Did you know that over 80% of B2C marketers swear content marketing is the secret behind boosts to their website traffic? And 63% of B2B buyers admit that content marketing helped them make a purchase decision?
Well, if you've ever wondered whether content marketing could help increase brand awareness and lure in potential customers, wonder no more. The numbers speak for themselves.
In this expert guide, we'll unravel the mysteries of fintech content marketing. We’ll share top tips and show you exactly how to use content marketing to set your company up for full-blown success. We'll also take a look at some strategies used by today's fintech all-stars and extract some great insights.
Let's dive right in.
What is Fintech Content Marketing?
Fintech content marketing is all about creating and sharing content to connect with and educate customers, sparking meaningful conversations and encouraging interactions from your audience. Forget the flashy ads; it's about serving up valuable and insightful content that tackles the problems and challenges your customers face.
Through articles, blog posts, videos, infographics and more, the goal of fintech content marketing is to position a brand as a trusted source of wisdom, spurring actions like sign-ups or conversions and allowing it to nurture customer relationships. It's all part of creating an engaging narrative, simplifying the intricate fintech jargon, and showcasing your know-how in the ever-evolving fintech landscape.
Why Is Fintech Content Marketing So Important?
Good content marketing is like a lifeline for fintech startups. It's their ticket to being seen and trusted in a competitive industry. Sure, having cutting-edge technology is great, but that alone won't cut it – people need to understand and embrace your brand. But quality content isn't just about fancy words; it's about becoming a thought leader, breaking down tricky ideas, and showing off your expertise. It's how you build trust and make a real connection with your audience. This in turn, boosts your brand's reputation and keeps customers coming back for more.
In an industry where innovation and change are key, content marketing acts as the trusty compass that guides fintech startups through the maze of finance and tech.
4 Examples of great Fintech Content Marketing
Let's take a look at how the fintech pros are using content marketing to create audience connection and drive success.
Monzo
Monzo's content marketing strategy has been nothing short of a triumph. It has propelled the brand's awareness to new heights, firmly establishing it as a household name. The brand’s consistent and helpful content delivered in a friendly, relaxed manner, has also made it a thought-leader in the world of finance. Monzo’s blog plays a pivotal role in the company’s strategy, serving as a dynamic platform for product updates, as well as sharing insightful ideas, informative guides and engaging stories.
On top of that, Monzo has upped its SEO efforts, making it easily discoverable online. This organic search engagement has not only brought in a ton of leads, but has supercharged its conversion rates. As of May 2023, Monzo's customer count sits at a whopping 7.5 million, marking an impressive 28% growth since February 2022.
Related: 10 Game Changing Fintech SEO Tips (with Examples)
Klarna
Klarna's content marketing strategy is pretty remarkable. The brand’s ‘Extra O Blog’ plays a central role educating, entertaining, and keeping audiences in the loop about new partnerships, products, money insights and tips.
Klarna's approach has been a rocket booster for brand awareness, putting it centre stage in the fintech world. By consistently serving up valuable insights, the brand has become an expert people can trust.
But there's more to the story. Klarna has cranked up its SEO ranking, so you can spot it from miles away. So it’s no surprise that the brand has 150 million active consumers across more than 500,000 merchants in 45 countries.
Wise
Wise's content marketing strategy has been a big success, putting the brand on the financial services map. It’s not only got its name out there, but it’s also earning trust and expert status by serving up thoughtful content. Wise’s blog covers a range of useful topics, from personal finance to living abroad, travel tips and business. It’s even thrown in some case studies to showcase its products and services. By posting content on a range of different topics, it can reach all sorts of customers.
Wise's well-researched content has also boosted its SEO rankings and reinforced its position as an expert in the fintech field, increasing customer trust. This trust has created a loyal fan club and brought in new customers. Earlier this year, the company reached 16 million customers worldwide.
Revolut
Revolut's content marketing strategy is impressive. You’ll find a treasure trove of content on the Revolut blog including product announcements, feature updates, user stories and technical posts about banking. It provides relevant, educational content, fostering customer engagement and establishing trust and expertise.
Revolut has also mastered the art of SEO, using its content to improve its rankings in organic search, and in turn increase its conversion rates. And the numbers prove it. Revolut boasts over 30 million retail customers worldwide and handles more than 400 million transactions each month, up from 350 million per month in November 2022.
5 Benefits of Strong Fintech Content Marketing
These examples illustrate that insightful content and good SEO performance are integral to creating an effective content marketing strategy. And doing it well creates a whole host of benefits, here are five:
- Enhanced Brand Visibility: When you're producing high-quality content, you’re shining a spotlight on your fintech brand, allowing people to easily discover you.
- Credibility and Trust: Crafting well-researched, informative content helps you build credibility in the industry. You become the go-to source of wisdom which allows you to build trust with your audience.
- Lead Generation: Effective content marketing is a magnet for potential customers. It allows your brand to share valuable insights that attract consumers and turn them into loyal customers.
- Cost-Effective Marketing: Forget those big-budget ad campaigns. Content marketing is a savvy, budget-friendly alternative that delivers a solid return on investment. It's a win-win for lead generation and customer acquisition.
- Educating the Market: Your fintech content doesn’t just promote your brand; it teaches your audience about the great solutions you offer. Good content can help your audience better understand what you bring to the table and why they should get on board.
Increased Brand Awareness
In today's competitive business world, getting your brand out there is a big deal. That's where good content marketing steps in to save the day. By creating and sharing information that people find valuable and interesting, more people will know who you are.
But we’re not talking about any old content. We're talking about well-crafted gems that are strategically spread across different platforms. They're not just informative and entertaining; they also make your brand's personality shine.
Over time, as people continue to engage with your content, casual onlookers will turn into loyal fans who understand your brand, trust it and love it. It helps you build a strong connection and leave a lasting impression.
Related: Fintech Branding - The Actionable Guide & Examples
Increased Website Traffic
Quality content is the driving force behind increased website traffic. When you offer up content that's valuable, informative and engaging, you’re more likely to get visits to your site. Here are a few things you can get started on right away:
- SEO Optimization: First off, top-notch content is a superpower that shoots your website up the search engine rankings. The better the content, the higher you’ll rank. And a higher ranking means it’s easier for users to find your website. 46% of marketers swear by SEO for content marketing success.
- Social Sharing: SEO is a vital part of your content marketing strategy, but you also need to make sure you’re distributing the content effectively on different social media platforms. Repurpose and distribute it so that when users find your content, it's too cool to keep to themselves. They will hit the share button, sending it out to their friends and beyond. This snowball effect will lead to more traffic to your website and more engagement on your social media channels. It’s a win-win.
- Backlinks: If you’re producing content so incredible that other websites and companies are linking to it, you’re in a pretty good spot. These backlinks act as a highway leading back to your website, bringing in even more visitors and potential customers.
- Repeat Visitors: But how do you know if you’ve absolutely nailed it? When your content consistently delivers the goods, people will keep coming back for more. And you know what that means, a steady stream of website traffic that continues to grow.
High levels of Customer Trust
Great content is the cornerstone of customer trust. When a website consistently offers informative, relevant, and reliable content, it signals expertise and credibility. Customers, in turn, feel more assured and inclined to engage with a brand.
Well-crafted content addresses customer pain points and provides solutions, showcasing a brand's commitment to helping its audience. It also fosters transparency. By sharing information with your customers and potential customers in an open and authentic way, you're building even more trust with your audience.
Provides Value & answers to Customers
Creating content that solves customer problems or answers questions can give your customer service team a break. If your content already has the solutions, customers can hunt down the answers to their burning questions all on their own. This means they won't be blowing up your support teams' phones.
Not only do customers get a more seamless experience, your business gets to run smoother, behind the scenes. It makes your whole operation more efficient. And who doesn’t want that?
Positions Your Company for Future Success
In the fast-paced world of fintech, one thing is clear: gaining trust and credibility is everything. So, when you create content that's not just good, but downright award-worthy, you're teaching your audience and showing off your skills.
Think of your well-crafted blog posts, videos, and snazzy infographics as the spotlight that makes your fintech stand out in the crowd, while your competitors fade into the background. But remember, it's more than just throwing facts around; it's about using your expertise to produce content that is engaging and encourages loyalty from your users. If your engaged users become fans, they’ll stick around. And this makes customer retention a whole lot easier.
Plus, it'll also attract investors and potential partners. As your reputation grows, so will your opportunities. Content marketing is your ticket to a better and brighter future in fintech.
4 Tips For Creating a Strong Fintech Content Strategy
So, how do you create a killer content strategy? Don’t worry, we’ve got you. Here’s four tips to get started:
Understand Your Target Audience and Maintain a Customer-Focused Approach
Getting to know your target audience is your North Star when creating content. It helps you understand what they like, what bugs them, and what they’re struggling with. Once you know who you’re talking to, you can make content that resonates with them and meets their needs. Nearly half of all marketers (47%), believe research is a must for making content marketing a success.
And when your content hits the bullseye, it creates a supercharged connection between you and your audience. They start trusting you, and that trust turns into loyalty. Whether you’re aiming for brand awareness, generating leads or customer retention - if your content hits the mark, it will be effective. That’s the secret to content marketing success.
Include a Learning Element
Including a learning element in content marketing helps drive audience engagement, delivers value and positions your brand as a reputable educator and thought leader.
Aim to Address common Problems and Attract a Broad Customer Base
When coming up with a content strategy, think about zooming in on the everyday headaches in your industry. It's not just about being the hero for your audience; it's about providing solutions to their problems. By consistently serving up solutions, your content is a trust-building machine. People love having a trusty source to help them tackle their issues. But even better, if you tackle those common problems. You're helping your current customers and also throwing a wide net to catch potential customers. As a result, people on the hunt for answers are likely to stumble across you, which means you're growing your reach and influence.
Hiring a Professional Content Writer
Bringing in a professional content writer can be a game-changer for your content marketing. They've got the skills to craft top-notch, engaging content. And if you're looking for flexibility, freelancers are your go-to. They bring diverse talents and new ideas to the table, supercharging your content marketing strategy.
Challenges of Fintech Content Marketing
Now, all these benefits come with their own set of challenges. The industry is fiercely competitive, and new players will always pop up, making it hard to stand out. To get ahead, fintech brands need top-quality content that's not just informative but also grabs their audience's attention. You've also got to keep up with the ever-changing rules and regulations.
Finding that sweet spot between keeping things clear while tackling complex fintech topics can be tricky. But if you bring a mix of creativity and strategy to the table, you'll cut through the noise and leave your mark.
Why you should use Passionfruit to improve your content marketing efforts.
When it comes to enhancing your content marketing, Passionfruit is here to help. Our freelancers aren't your average content creators, they bring a ton of experience and fresh ideas. They don't just make content; they're strategists who know how to grab your audience's attention and elevate your brand.
With a toolbox that often includes SEO, social media and design skills, they've got all the tricks to make your content pop. Passionfruit specialists are adaptable, speedy and provide a shot of creativity and finesse that give startups a real edge on the path to success.
Conclusion
Fintech content marketing is a powerful tool for fintech companies. It's not just about throwing ads into the abyss and seeing what sticks; it's about weaving stories and providing information that really hits home with your audience. It helps you make an impact and stand out in a sea of fintech innovation.
And the benefits are abundantly clear: more visibility, trust, leads and cost-effective marketing. But it's less about selling stuff and more about being a teacher, guiding your audience to future success.
When you're crafting a content strategy, remember the golden rule: get to know your audience, know their quirks and keep them at the centre of your universe. That's how you build trust, loyalty, and lasting connections that'll make your fintech company thrive.
And if you want to kick things up a notch, don't forget about the Passionfruit specialists. Their expertise and fresh perspective will make your content marketing stand out and shine.
