- Use expert interviews to add credibility and shareability to payments content.
- Make customers the heroes of your content marketing output to build word-of-mouth.
- Pair experts and payments content writers to make more niche content for savvy audiences.
Three-quarters of people plan to continue managing most of their finances digitally, according to a 2020 study by fintech Plaid.
But trust in fintechs has a long way to go. Just 30 percent of consumers still trust banks and only 27 percent trust financial technology, according to McKinsey.
Many B2B fintech companies are choosing to build trust among potential customers through content marketing practices. But much of this content is delivered in a corporate voice — it’s single point-of-view (POV) content.
Pros and Cons: Single-Voice versus Interview-Based Content
Yes, a well-developed POV can help build a brand’s personality, authenticity, and individuality. Especially when it’s cooped with a distinctive tone of voice. Look at Afterpay, Klarna, Revolut and Grab — all fintech brands with a distinctive POV.
But does single POV content work as well in B2B fintech, especially in the complicated world of payments processing, payments technology, and cross-border commerce?
Here’s what paytech marketers think.
You Can Publish More Single POV Content, Faster
“[Single POV content] is faster to write,” said Leticia Resende, Global Marketing Manager at PrimeiroPay. “For marketers with a small content team [who] still want to keep a good pace of publication, they will need this type of content,” she said.
“Single view doesn’t always mean narrow-minded. You can do lots of research to make content more informative. Of course, readers need to look out for confirmation bias.”
Interviews May Slow Down Your Production Output
This is where interview-based content can be more valuable. “Interviews are more engaging because people relate to other people. It’s a simple fact,” said Resende.
“They are more informative and educational, since multiple sources, with different points of view can broaden a discussion,” she explained.
But the time investment for busy paytech marketing teams or solo content marketers can be significant. “Interviews, fact-checking, writing, and source approval — all of these take time. So, writers need to keep in mind that interviews will consume more time,” she said.
Interview-Based Content Goes Further On Social
But that time investment may be worthwhile if you can make it, according to Fit Small Business Payments and POS Content Marketer, Meaghan Brophy. “It takes time to build authority, expertise, and trust in the eyes of Google and readers. Using interview-based content with the viewpoints and commentary of known experts makes content immediately authoritative,” she said.
“The experts being interviewed are [also] likely to share the content, and other readers or experts may be more inclined to engage with the content or share it,” added Brophy.
Single POV Content May Be Less Useful For Sales
Samantha Avneri, Marketing Director at Regpack, believes interview-based content can also be useful for B2B sales teams.
“We work with different industries and that can be challenging to tailor our offering in an industry-specific way, versus general. [Interview-based content] allows us to have resources the sales team can pick and choose from to help nurture a sale, show value for them specifically, and provide referrals via our clients to prospective clients in a more passive way,” said Avneri.
Square’s Customers Are The Heroes of its Content Marketing
Look at how Square has grown using interesting stories about its small business customers. Square focuses on stories from business-owners across specific industries, to give their content a relatable, real feel.
By showing how it is invested in the success — and challenges — of its customers, Square is proving it can add value to customers’ businesses. It’s a powerful way of boosting word-of-mouth and awareness of their solutions, which include POS terminals and other payment methods.
Square is a prime example of how a payments company can depart from technical topics to produce interview-based stories that resonate with audiences long after they are first published.
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Working With In-House Experts and Paytech Content Writers
But it doesn’t have to be an either-or situation, for payments companies without the marketing resources and revenues of a company like Square. You can provide your audience with a blend of interview-based content and single point-of-view content.
“That requires subject matter experts within your staff who know what you’re doing with content creation. If you’re a payments company trying to create content without that, it will be pretty hard,” said Darcie Lamond, Director of Corporate Brand at Airbase.
Single POV content alone can become ‘old and boring’, said Lamond, adding that’s why payments companies need to bring in new voices and fresh points of view.
“At Airbase, we have the luxury of doing both. It’s about bringing in people who obviously have industry experience and have a background in the desired area, but also people who have a content and writing background and combining both their skills to create the strongest output possible,” she said.
Putting People at the Heart of Payments Marketing
Payments technology is becoming a crowded field. It’s getting fiercer by the minute, as ecommerce merchants and global businesses constantly seek out better ways to manage payment processing costs and international transfer fees. While single POV content may help build awareness when payments businesses are young, it soon becomes limited when industry segments grow and customers diversify.
When it comes down to it, stories with people in them will always win.