Almost 90 percent of content marketers used blog posts in their content creation strategy in 2020, according to research from Hubspot.
Blogs are often the first focus of a fintech’s content marketing efforts. With great financial services copywriting, blogs can distill complex technical topics for non-technical readers. From Stripe to Venmo, prominent fintechs update their blogs constantly because they know how important they can be as part of a wider strategy of B2B thought leadership.
But constantly producing brand new content can be a challenge, especially if you work for a B2B fintech with limited marketing resources. There’s another approach you can take, that is often just as – if note more – effective.
We’re talking about updating your existing content.
Why You Should Update (Some) Old Blog Posts
Doing so can help your B2B fintech improve your thought leadership, without having to invest in new content production. You’re 20 percent more likely to report strong content marketing results when you update past content, according to Orbit Media’s recent annual blogger survey.
Here are six ways to do this, that are designed for B2B fintech copywriters, fintech content marketing leaders who work alone, and small B2B fintech marketing teams.
1. Base Your Updates on Blog Post Performance
Update only your best blog posts.
- Check your analytics to see how your articles are performing in search.
- Find out which ones connected with readers and which ones were ignored.
- You may even want to consider deleting any low performers.
Once you’ve chosen which articles to update, it’s time to take a closer look at each individual article.
2. Update Stats, Quotes and Trends
Make sure your blogs reflect current financial trends and regulations.
For example, an article from a few years ago may have painted e-wallets as a novelty. But now you might need to ask your go-to financial services copywriter to update the article to consider the rise in demand for new products and services during the pandemic.
Similarly, your in-house or freelance fintech copywriters should take into account developments like increasing demand for digital payments or new rules around compliance or regulation.
3. Update Your Conversion Points
Specifically, consider whether you should update your:
- Calls-to-action. The actions readers want to take may have changed. Be sure your CTA is relevant to their goals and yours. Whether that’s getting up to speed on industry analysis, hearing stories from their peers, or getting ready to buy financial technology.
- Buttons. If you’ve got a CTA button be sure it still leads to relevant pages.
- Forms. Blogs aren’t only about fintech thought leadership. They can be an effective way to drive traffic to other parts of your website. They can even help generate leads. Make sure to review any lead generation forms like newsletter sign-ups, demo requests, or whitepaper downloads.
When updating your blog posts, keep in mind that the goal should be to help the audience.
4. Tighten Your Headlines and Headings
Here’s something that’s well known in the world of financial services copywriting: great headlines get people to read your articles. Try to:
- Keep headlines tight. The maximum character count for an article indexed by Google runs between 65 and 80 characters.
- Add H2/H3 subheadings. Google uses headings to scan for relevant keywords, which means updated H2/H3 subheads have a better shot of ranking highly.
- Use square brackets. Outbrain has found that parentheses and brackets drive readers’ curiosity, with a 33 percent increase in average post views when using brackets in the title. You can use brackets to call out your audiences by name or point to a specific benefit they’ll get from reading the article.
- Use numbers. People love lists. Would any of your existing articles work better in a list format? By using numbers in your headlines, you can pique reader curiosity.
Tweaking headlines can support broader efforts to rank posts higher in Google search engine result pages (SERPs) too. Just make sure that your articles deliver on the promises they make in their headlines — otherwise your readers will quickly click away.
5. Update Blog Posts’ Links
Where else can you add value to existing blog content? Through links. Linking to your other relevant content is a smart way to show your blog’s expertise and improve credibility.
Updating Your Internal Links
Whenever updating internal links, make sure your anchor text lets readers know what the link will direct them to. Your anchor text is also a good place to put keywords people use when searching for this topic. Be sure to check all your links still lead somewhere too. If you find any broken links, change them.
Updating Your External Links
External links, on the other hand, are a way to connect your readers to other educational and informative resources. It shows empathy for your customers, a little bit of brand humility, and that you’re about helping them out above all else.
6. Format Blog Posts for Easier Reading
Reviewing your fintech’s older articles also gives you a chance to make things easier to read. Think about how people read your content on different devices, different platforms, and different-sized screens. You can improve the formatting of old articles with:
- Snippet-friendly content: Snippets are the little feature boxes you see at the top of a Google SERP. Often, they’re a numbered list of tips that Google has pulled right from the article itself. Look at ways to format your content to make it more snippet-friendly.
- Bullet points: Break up reams of text with bullet points, to improve the article’s flow. This is especially useful for long-form content.
- Expert quotes: Adding expert quotes to existing content is a proven way to boost the article’s credibility. Look at ways to present expert insights clearly, by using style features like drop quotes.
- Tables: These are especially useful for review articles or comparison guides. For example, your fintech might integrate with a range of different competing software, like cloud accounting platforms, SME banks, or ecommerce platforms. Use tables to quickly show your readers the key points of difference, or to highlights pros and cons.
- Graphics: Maybe you’ve produced relevant graphics since you first published the article. This would be a good time to add them to relevant sections of the article.
- Screenshots: Or consider using screenshots, to highlight charts, tables, or graphics from third-party research sources.
- Images: Swap old stock imagery for your own photos if you can. Consider adding headshots or your interviewees or pictures of your customers.
This may seem like a lot of work, but you’ll be surprised by some of the positive results it can deliver.
Creating Compounding Interest for B2B Fintech Blogs
Yes, updating your existing fintech blog posts may draw new readers and potential customers to your business. But it can also show existing customers that you care enough about them to give them information that stays relevant as time goes by. So the next time you’re feeling the pressure to publish brand new content, take a breath and think about how you can make the content you’ve already published work even harder.