As the fintech revolution continues, startups are continually seeking ways to increase brand awareness and reach customers. An effective content marketing can prove to be an ideal way for fintech companies to achieve these goals. While developing and releasing the best possible product should always be a startup’s primary goal, it’s also necessary to market a product correctly in order to attract users.
While the type of content that a fintech company offers will be specific to its services, in general it will need to provide the kind of information—and even entertainment—that customers expect from a financial services brand. That’s why fintech entrepreneurs seeking to design effective content marketing strategies should keep the following tips in mind:
Consumers use fintech products for a wide range of tasks. Some products help them with budgeting, while others allow them to invest in the stock market. Some allow business owners to more easily pay employees and vendors. These are merely a few examples of the various needs that these types of products may serve.
While these fintech products may all be different, they do share one factor in common, aside from being related to financial tasks: they’re all practical. A fintech app designed to help with budgeting doesn’t serve the same needs as a gaming app.
Thus, content should be developed accordingly. Fintech content marketing is often most successful when it involves providing users with tips and information related to a product’s primary purpose. For instance, content marketing used for a budgeting app could provide users with tips for saving money. It’s simply the kind of information that such a product’s target audience would find useful.
Fintech companies can modify this approach to suit their customers’ needs. For instance, an investing app’s content could feature investing tips. The main point to remember is that the content must be genuinely valuable to a user.
When designing a content marketing campaign, maintaining a focus on a single type of content will limit a campaign’s potential to deliver strong results. While a blog may be an effective means of delivering content, it’s not the only one available. Using several channels and formats will enable brands to reach numerous customers more easily.
For instance, experts predict that video content will become increasingly popular in the coming years to the point that it is expected to account for approximately 80% of all web traffic this year. While text-based content should not be overlooked, video content should also play a role in a marketing strategy.
Brands should consider how they can offer their content through multiple channels, as well. A fintech app may have video content that’s accessible both through the app and a YouTube channel, as well as blog content available via its website. Other exclusive content may be accessible only to email list subscribers. Casting a wide net will help fintech companies to find more customers.
Submitting Guest Content
Again, content marketing enables new fintech startups to attract customers. However, this can be a slow process. Companies need to hope that their content shows up in relevant online searches in order for potential users to find it. They must also bet on the possibility that people who do find their content share it with their friends and family in order to increase the size of the audience.
There are ways to speed up content discovery. Submitting guest blogs and videos to related publications will enable fintech startups to reach a large number of people in the early stages of their marketing efforts.
This strategy doesn’t merely help startups to reach more potential customers. It also enables them to establish their brands as authorities. An article published on the blog of a new fintech startup that does not yet have many customers will seem less authoritative than the same blog published in Forbes.
Conducting Research and Tracking Progress
As with all content marketing, a strategy is more likely to be successful if it’s rooted in proper research and vigilant monitoring. After defining their target customer, fintech companies should research what types of content such people tend to find engaging in order to determine the channels and formats on which they should focus most of their efforts.
It’s also necessary to track a campaign’s performance. Monitoring a content marketing campaign proactively will enable a company to determine which tactics are most effective, and which are not delivering the expected results. As a result, they can adjust their campaigns accordingly in the future.
That’s perhaps the most important point to remember when planning and implementing a fintech content marketing campaign. Simply launching a campaign and letting it play out without making any changes isn’t advisable. In order to truly succeed, fintech companies must be flexible and make necessary changes to their campaigns in order to learn more about what will work best to enable them to reach their goals.