Let’s talk about fintech copywriters.
When fintech companies get some Series A or B funding, they often start planning how they will publish educational content to help their ideal customers understand what they do.
Broadly, 53 percent of marketers consider content creation as one of their top priorities. Many fintech marketing managers are now leaning heavily on content. But they need reliable fintech copywriters to help them do this. But the truth is, these writers aren’t always easy to find.
Fintech is not like other parts of the tech industry. It comes with unique challenges such as:
- hard-to-understand subject matter
- potential customers’ fear of tech-driven change
- and a complex and fast-moving regulatory landscape.
There are lots of financial services copywriters out there who ‘get’ all of this, but you may need to look extra hard to find them. So here are the qualities fintech marketing managers should seek out, when looking for freelance fintech copywriters or their first in-house content writer.
1. A Portfolio of Fintech Copywriting Samples From Brands You Know and Respect
Check if they have worked with other fintech brands. Ask them to send you a portfolio with samples of their copywriting and content marketing writing projects that show an understanding of your fintech niche and your common customer problems.
Review the portfolio for different content formats that line up with your production needs. Some copywriters specialize only in case studies or ebooks, whitepapers, or blogs, so be sure you can find examples of the format you most need help with.
If you’re looking for a copywriter to help you with thought leadership ghostwriting, then check if their portfolio includes examples of earned media articles. Writing op-eds and guest posts is its own skill, and writers who have a background in delivering such work may be better placed to help your brand do so too.
2. Knowledge of Embedded Finance, B2B Payments, and Fintech-as-a-Service Developments
Look for a deeper understanding of fintech too. It’s an industry with many different sub-niches, from payments technology, through to spend management, and accounting technology. If you work in open banking, embedded finance, banking-as-a-service, or payment orchestration, then look for a writer that is savvy about the area that matters most to your business. Generalist writers may be only able to produce introductory content, which can hold little value to potential customers.
3. A Marketing Mindset that Understands Content Strategy and Complex Fintech Buyers’ Journeys
But sharp writing and industry knowledge are often not enough. You need writers who have marketing skills too. These writers will stand out, because they will be able to guide you on strategies to get the most out of your content marketing program.
Look out for writers who can advise you about:
- Unique topic angles
- Landing page copy
- CTA best practice
- Content repurposing
- Whitepaper promotion
Marketing-savvy writers will also know about buyer journeys, personas, and relevant research sources, so that you don’t have to spend time hand-holding them to deliver your copy.
4. Professionalism and a Problem-Solving Attitude
Above all, look for a good fit with you and your colleagues. Whether you’re seeking an in-house writer or a freelance content marketing writer, they need to be able to gel with you.
That means they’ll have good communication skills and respond to messages in a timely manner. They’ll raise concerns and suggestions where needed. And they will professionally interact with your peers and customers when doing case study interviews or liaising with your subject matter experts.
Importantly, they’ll know how and when to take initiative when problems arise. That could mean quickly coming up with alternative headlines, introductions, or entire new sections in content — or chasing down important sources for your product or legal team to review.
5. Empathy For Your Audience and Stakeholders
And then there is the copywriter’s fit with your audience.
Writers steeped in B2B fintech may not be able to write more conversationally for a consumer finance audience. Similarly, a writer who can write casually for a teenage consumer may sound too casual for a straight-shooting senior executive. Empathetic writers will use your audience’s language, instead of talking ‘at’ them.
It also pays for writers to be empathetic towards your internal stakeholders too. They should be able to learn what your company executives, subject matter experts, and marketing colleagues are dealing with.
Finding a Fintech Copywriter You Can Rely On
Good fintech copywriters will meet deadlines and manage their workloads and schedules so they can deliver various projects on time and on budget. They’ll also know how to handle revisions promptly and professionally.
As with all hiring and recruitment, you may need to make some compromises during your search. So here’s what we suggest are the top three traits to focus on, if you’ve got to make some tough decisions between potential writers.
- An ability to solve complex marketing problems with simple language.
- A grounding in your niche. And the samples and clients to prove it.
- A knack for connecting with your audience on their level.
Yes, it may be more costly to engage writers with this level of experience — but it pays to invest in those who can reach problem-aware and purchase-ready audiences. Especially in a wildly competitive industry like fintech.