It’s tough to produce the right content for fintech buyers. Especially if you’re the only content marketer in the company or part of a small and forever-busy team of startup marketers.
Yes, these environments are exciting and dynamic. But you’re typically under constant pressure to commission, approve and distribute quality marketing content. Often without the resources to do so.
That can be frustrating. Especially when you know content matters in B2B fintech, but your production efforts remain stuck in a ‘churn it out’ mode.
Whether you’re a B2B fintech writer, a financial services copywriter, or a marketing director, you’re not alone in keeping content quality top of mind.
94 percent of leading B2B content marketers measure content performance. — Content Marketing Institute.
Here are six ways to create a culture of quality content production at your B2B fintech that won’t add too much extra workload to your already-full to-do list.
1. Be Honest About Your Production Capacity
First, let’s get real. Managing workflow is a worry for 62 percent of companies, according to the World Federation of Advertising. More than 50 percent of companies also struggle with project prioritization.
Think about your bandwidth and your marketing colleagues’. The capacity planning process is essentially workload management. Assign too much and your team 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. And keep in mind that marketing teams with a bigger headcount may be able to produce more content.
- Look at who creates content at your fintech. This may be fintech writers, copyeditors, fintech copywriters, graphic designers, and even outsourced content creators, like freelance financial services copywriters, illustrators, or ghostwriters.
- Assess your inhouse 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.
2. Focus On Quality Before Quantity (At the Start)
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 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.
For example, many people see insurance as a boring or complex area. Canadian online investment management service WealthSimple may have had this common objection top of mind when it produced A Totally Not Boring Guide to Life Insurance. The magazine feature is a good example of spending more time on the right ideas — to execute them better.
3. Be Picky About Distributing Your Content
You can distribute content through so many channels. Podcast platforms. LinkedIn. Youtube. Twitter. 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.
4. Explore Outsourcing Some Content Production
“Let’s go viral by the end of Q4!” Yes, it can be fun to make grand plans. But be sure your team has the capacity to deliver on realistic targets.
You might want to outsource some projects to B2B fintech writers, if your resources can’t handle your fintech content marketing goals. Yes, you may need to make the case for more content production budget.
Outsourcing content marketing to a dedicated writer can lend expertise to the subject matter. But it can be difficult to find writers who understand the nitty-gritty of niche B2B fintech areas, such as payment processing, ecommerce technology, and open banking.
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.
5. Stay Evergreen by Updating Your Old 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.
6. Repurpose Your Content Across Formats
We’ve talked about creating new content, We’ve just talked about updating your existing content, So now let’s talk about repurposing — another useful way to squeeze more value from your content production efforts, that can also boost the overall quality of your output.
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
- Listicles 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.
Quality Fintech Content Is In Your Hands
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, you don’t only have to rely on producing net-new content to do this.