Brilliant software and technology is only one step on the ladder to fintech growth. It’s also important to produce, promote, and distribute the right content.
But this remains a difficult task for marketing directors and content marketing managers. You need an ever-flowing source of fintech content ideas to make content marketing worth it. And you need to reach knowledgeable audiences, without being so obscure only product experts and industry die-hards will ‘get it’.
The right content can help fintech marketing teams to:
- Educate and explain. Whitepapers and long-form articles can give audiences detailed instructions for managing areas like financial software implementation and cross-border payments.
- Simplify complex topics. Infographics and podcasts can explain complex topics in a clear way that earns your buyers’ trust.
- Include outside perspectives. Interviews with executives, customers, and industry partners can glean coveted insights.
Let’s take a closer look at how you can do each of these things with these seven content ideas.
1. Publish Longform Blog Posts to Educate Your Buyers
Long-form content is a prime opportunity for fintech. Only about 15 percent of fintech blogs have at least one article of more than 2000 words. The lack of long-form content in fintech provides an opportunity to publish comprehensive content that brings in search traffic.
Long-form content can educate readers on the ins and outs of emerging subjects. Wealthsimple’s article about the new asset class of non-fungible tokens (NFTs) uses the format to explain NFTs, why they matter, and who they appeal to.
If you’re a content marketing manager in B2B fintech, you can use long-form content to cover niche subject matter such as payments infrastructure or embedded financial services.
Long-form works well for topics like this because buyers often have many questions and they need in-depth explanations.
2. Interview Your Customers and Write Case Studies
Happy customers are a huge asset to any brand. Whenever possible, create content explaining how your business helped your customers overcome frustrating problems.
Look at this Plaid case study about how online lending marketplace LendingTree turned to Plaid to help its users share their financial data with the company. Together, Plaid and LendingTree made it easier to originate loans and verify borrowers.
Plaid’s case study details how LendingTree users who connect their financial accounts with Plaid log on to LendingTree 60 percent more often. Has your fintech achieved great results for its customers too? If you said yes, then it might be time to turn some of those outcomes into a customer success story.
3. Ghostwrite Opinion Pieces with Executives
Data show 89 percent of people say thought leadership enhanced their perceptions of a company, while 49 percent say it influenced purchasing decisions. This is why opinion pieces can be so effective for content marketing managers and communications teams alike. They help your brand to drive conversations. You can show expertise, establish your brand as an authority, and create content that is timely and relevant.
Here’s a recent example. Abe Smith, the CEO of end-to-end financial agreement automation service Dealflo, shares views on fintech in China and what it may take for a foreign business looking to enter China.
Consider working with fintech ghostwriters if key executives are too busy to write opinion pieces themselves.
4. Turn In-Depth Research Into Useful Whitepapers
Whitepapers are another way to build thought leadership.
For example, credit scoring data firm CredoLab offers in-depth whitepapers that give audiences a full but jargon-free look at new updates in the credit scoring landscape.
For B2B fintech, make sure your whitepapers address a compelling business need from your target audience. For example, CredoLab explains how their alternative credit scoring solutions spur further financial inclusion and help extend loans to the unbanked and underbanked.
5. Interview Experts for Bite-Sized Podcast Episodes
Yes, it’s important to share the company’s expertise. But you should also consider sharing views from outside the company too. That could be your partners, customers, industry analysts, consultants, or well-known industry commentators.
Fintech writers and content marketing managers who interview outside sources can gain insights to power unique and advice-laden content. And here’s the bonus. The experts you interview are also likely to share your content across their network.
Morgan Stanley’s Thoughts on the Market podcast is one example. The podcast has a rotating cast of hosts with varying expertise, making it easier to cover a wide breadth of topics in a short time. The podcast has reportedly gained over 25,000 social media shares.
6. Create Eye-Catching Infographics
Written content is not the only game in town. Take a look at Paypal’s infographic exploring how consumer shopping habits changed during the COVID-19 pandemic.
The infographic shows show consumers are shopping online more than ever, at just a glance. The infographic even links out to the study its content is sourced from, offering readers a way to get more detailed explanations if they want it.
Infographics are well-suited to fintech because it’s rife with data. Infographics are also versatile. You can insert them into newsletters, articles, or publish them across social media.
Fintech infographics can make complex concepts like blockchain or decentralized finance digestible for the average person. Publishing infographics that succinctly explain high-level concepts will mark your business as a better communicator than many of your competitors.
7. Develop Interactive Calculators
Website price calculators, templates, or checklists are another kind of content to consider. The best calculators use clean layouts, jargon-free language that customers understand, and inspire trust between the business and the user. Wise readily provides a calculator on their site that lets users calculate how much a transaction will cost them.
Fintech Content Marketing is Getting Competitive
Whether you’re a content marketing manager tasked with growing leads, or a founder trying to attract investors and partners, fintech remains a competitive place. The global fintech market’s value is expected to reach $305 billion by 2025. Traditional banking companies are catching up with emerging technologies and mergers and acquisitions seem to be everywhere. Hopefully, these fintech content ideas will give your marketing efforts an edge.