8 Steps to More Confident Fintech Content Marketing

Fintech content marketing teams face pressure to commission, approve, and distribute effective marketing content. But you can’t do that without the foundations for content effectiveness. The good news is it’s never too late to revisit the fundamentals.

Let’s look at eight areas for you to address.

1. Decide Your Content Team Structure

Content teams can become a fintech’s internal storytelling engine. They find topic angles, interview customers and experts, and publish useful content that aligns with buyer interests. They produce everything from blog posts, case studies, and eBooks, through to infographics, videos, and podcasts.

Many fintech content teams start off small. Sometimes with only one person. In these situations, content marketers may have hands-on involvement in content creation. And they are likely to need some outside support from experienced fintech copywriters, graphic designers, and other independent creatives.

Larger content teams tend to follow the make-up of a communications unit or small newsroom. They may have some combination of a managing editor and content strategist, with direct reports in content creation, social media, distribution, and analytics and reporting.

2. Assess Your Production Capacity

The capacity planning process is essentially workload management. Assign too much, and your team will struggle with content burnout. You will all have less time to maintain high content quality standards. Take a step back and:

  • Document your stakeholders in content production. Remember that marketing teams with a bigger headcount may not be able to produce more content.

  • Look at who creates content at your fintech. This may be fintech ghostwriters, copyeditors, fintech copywriters, graphic designers, or other outsourced content creators, like freelance financial services copywriters, illustrators, or copyeditors.

  • Assess your in-house experts. Yes, content is not their responsibility. But they may be able to work with ghostwriters or provide quotes for your interview-based content.

Above all, consider your team’s experience, knowledge, and workload when managing capacity.

3. Establish Your Production Processes

Content programs from the likes of Shopify, Square, and Wise have found success by telling stories that entertain, inform, and engage people.

For fintech content teams to serve buyer intent, they need documented processes that cover content creation, revision, and approvals. They also need frameworks and planning processes to help them scale production output, as the business grows. Think content strategies, content calendars, repurposing and distribution plans, and systems for briefing writers.

4. Focus On Depth and Consistency

Next, be realistic about what you can achieve at your fintech’s current stage. Seed stage companies can achieve much less than those who have just secured a sizable amount of Series C or D funding. You may need to explain these limitations to some ambitious founders — but stick to your guns.

At first, focus on content quality before you pursue a higher content output. Especially if some of your past content pieces have had little to no engagement. To adopt this approach:

  • Move away from rigid targets for X pieces a week or month.

  • Plan your topics and your angles for each topic.

  • Identify which formats best suit your topic angles.

  • Decide which topics and formats best suit single point-of-view content.

  • Look for opportunities to include external perspectives.

  • Produce content about specific customer pain points.

5. Decide Where to Distribute Content

You can distribute content through so many channels. Podcast platforms. LinkedIn. Youtube. Reddit. You might be tempted to try them all. But you then risk stretching yourself too thin. Not every fintech has the marketing resources of PayPal, Revolut, or Square.

For B2B fintech content, LinkedIn can be useful for building the profiles of your founders and executives. Fintechs such as Klarna and Varo Bank regularly post on LinkedIn. They are among the 80 percent of financial brands on LinkedIn. Most people on LinkedIn are there to network, learn, and do business. LinkedIn also has audience targeting tools to support B2B lead generation and sales. 

6. Engage Fintech Content Experts

What if the marketing team finds it hard to meet the demands of upcoming product launches and sales leaders? You might want to outsource some projects to B2B fintech writers. Yes, you may need to make the case for dedicated content contractor budget

Outsourcing content marketing to a dedicated writer can lend expertise to the subject matter. However, it can be difficult to find writers who understand the nitty-gritty of niche B2B fintech areas such as payment processing, core banking, or credit intermediation.

You’ll also need to make sure you have a clear process for briefing freelance content marketing writers, handling any revisions, and getting final drafts approved for publication. 

7. Refresh Older Content

Improving content quality can mean simply updating the content you already have. For example, pieces can be updated to reflect current financial trends, new high-intent keywords, or more authoritative insights and expert opinions. 

You can even update content to take on more compelling headlines and include more useful internal and external links for the reader. All of these show your audience you care enough to give them content that stays relevant. 

8. Repurpose Top Content

Repurposing is another useful way to squeeze each drop of value from your content production efforts.

Think about it. You have many different potential sources for repurposing.

  • Whitepapers and ebooks can be reworked into a series of articles
  • Conference presentations can become thought leadership pieces
  • Panel talks can be repurposed into reported coverage
  • Case studies can be cherry-picked for testimonials
  • Data can be converted into infographics.

The real value of repurposing content is how it allows you to reach audiences with different content preferences. Because not every potential technology buyer who’s willing to read a blog may be willing to go through an entire whitepaper too. 

Solid Fintech Content Cultures

Every fintech marketer wants to produce quality content that helps them to build up a young brand, while nurturing leads, and contributing to future sales. And as this small selection of tips shows, getting this right starts long before a word is written.

<span style="color:#000; font-size:16px;">Written by</span><br> Luke O'Neill
Written by
Luke O'Neill

Luke O’Neill is Genuine's founder. He is a writer and content strategist, who spends his days advising B2B fintech and financial services businesses. Luke's writing has appeared in The Wall Street Journal, Bloomberg, and The Irish Times.


You may also like

Here are five levers B2B fintech CMOs can pull to set up content programs for brand, demand, and reputational success.
Deep and deliberate work on content strategy might ruffle some feathers at first. But you'll be grateful for it later.
What is true ghostwriting? And how can fintech content marketers make it pay off for thought leadership?