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
• Facebook
• YouTube
• Instagram
• 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.

 

Contents

• What is Payment Orchestration and Why is it Important?
  • What is Payment Orchestration?
  • Why Is It Important?
• Global Markets and the Role of Payment Orchestration
  • Integration with Different Payment Methods
  • High Transaction Costs
  • Scalability and Flexibility
• A Strong First Step for Global Markets: Payment Orchestration
• Payment Orchestration Platforms Playing an Active Role in Global Markets
• Meet Craftgate to Gain Competitive Advantage in Global Markets!

E-commerce processes continue to show rapid growth momentum worldwide. Moreover, this growth is also evident in global markets. In fact, it is expected that 33% of e-commerce spending will be cross-border by 2028. There are many points that businesses that want to increase their share in global markets should pay attention to.

One of these points is payment processes. In this article, we will discuss how payment orchestration platforms can accelerate expansion goals in global markets, increase efficiency and profitability, and reduce transaction costs.

What is Payment Orchestration and Why is it Important?

What is Payment Orchestration?

Payment orchestration is a technological solution that allows businesses to reach different payment providers through a single central platform, eliminating the burden of the integration process that they have to carry out with each one separately.

This system aims to diversify payment processes, manage these processes from a single point, ensure smooth payment transactions, optimize costs and improve customer experience.

Why Is It Important?

• Provides ease of integration: While businesses often have to integrate each new payment provider they sign up with, payment orchestration greatly simplifies this process. Businesses can add new providers without having to change their existing infrastructure, allowing them to adapt quickly to changes in the market.
• Saves costs: Payment orchestration offers businesses the opportunity to receive payments across multiple providers via the most cost-effective solution. For example, Craftgate enables payment requests to be received via the most advantageous virtual POS with its Smart and Dynamic Payment Routing feature, reducing costs per transaction and optimizing overall payment costs.
• Increases payment success rates: Increases transaction approval rates and reduces payment rejection rates by dynamically routing between different payment methods and providers.
• Improves customer experience: Increases customer satisfaction and loyalty by offering different payment options and seamless transaction processes.
• Provides strength in the global market: It adapts to local regulations and payment preferences for businesses operating in different countries and regions, thus providing a competitive advantage in the global market.

To examine the details of the advantages that payment orchestration can bring to your business, you can review our article titled “ What is Payment Orchestration? ”

Global Markets and the Role of Payment Orchestration

Integration with Different Payment Methods

Cultural differences in different markets directly affect payment habits. For example, while cash on delivery or bank transfers are more common in some countries, credit card payments may be preferred in others. Therefore, it is very important for businesses to understand the payment preferences of consumers in their target market and offer them the most suitable payment options in order to establish themselves in the market.

Managing multiple options such as credit cards, bank transfers, digital wallets, local payment methods can be complex and costly for businesses.

Payment orchestration platforms, as we mentioned above, make it easy to work with different payment methods on a single platform. It eliminates separate integration processes and offers businesses a strong entry into their target markets.

For example, Craftgate allows member businesses to make agreements with international payment methods with high payment acceptance rates such as Stripe , Payoneer , PayPal , AliPay, Klarna , Afterpay , Clearpay, Braintree, Paytabs and receive payments in 9 different currencies.

High Transaction Costs

Varying transaction fees and conversion costs across payment providers can negatively impact a business’s profit margin, while failed transactions and refund rates also add additional costs.

Payment orchestration optimizes transaction traffic and reduces transaction costs with solutions such as Smart and Dynamic Payment Routing that direct payment requests to the lowest-cost payment providers.

Scalability and Flexibility

As your business grows, you expect your payments infrastructure to keep pace. Insufficient scalability can lead to payment bottlenecks and customer churn.

At this point, payment orchestration platforms offer flexible solutions in parallel with the growth of businesses. Easy integration with different payment methods in global markets, smart and dynamic payment routing solutions, and solutions that allow them to receive payments even in case of system payment errors can be given as examples.

In this way, transaction volumes increase, the number of successful payment transactions also increases, and businesses can manage their payment processes smoothly while expanding into new markets.

These solutions help businesses overcome key challenges in their payment processes and gain a competitive advantage in the global marketplace.

A Strong First Step for Global Markets: Payment Orchestration

Payment orchestration solutions offer businesses critical features to gain competitive advantage in global markets. We can evaluate all these advantages under the following headings:

• Cost Advantage: Dynamic payment routing optimizes transaction fees across geographies to choose the lowest cost provider in each region, allowing businesses to reduce the amount they pay in payment fees.
• Diversity in Payment Methods: Support for multi-currency and local payment methods across geographies enables businesses to adapt to the unique payment preferences of each country. This flexibility appeals to different customer segments in the global marketplace, expanding market reach and increasing local customer loyalty.
• High Customer Satisfaction: In terms of improving customer experience, smooth and secure payment processes positively affect customers’ shopping processes. Offering various payment options appeals to the different shopping habits of global customers and speeds up purchasing processes.
• Data analytics and optimization: For businesses operating in global markets, being able to manage payment processes from a single point provides a significant operational advantage. Thus, businesses can make strategic decisions and improve their performance by analyzing payment data from their overseas operations.

Payment Orchestration Platforms Playing an Active Role in Global Markets

With the diversification of online payment systems, the payment orchestration market is also developing rapidly. There are many advanced payment orchestration solutions that stand out globally.

Some platforms also serve as a payment service provider, while others, like Craftgate, focus solely on orchestration.

The most notable of the global payment orchestration platforms are as follows:

• IXOPAY
• Spreadly
• Nuvei
• Checkout.com
• Bridge
• Akurateco
• Ikajo
• Nexio
• Corefy
• Magnius

Although the features offered by these platforms vary depending on the end user and business needs in the geography they focus on, they are generally similar. For detailed information about these solutions, you can review our article titled “ Globally Known Payment Orchestration Providers ”.

As can be seen, in today’s world where payment service providers are diversified, the orchestration platforms that businesses can work with are also quite diverse. Although there are main platforms that play an active role in different geographies, this diversity becomes even more evident when it comes to different geographies. The advantages that these orchestration platforms offer to businesses vary depending on the technical capabilities and competencies of the platforms.

At this point, it is almost imperative for businesses to determine their priorities and needs. However, the question of which orchestration solution to choose is definitely on their agenda. Many parameters come to the fore when evaluating preferences. If you do not have an expert team or experience in the payment field, these parameters can be quite confusing.

If you have an agenda about which payment orchestration platform would be more advantageous for your business, our article titled “ How to Choose a Payment Orchestration Platform? ” will provide you with an effective roadmap.

Meet Craftgate to Gain Competitive Advantage in Global Markets!

Since the online payment world is inherently a specialized field, businesses may have difficulty successfully analyzing and determining direction in their target market’s consumer payment habits. At this point, a strong payment technology and deep knowledge become an indispensable requirement for them.

Gaining competitive advantage in global markets becomes possible by optimizing payment processes. At this point, Craftgate payment orchestration allows member businesses to expand their market access and make a strong entry into their target markets thanks to easy access to frequently preferred payment methods in different geographies.

It also helps them save money with its smart routing feature that minimizes commission costs for all these different payment methods.

A seamless and secure payment experience ensures the satisfaction of a global customer base, while data analytics and optimization facilitate strategic decision-making. These features not only provide businesses with cost advantages, but also provide a strong competitive advantage internationally.

You can contact our expert team in the field of payment to gain a competitive advantage in global markets with the solutions offered by Craftgate !

Contents

• What is Online Payment Strategy?
• Things to Consider When Developing an Online Payment Strategy
  • Evaluate Your Payment Options
  • Identify Your Business Goals
  • Analyze Industry Best Payment Practices
  • Consider User Experience in Checkout Page Design 
• Conclusion 

As a result of digitalization, online payments have become an indispensable part of daily life. In this case, businesses that want to offer their customers a seamless payment step have accelerated their payment strategy work. 

In addition, parameters such as efficiency and profitability that can be achieved through optimizations in the online payment step also play an important role in developing these strategies. 

In this article, we will examine the importance of having an effective payment strategy for your business and include what you should pay attention to when developing this strategy.

What is Online Payment Strategy?

According to the research, the global digital payments market is expected to exceed $12.5 trillion by 2027. This shows that the way businesses manage their payment processes can deeply impact both their profitability and scalability.

A digital payment strategy can be defined as a strategy that includes the plans required for businesses to efficiently manage and facilitate electronic transactions. This strategy may include selecting appropriate payment service providers, integrating specific technologies, and adapting to the latest trends in the payment space. An effective digital payment strategy aims to improve customer experience, increase transaction speed, and strengthen security.

Optimizing your business’s payment operations reduces costs, streamlines processes, improves customer experience and increases turnover.

Things to Consider When Developing an Online Payment Strategy

In order for a business to effectively structure its payment strategy processes, it must first create an effective strategic structure. 

Therefore, before exploring specific strategies that can help you improve your payments ecosystem, it is healthy for businesses to create a custom payments optimization strategy that fits their unique needs, goals, business model, target market, and growth opportunities. 

At this point, it is necessary to remember that the most effective way to carry out this process is to get support from a team of experts in the field of payment. Since payment is an area that requires serious expertise and experience, working with such a team allows you to detect critical errors or important problems that you had not noticed before and follow a strategy accordingly. 

With this reminder, we can talk about the steps you can take to develop a payment strategy:

Evaluate Your Payment Options

In the first stage, it would be useful to evaluate existing or potential payment service providers and the solutions you can use at this point. At this point, the technological capabilities of the payment providers you want to work with and their competence in the scenario where you scale your business or expand abroad should be important to you. 

When making this assessment, you can consider your transaction volume, transaction costs, customer feedback and identified security risks. For detailed information, you can review our article titled  Guide to Receiving Payments from Abroad for Businesses , which includes what you should pay attention to when moving your operations abroad.

In addition to these, integration processes are also among the most important issues. Because, when you want to work with more payment service providers over time, integrating each one separately or managing each one through different panels means serious labor and cost. At this point, payment orchestration solutions will make this process easier for you. For example, payment orchestration Craftgate allows you to access the payment service providers or alternative payment methods you want from a single point with its  Payment Gateway feature and manage them all from a single panel.

When developing a payment strategy, you should also correctly evaluate the habits of your customer base and the opportunities and risks in your target market. For example, if you are an online grocery chain, being able to accept online payments with meal cards provides a significant competitive advantage for you. You can learn the details of why you should include alternative payment methods in your payment strategy by reviewing our article titled Alternative Payment Methods for the Right Marketing Strategy . 

Similarly, if your target audience is a relatively young consumer base, offering digital wallets or shopping credit solutions as payment methods can be an important reason for users to choose your brand. 

Identify Your Business Goals

The most important factor that determines the payment strategy processes will undoubtedly be your business goals. If your business’s priorities are to regulate costs, optimizing the amount you pay for commission rates in terms of payment strategy will be the right way. 

For example, Craftgate allows you to direct payment requests coming to your platform to the most advantageous virtual POS as a commission with the Smart and Dynamic Payment Routing solution you have an agreement with . This routing process is carried out automatically, in accordance with the rules you have determined. Thus, you know that thanks to Craftgate, your payments will go through the payment service provider that is most advantageous for you. 

In addition, the strategy you care about as a business may be to increase your conversion rate or increase your turnover. For this, it is important to reduce your cart abandonment rates and complete some optimizations that reduce the conversion rate. For detailed information on the subject, you can review our articles titled Reducing Cart Abandonment Rate & Increasing Conversion Rate Part-1 and Part-2 .

Another way to increase your turnover is to benefit from solutions that allow you to receive payment even in virtual POS outages or system payment errors. Payment service providers (Virtual POS or payment institutions) that you will make an agreement with may occasionally experience system outages (downtime). This is quite possible in software processes. However, in terms of user preferences and priorities in e-commerce processes, this situation causes your business to lose turnover. 

If a customer who wants to make a payment on your website cannot make a payment due to a virtual POS outage at that moment, it may cause them to give up shopping. This means a possible loss of turnover for your business and a negative impact on your customer experience.  

At this point, Craftgate’s Autopilot solution helps you. Autopilot directs payments to another working virtual POS in case of any interruption in the virtual POSs that our member businesses have agreements with. This happens automatically and your customers and business are not affected by the possible consequences of this interruption. In other words, you will not experience a loss of turnover. In addition, your customer experience due to the payment step will not be negatively affected. 

Analyze Industry Best Payment Practices

Examining the payment practices and strategies used by successful businesses in your industry will help guide you. Case studies, research reports, and success stories for insights into effective payment strategy processes will help you decide what to include in your strategy. 

When doing this, make sure that the practices in question are compatible with your business model and goals. For example, if you are a business that receives payments via a subscription model, then you should definitely evaluate solutions such as card storage in terms of payment strategy. In addition, if you want to develop loyalty programs, closed-circuit wallet solutions will also strengthen your strategy. 

Craftgate offers its customers the opportunity to make easy payments without entering card information with its PCI DSS-1 compliant Card Storage solution offered to member businesses. In addition, it allows its customers to send points/gifts to their wallet accounts with its Closed Circuit Wallet solution.

Consider User Experience in Checkout Page Design

According to a study by PWC , 32% of users stop using their favorite brands because of a single bad experience and expect a smooth journey from beginning to end. As you might expect, one of the most important touchpoints in this journey is the payment step. According to another study by Baynmard Institute , 22% of users abandon the payment step without making a purchase. 

As you can see, prioritizing user experience (UX-UI) is vital for companies, including the payment process. The first steps you can take at this point are;

• Keeping the payment step short, 
• Eliminate distracting elements in the payment page design,
• design a simple payment page, 
• If there is a numeric field in the information entry fields (card number, CVV code, etc.), there are practices such as preventing information from being entered with letters in this section.  

However, the steps you can take are not limited to these. Therefore, for more detailed information on the subject , you can read the section titled “Shopping Cart and Checkout Steps Design” in our article titled Reduce Cart Abandonment Rate & Increase Conversion Rate | Part 1 . 

Conclusion

As you can see, there are many points to consider when developing a payment strategy. Therefore, beyond deciding which payment service provider you will work with to receive online payments, you need to look at these processes from a much broader perspective. 

For this reason, planning your strategy correctly from the first day you launch your operations will provide a great advantage for your business. However, if you are already receiving online payments, there are many steps you can take to maximize your payment process. Therefore, developing a good payment strategy is a process that a business should implement and implement at all times.