Table of Contents
Last Updated on April 5, 2022 by admin
It’s no secret that the pandemic has changed the way we do business. In the banking and payments space, everything moved to digital, forcing traditional financial institutions and providers to embrace digital alternatives and digital transformation.
The shift to digital banking and payments is likely to stick. A Plaid/Harris survey reports that almost three-quarters (73%) of Americans consider fintech solutions to be the “new normal” and more than two-thirds (67%) say they plan on using these solutions after the pandemic.
While the last two years saw a rapid increase in the adoption of global solutions, there have been some secondary impacts to that, too. While fintech embraces disruption, it’s a little different when it comes to marketing. Several fintech content marketing disruptions have emerged that will change the way organizations reach intended audiences both in the near and long term.
Identifying these disruptions can help fintechs adjust and adapt marketing strategies to be the most effective and efficient ways to reach key audiences.
Priorities Have Changed
The first fintech content marketing disruption is the change to priorities – something that is especially pronounced along generational lines. Gen Z – a segment that accounts for an increasing number of banking customers as the fastest-growing consumer group – hold different priorities than their older counterparts when it comes to financial service providers.
For this group, trust and security rank at the top of the list. What does that mean? Unfortunately, it means Gen Z is less likely than Baby Boomers to completely trust financial service providers. Just 38% of Gen Z report they “completely trust” financial service providers, compared to 47% of Baby Boomers.
What this means for fintech content marketing
This means fintechs must also shift their priorities to focus on trust and security – something that may already be in short supply. Fintechs are dealing in the business of offering brand new solutions to problems that some may not even realize exist. Building trust and credibility among prospects, then, starts with educating them on what is being provided and how it solves their problems.
From there, it’s also critical to build a credible brand and foster trust-based relationships with an audience. Humanized storytelling can be highly effective at building relationships with an audience while also providing helpful information. Younger generations are looking for more experiences and interactivity than older generations, so offering tools, calculators, and other helpful products for free can help bridge the trust gap while also educating your audience.
Digital Experiences & Loyalty are Tightly Coupled
While the shift to digital has accelerated – it has also created a need for more personalization. Digital channels make it extraordinarily easy for both businesses and consumers to shift gears – and switch providers. According to the Salesforce State of the Connected Customer Report, “80% of customers now consider the experience a company provides to be as important as its products and services.”
What’s more, 68% of customers expect that brands demonstrate empathy, while just 37% say that brands generally do demonstrate empathy. The disconnect could be costing fintechs customers. As we trudge into this new era of digital-first experiences, it will become increasingly important for fintechs to harness the ability to replicate in-person experiences – and feelings – through digital channels in order to keep customers happy.
What this means for fintech content marketing
Prospects are expecting authenticity and empathy across the board. Most marketers underestimate the importance of emotional connection when it comes to selling – especially in the B2B space. But it’s necessary, especially for fintechs that already face trust, credibility, and education obstacles.
Leverage audience personas to ensure that you’re speaking to the right audience and that you’re addressing all of the questions and needs. Providing helpful information in a down-to-earth (read: not salesy) way is an act of empathy – and one that goes a long way in building trust in your brand.
For B2B, relying on providing more human-like experiences and embracing a tone and voice that is less authoritative and more helpful can be game-changing. The key is to connect with your audience on every level rather than inundating it with what you think is important.
Human Experiences are Scarce
With the expansion of digital services, having an experience with a live human has become more scarce. While this isn’t necessarily a bad thing, it does mean that human interactions may be valued that much more. With human experiences becoming increasingly precious, the onus is on fintechs and other organizations to make them count. Whether through in-person meetings or larger conferences, the content presented must be exceptional to rise to the occasion.
On the flip side, digital experiences must also stand out. As competitors flood the digital world with content and the market becomes much noisier, fintechs will need to create unique, personalized, worthwhile experiences that cater to their audience’s unique needs.
What this means for fintech content marketing
Understanding the content that’s currently in the marketplace – especially what your competitors are doing – will be integral to building an effective fintech content marketing strategy. Consider doing a fintech marketing competitive analysis to get a holistic perspective that can inform your own content marketing approach.
Focus on the needs of your audience and determine the most tailored, personalized ways to deliver that. With content marketing, that means understanding who you’re talking to and what they want – then providing it at the right time and in the right way.
Looking for more specific information on how to respond to emerging fintech content marketing disruptions? Download our free ebook: The Fintech Customer Acquisition Playbook or contact us for a free consultation.
