- True ghostwriting goes beyond putting your expert’s name on another writer’s content.
- Strive for excellence — but accept perfectionism is the enemy of content production.
- Be real. People dislike big words and jargon. They value you being helpful and insightful.
Fintech just keeps growing.
Overall venture capital investment into fintech doubled in the latter half of 2020 alone and looks likely to remain strong for the rest of 2021, according to KPMG. COVID-19 has proven to be a catalyst for many fintech companies, with demand for digital financial services rising as lockdowns and restrictions persist.
With fewer opportunities for us all to meet in person, content has become an imperfect stand-in for fintech companies looking to forge stronger relationships than the competition.
B2B fintechs need inspiring stories to connect with audiences on an emotional level and break down complex, technical topics into something people can understand. Many are turning to in-house or freelance ghostwriters to write long-form articles or whitepapers to feed an increasingly hungry content program.
Here’s how B2B fintechs can work well with ghostwriters to create impactful content.
1. Know The Risks of This Common Ghostwriting Approach
Ghostwriters can’t produce standout content without a partnership with the business they’re writing for — especially in a field as technical as fintech.
Some companies approach ghostwriting as follows. They engage a writer. They work through the draft and finalize the revisions. And then they publish the article with an internal expert’s byline on it. This is OK sometimes.
But in a world where content is now replacing in-person networking events and traditional sales conversations, it also has some problems. Namely, your expert must be knowledgeable about the content with their name on it. It won’t be a good look for the company if they are stumped by a potential customer’s question about an article they apparently ‘wrote’.
True ghostwritten content prevents this scenario. That’s because it nvolves partnering writers with a subject matter expert to advise them on customer realities, their own unique insights, and their own ‘voice’. It doesn’t matter whether you’re a digital payment platform, digital-only bank, or fintech-as-a-service business — it’s this approach that yields better content outcomes.
2. Set A Publishing Deadline To Stay On Track
Fintech is a fast-paced industry — blink and you could miss out on the latest regulation change, merger, or bank-fintech partnership. In just the past year alone, firms in digital asset exchanges, payments, savings, and wealth management reported growth in transaction numbers and volumes of 13 percent and 11 percent, respectively.
B2B fintech content production needs to move quickly to remain relevant in this kind os landscape. So be sure to set deadlines for first drafts, completing revisions, pitching to any outside publications, and eventually distributing it to your audience. Setting clear deadlines is a useful way to empower both writers and marketing managers to press internal experts for information, input, and feedback, especially if the expert is more senior in business.
3. Leave The Sales Talk to Sales
People only read content because they think it might be interesting. That’s it. Focus on creating content that will help readers out. Ghostwriting is tied to thought leadership and the most helpful form of thought leadership is the kind that creates a change, however small, in the reader. Changes like:
- Becoming informed of an industry problem or solution
- Changing their perspective on an industry ‘sacred cow’
- Discovering evidence about strategies that work or fail.
When readers encounter ghostwritten content that clearly shows your experts know what they’re talking about, they will mark you as a credible authority they’ll want to hear from again.
4. Limit Your Experts’ Revisions
Of all of the B2B fintech content creation disciplines, ghostwriting is most prone to bottlenecks around revisions. This is why so many companies choose the ghostwriting ‘lite’ approach mentioned at the top — true ghostwriting can become a tussle, come revisions time. It doesn’t have to be, when you set out that clear deadline along with a repeatable process for managing expert revisions. Because pretty much all content will need revisions, especially if a piece is highly technical. By putting a cap on revision rounds, content marketers, ghostwriters, and experts can get the content done and dusted.
How To Revise Your B2B Fintech Writer’s Draft
When revising, you can save ghostwriters and internal reviewers time by deciding early on what to prioritize when editing copy. Thomas Publishing Company offers these tips:
- Check if writers and experts cover key points
It may help to reread the draft article while looking at the original content marketing brief, just to make sure the key messages come across.
- Cut out needless words
Look out for redundant sentences or paragraphs littered with your expert’s jargon. You writer should have caught most of these – but double-check.
- Put clarity, above being clever
Yes, fintech has lots of technical terms and concepts. But simplicity still goes a long way — even if you’re writing to an audience of developers. If you need to use some complex ideas, explain them simply.
Above all, re-read the drafts from the audience’s perspective and ask yourself whether they will understand it.
5. Formatting Matters So Make Content Easy to Read
Again, content is pointless if readers will only end up more dazed and confused after reading it. That’s why formatting is another useful way to make content more engaging.
- Use visuals. Break up chunks of text with bullet points, subheadings, or visuals like infographics. For example, a paytech company could add a simple chart to show ecommerce merchants which payment methods shoppers in different countries prefer.
- Include CTAs. Don’t leave readers hanging once they’ve finished reading — have a short sentence or paragraph at the end telling readers what it is they can do, and give them the appropriate tools to do so whenever possible.
Is It Time to Grow With Ghostwriting?
So why not ask your writer to team up with your company’s subject matter experts — the people who will own the byline. Give them time to understand each others’ style, voice, and opinions.
Because thought-provoking ghostwritten content draws on journalistic reportage, interviewing, and storytelling. It’s a place where you can go beyond cold statistics to connect with readers’ emotions, by taking a stance on industry topics.
This is often where the magic happens.