– your internal team. This allows us to get to know your product inside and out so that we can make the most informative content possible and also lets us get to know exactly who your target audience is and what their pain points are.
From here we go over your marketing goals and bring them together with the information we gathered during the initial interview process to build a detailed content calendar that best serves your objectives.
To inquire whether or not our services might be right for you, get in touch with us!