KEY TAKEAWAYS
- Podcasts can generate four times better brand recall than popular forms of digital advertising. An entertaining podcast can engage your community — especially when you invite interesting expert guests onto your show.
- Dedicate website space for case studies and customer quotes at conversion hotspots, because almost half of B2B buyers check reviews before a purchase.
- Host webinars to engage potential clients and partners on issues they care about. Use these conversations to dig even deeper into what your audience cares about.
B2B fintech content marketing can feel like a maze of topics and confusing publishing processes. It’s hard enough understanding finance systems, and even more so when you add jargon about technology and regulatory requirements.
This is where great content marketers like you come in. You make it easier for people to understand the problems your fintech can solve.
Here’s how three B2B fintech companies are producing content to do just this.
1. CurrencyCloud (Podcast)
CurrencyCloud, a UK-based global payments platform, offers podcasts and ebooks along with other educational resources. Their Payments Innovation Podcast covers international receivables and payments, financial innovation, and ecommerce.
CurrencyCloud ensures each episode is useful, by inviting globally-minded business and tech experts onto the show. It’s a place where business leaders can learn about the global digital economy, APIs, and payments technology.
The lesson for similar B2B fintech companies
Build your podcast around great guests. Podcasts can help generate four times better brand recall than other forms of digital advertising such as scroll, static, and pop-up ads.
2. Finicity (Case Studies)
Financial data aggregator Finicity has a dedicated page on its website full of customer stories. These case studies cover how technology and digitization can enable mortgage lending and accounting. Fintech copywriters have highlighted how Finicity has helped customers streamline their operations, manage costs and improve revenue.
They do this by following a proven case framework that covers four important themes:
- The customer’s problem
- The service provider’s solution
- The implementation of the solution
- The positive business outcomes.
Case studies are so effective: because they prove you’re a reliable business that gets results.
The lesson for similar B2B fintech companies
Dedicate space for your case studies and add compelling case study quotes near conversion hotspots on your website. Still need convincing? It’s estimated 45% of B2B customers check user reviews before making a purchase.
3. Finastra (Webinars)
In 2021, Finastra hosted numerous webinars for global financial institutions, community banks, and credit unions. These webinars covered compliance and fraud prevention, digital onboarding, identity verification, and lending experiences.
The lesson for similar B2B fintech companies
Host webinars to engage customers, prospects and partners on the issues they care about. Webinars are an avenue for fintech companies to explain company data the audience may find useful, and get instant feedback and ideas from key audiences.
The Content Marketing Mix
There’s no killer format, when it comes to content marketing. But B2B fintechs can draw on examples like those above to understand what is working and why it pays to diversify your content marketing program across different channels.
