Content marketing is an effective strategy for growth and trust building, especially in the Fintech industry where competition is fierce and trust is key. Content marketing helps you strengthen customer relationships, engage your audience, and differentiate yourself from your competitors.
To get the most out of your fintech content marketing, you need to have the right strategy in place.
This guide will tell you everything you need to know about content marketing for fintech companies.
What is Content Marketing in Fintech?
Fintech content marketing is the creation of content around financial topics on the internet that attracts, engages, and converts your audience.
Fintech companies can use their content strategy to drive leads by creating educational content.
Financial content is important, but it can easily be boring, unrelatable, confusing, etc. But if done right, fintech companies can educate their audience with great content marketing that gives them a deeper understanding of financial topics.
Fintech companies can create written, audio, and video content to educate their audience on financial topics that interest them.
From there, you can syndicate each piece of content across a variety of outlets:
- Blog
- Website
- YouTube
- Other websites
- Apps
- others
Once content is distributed, fintech companies can analyze its effectiveness by tracking web analytics data such as search engine traffic, social media engagement, and new customers.
7 Reasons Fintech Companies Need Content Marketing
Before we dive into fintech content marketing best practices, let’s review why fintech companies need to lean on content to grow their business.
Here are seven reasons why financial services companies need to develop a strong content strategy:
1. Reach a new audience
If you want your fintech business to grow, you need to find new customers, and creating content is a proven way to market yourself online and attract a larger audience.
By utilizing search engine optimization (SEO), social media marketing, and YouTube, you can expand your audience and grow your customer base.
Content marketing allows you to find new audiences without needing a huge budget, making it easier to scale.
2. Engage your current audience
Content can be a powerful tool for acquiring new customers, but it’s also
a great way to use content to keep your current audience engaged if you want to grow your business.
Create financial content to educate, inform and add value to your current audience who already know you. Repurpose your content across the different platforms your audience is on, keeping them engaged with you and your brand.
It’s a simple way to capture and retain your audience’s attention, build trust, and convert more leads into customers.
3. Building relationships with customers
You should leverage content marketing across different spaces like social media, your website, your blog, YouTube, etc. Creating content across different channels will help you build relationships with your customers on autopilot.
A general rule in marketing is that the more touchpoints you have with your customers, the more you sell. Creating more content means you always have new opportunities to increase those touchpoints, build deeper relationships, and sell more.
4. Increase your authority in a space
If you want people to trust you and your financial technology, you need to be seen as an authority. If people don’t trust you to be a financial expert, they won’t trust your app or web platform to help them with finances.
You should become a thought leader in your field with useful content. You can post content on social media or on your own platform.
You can also extend your authority by leveraging the audiences of other brands and influencers through guest blogging and guest podcasting.
5. Generate new leads
Content marketing is more than just a fun hobby for businesses — it’s one of the smartest ways to generate new leads.
To attract potential customers, content should be created with a top-of-funnel marketing strategy.
Consistently creating content is a great way to bring new audiences into your funnel.
Once you have grown your top-of-funnel audience, you can turn them into leads by getting them to join your email list or try out your finance software.
One tip to get more results from your content strategy is to create evergreen content that continues to drive leads. For example, create “set it and forget it” blog posts or YouTube videos to attract new audiences looking for helpful financial information. Then, offer a call to action on that content (using a lead magnet) to join your email list.
6. Convert leads into customers
By continually generating new top-of-funnel leads, you’ll always have a fresh cycle of leads you can convert into customers.
Content is primarily used to attract new viewers and engage current viewers at the top of the funnel, but it can also be used to convert audience members into customers.
Mix up your content types to boost conversions:
- Educational
- Entertainment
- Promotion
Don’t just show off your educational content.
You should also mix in some “authority” content by showing case studies of user success stories and calls to action to sign up for a free trial or request a demo.
7. Lower Customer Acquisition Costs (CAC)
On the business side, if you want a marketing strategy that will cost less in the long run, you want to invest more in content.
Content marketing offers a high return on investment (ROI) for your time and effort.
Why is that?
Because the customer acquisition cost (CAC) is very low.
You can create content that will generate leads for months, if not years.
If you only use Google or Facebook ads to get new leads, you’re always “paying to play.” If you turn off the advertising tap, the leads will dry up.
But with blogs and videos, you can create content that will bring in organic customers over and over again, creating a snowball effect that will continue long after you’ve finished your initial efforts.
10 Fintech Content Marketing Best Practices
Here are 10 best practices for building a strong content marketing strategy for your fintech company:
1. Set SMART goals
Any good content strategy starts with goals. If you don’t know where you’re going, you can’t get there.
To have a successful fintech content marketing strategy, you need to set SMART goals:
- Specific
- Measurable
- Achievable
- Related
- Time-limited
For example, you could set a goal to achieve 20,000 blog visits in a year and convert those blog visits at a 3% rate.
Setting clear content goals will streamline your operations and ensure consistency for maximum impact.
3. Be transparent
Fintech companies handle sensitive financial data and often monetary transactions, so transparency is crucial.
It is essential to be open and transparent about your products, services and data practices. Being honest about privacy and security practices will help fintechs build and maintain trust with their customers.
This kind of transparency not only helps establish credibility, but it also gives customers confidence in how their financial information is being managed and protected.
4. Take an education-first approach
Content is not just about engaging and entertaining your audience. That is only one aspect of your content strategy.
The best approach to building authority and generating leads from your content is to take an education-first approach.
Remember what we said above about understanding your ICP? You need to know their interests and pain points and map your product strengths relative to them.
Always start with your ICP and build your content strategy around it based on your product.
Find the connections and identify how your product can address the interests and pain points of your ICPs.
For example, let’s say your ICPs are Gen Z consumers. They are interested in independence and saving for future goals. Their challenges may include a lack of investment knowledge or managing student loan debt.
For example, let’s say your product is a personal finance app. Among your benefits might be budgeting and beginner investing options. You could build a content strategy around the themes of budgeting for 20-somethings and beginner investing.
Content strategies will vary greatly depending on the ICP – for example, content for a fintech company targeting people nearing retirement will need a different focus than one targeting younger consumers.
Remember, actionable, step-by-step, value-driven content performs the best when it comes to conversions.
5. Use the right tools
To be successful with your content, you need to leverage the right tools.
Here are some types of tools to consider (and are recommended):
- Project management (e.g. Asana )
- A content management system ( such as WordPress )
- Content scheduling ( e.g. Hootsuite )
- Design ( Canva, etc.)
- SEO ( Ahrefs , etc.)
- Web analytics ( e.g. Matomo )
6. Promote your content on different platforms
To get the most out of your fintech content marketing strategy, promote it across multiple channels and platforms.
Before you choose different platforms to promote your content on, pick one core platform – at least one social media platform.
Then create a blog and email newsletter to ensure multiple touchpoints.
Here are some tips to help you choose the right platform:
- Consider age groups (TikTok for younger audiences, Facebook for older audiences)
- Think about your preferred content type (YouTube for long videos, X for short pieces of text)
- Consider the competition (e.g. go where there are already competitive fintech companies)
7. Track your results
How do you know if you’re on track to reach the SMART goal you set earlier?
It’s about tracking the results.
Regularly access your data to make sure your content is working. Be sure to track social media, email marketing, and web results .
Keep an eye on your website KPIs and track conversions to ensure your return on investment (ROI). For more guidance on monitoring your website performance, check out our blog on how to check your website traffic as accurately as possible.
Remember, a data-driven approach is the best way to achieve your content goals.
8. Establishing content leadership
Content marketing needs leadership: You should designate someone within your marketing team to oversee your content plan.
A leader must know how to work well with different teams, understand social media and SEO, and manage projects.
Above all, remember that they will be the ones tracking and reporting data to upper management, so they need to be comfortable with web analytics and know how to track performance well.
9. Optimize for SEO
It’s not enough to create a blog post every week. You can create the most valuable content on your website, but if it’s not optimized for SEO, no one will be able to find it online.
Content leaders should analyze SEO data using tools like Ahrefs and SEMrush to analyze the various keywords they should target with their content.
You can then track your results using a web analytics tool like Matomo, which offers traditional web analytics such as page views, bounce rate and traffic sources, along with features like heatmaps, session recording and A/B testing.
These advanced features give you deeper insight into how users interact with your site and content and help you identify areas for improvement. Improving user experience based on these insights can positively impact your Google rankings.
10. Stay compliant
Fintech is a highly regulated industry. With this in mind, you must ensure that you take the necessary steps to remain compliant with all applicable laws and regulations.
Non-compliance can result in severe penalties.
Considering such high standards, it is vital that you ensure your user data is private and secure. Matomo helps you with this by providing a compliant web analytics solution that respects user privacy. With Matomo you can confidently manage compliance and build trust with your customers whilst reliably tracking your content marketing performance.
Driving your content marketing strategy with Matomo
Leveraging content marketing is one of the best ways for fintech companies to attract, engage, convert and retain their audience.
Creating quality content for your audience on social media, YouTube and your website will establish your brand as an authority and help grow your business for the future.
But remember, you need to ensure that you are only using privacy-conscious and compliant tools to protect your audience’s data.
Thankfully, Matomo has you covered.
Being a privacy-respecting web analytics tool, Matomo ensures that your website data is tracked and stored in compliance with privacy laws.
Trusted by over 1 million websites to provide reliable data with no sampling, guaranteed accuracy. Matomo is designed to be fully compliant with privacy regulations such as GDPR and CCPA and also offers advanced features such as heatmaps, session recordings and A/B testing to help you track and improve your website performance.
