The Importance of Content in Fintech and the Way to Do it Right

The financial sector is in luck. New technology has introduced it to newer tools in the form of software provided by Fintech companies. At the rate the Fintech industry is growing right now, financial institutions such as banks and accounting firms will have a lot of products and services to choose from.

For FinTech companies, on the other hand, the growth of the industry also means updating their current marketing arsenal. Success is measured by the number of leads a company generates periodically, and it makes perfect sense to up the ante in terms of lead generation and appointment setting.

This remains to be a challenge for a lot of service providers as financial software and hardware can be a hard sell if the right strategies are not applied. For sure, content marketing is the right way to go since most of these companies want to secure better relations with their audience on top of improving their lead generation game. What’s more, for an industry that is all about communicating the technical side of things, Fintech can greatly benefit from pushing content across multiple digital channels.

Still, the use of content for Fintech has yet to enter the mainstream as companies prefer to make use of the usual stuff (i.e. white papers). Of course, technical papers and blog articles are effective in their own right, but the thing is, it’s hardly content marketing.

A limited understanding of content can actually spell trouble for Fintech companies, if not muddle up what they have set out to do in the first place. In fact, the 2016 B2B Benchmarks Report by the William Mills Agency has pointed to at least three challenges that are hounding B2B companies, Fintech included:

  • Producing engaging, informative and effective content (60%)

  • Measuring the effectiveness of content (57%)

  • Creating content consistently (57%)

Added to that, most Fintech companies struggle with the limited resources they have and the minimal expertise they have to make do. But mostly, it is more an issue of whether or not a Fintech company is comfortable with so and so marketing strategy. There is a perceived unwillingness to use a diversified content mix owing to the idea that Fintech touches on the most serious sentiments of the businesses to which it is catered.

What most Fintech companies don’t get is that newer marketing trends are available and it is important to pay attention to these trends. For Jerry Goldstein of the William Mills Agency, being able to take heed of current content practices can also improve a marketing team’s capabilities in handling leads. He then cites how content effectively led to greater marketing and sales alignment, which we all know can spell success for a Fintech company.

Again, it is just a matter of applying the right strategies. Luckily, we are able to provide the most important of these in the form of the following:

Pay attention to keywords.

Generating leads through your landing page is a matter of using the right (and the right amount of) keywords. They are essential to get your product the visibility it deserves and eventually acquires the right people from a sea of prospects. For this, you have to list down the possible keywords your audience may use and create content based on these keywords.

Go social.

Forget everything you know about social as a Fintech company. Reach out to your prospects the way how your best friend reaches out to you when you need him the most. Social media can be that best friend, especially when you need a little boost in terms of generating quality leads. After all, businesses today also scout for solutions through Facebook and other social media avenue.

Craft enticing propositions.

Marketing is all about convincing people. In this sense, you can never really draw in the right prospects if you craft lackluster propositions that fail to meet their expectations and demands. Listen to what your audience wants and build your message from there.

Consider the timing.

If you are going to announce a trade show or any corporate event for that matter, hold your content until the big day arrives. That way, anyone who already knew about the event in advance can maintain a certain level of interest that will surely get them glued on the event.

Engage market influencers.

Allow yourself some time to interact with market influencers. Not only will they provide you important knowledge in marketing your Fintech products, but they can also improve your brand’s visibility. Prospects will be more than willing to engage you if an influencer mentions you in a tweet or write the guest post on your blog.

Strategize with your sales team.

Planning a clear marketing campaign involves figuring out what content to include that will attract quality leads. In this case, you will need your sales team to collaborate with you and hear their concerns. This, in effect, will result in better lead nurturing as sales will prompt marketing to adjust their efforts.


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