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Marketers can and will prioritize fintech content writing when they understand how much it can impact revenue. Most simply view content as something companies do to do. It’s usually underestimated as a revenue-driving tool, and that underestimation tends to show in the final product.
So, first and foremost, great fintech content writing requires a shift in attitude. And a strategy.
But a standout content strategy isn’t just something to check off a to-do list. You need to thoughtfully create information and experiences that move your audience to action. Crafting content that resonates, educates, and converts is no small feat. Let’s delve into how you can elevate your fintech content writing to not just participate in the conversation but lead it.
What Makes Good Content Writing, Period
Good content writing does not happen by accident; it’s a deliberate, strategic process that involves understanding your audience, delivering value, and engaging readers with a compelling narrative. Great content should be relevant and functional to the reader—whether it’s solving a problem, providing insights, or educating on a new trend. The language must be clear and concise (skip the jargon).
The results of great content writing are tangible: increased engagement, higher search engine rankings, and an uptick in conversions. Key Performance Indicators (KPIs) like page views, time on page, and conversion rates are direct reflections of content effectiveness. Quality content writing is directly tied to revenue, as it nurtures leads through the sales funnel, from awareness to decision.
One more time for the folks in back: great content can boost revenue.
Why Fintech Has a Hard Time With Content
Despite the clear benefits, fintech companies often struggle to produce effective content. Small teams with limited resources can find it challenging to prioritize content creation. The pool of writers who possess both writing prowess and a deep understanding of fintech is surprisingly small, so talent acquisition is tough. Fintechs also get caught up in the wrong attitudes: a lack of focus on marketing, underestimating the role of content in customer acquisition, and hiring writers without the necessary fintech expertise. These all lead to content that misses the mark.
Four Ways Great Fintech Content Writing Can Help You Beat the Competition
Great fintech content writing is a competitive advantage. It’s not just about informing; it’s about engaging, building trust, and establishing your brand as a thought leader in the fintech space. Content that highlights differentiators in a way that resonates with your audience can move mountains. Here are four ways to crush the competition with content:
1. Fintech Content Writing Should Educate and Empower
Chances are, few know or trust your organization, comparatively speaking. That’s something you need to earn, and content is your way of earning it. How? By Providing educational content that empowers your audience to make informed decisions. This content positions your fintech as a trusted advisor. Use case studies, how-to guides, and explainer videos to demystify complex financial technologies and showcase your product’s value.
Equip your audience with the understanding and tools they need to make informed purchasing decisions. Acknowledge that the world of fintech solutions can be complex and daunting. Perhaps point to your solution as a beacon of clarity and simplicity. This approach requires a shift from self-centric marketing to customer-centric storytelling, where the customer’s needs, questions, and challenges become the focal point of your content strategy.
Key Performance Indicators (KPIs) to Measure Success
Measuring the success of your educational content involves tracking specific KPIs that reflect engagement, understanding, and action. These might include:
- Engagement Metrics: Track likes, shares, comments, and time spent on page to gauge how engaging your content is.
- Conversion Rates: Monitor how many readers take a desired action after consuming your content, such as signing up for a webinar, downloading a whitepaper, or requesting a demo. This measures the effectiveness of your content in moving prospects through the sales funnel.
- Feedback and Surveys: Direct feedback from your audience can provide invaluable insights into how your content is helping them. Regular surveys can help you understand if your educational efforts are hitting the mark.
Actionable Tips for Educating and Empowering in Fintech Content Writing
Identify Your Audience’s Pain Points: Start by deeply understanding the challenges and questions your target audience faces. Use customer feedback, online forums, and keyword research to identify the topics that matter most to them.
Create Multiple Content Formats: Different people learn in different ways. Some may prefer reading in-depth articles, while others might find video tutorials more engaging. Offer a mix of formats like blogs, infographics, podcasts, and webinars to cater to diverse preferences.
Use Clear and Accessible Language: The goal of educational content is to demystify fintech, not to overwhelm your audience with jargon. Use simple language and concrete examples to explain complex concepts.
Incorporate Storytelling: People relate to stories more than dry facts. Share customer success stories, historical anecdotes, or hypothetical scenarios that illustrate your points in an engaging and relatable way.
Leverage Expert Insights: Collaborate with industry experts, either from within your company or outside, to lend credibility to your content. Expert quotes, guest posts, and co-hosted webinars can enhance the value and authority of your educational materials.
Make It Interactive: Engage your audience with quizzes, calculators, or interactive guides that allow them to apply what they’ve learned. Interactive content not only reinforces learning but also increases engagement.
Continuously Update and Improve: The fintech landscape is constantly evolving, and so should your content. Regularly review and update your materials to ensure they remain accurate, relevant, and effective.
Elevate your fintech content writing to be more than just a marketing tool—transform it into a valuable resource that builds trust, loyalty, and engagement.
2. Leverage SEO to Get Found
SEO for fintech content writing involves a mix of keyword research, on-page optimization, and understanding user intent. Keywords are the terms and phrases that potential customers use when searching for financial services or information online. Remember: the fintech industry often deals with complex, niche subjects that require more than just basic keyword stuffing. It’s about context, relevance, and providing answers to the questions your audience is asking.
Tailor your content to answer the questions your potential customers are asking. Utilize SEO best practices to ensure your content ranks highly in search engine results for those queries. Being the first source they find not only boosts visibility but also credibility. And check out additional tips in the video below:
KPIs to Measure the Success of SEO
- Organic Traffic: The number of visitors coming to your website from unpaid search results. An increase in organic traffic indicates your SEO efforts are paying off.
- Keyword Rankings: Where your website falls in search engine results pages (SERPs) for specific keywords. Higher rankings = more visibility and traffic.
- Click-Through Rate (CTR): How many users click on your website’s link after seeing it in the search results. A higher CTR suggests your page titles and meta descriptions are compelling and relevant.
- Conversion Rate: Of the traffic that SEO brings in, how much of it is converting into desired actions (e.g., signing up for a newsletter, making an inquiry, or downloading a whitepaper)? In other words, what is the quality of your organic traffic?
Actionable Tips for SEO in Fintech Content Writing
Conduct Comprehensive Keyword Research: Use tools like Google Keyword Planner, SEMrush, or Ahrefs to find keywords that are relevant to your fintech offerings. Don’t skip long-tail keywords. These longer, more specific phrases are often the ones searchers use when they’re closer to making a decision.
Optimize On-Page Elements: Ensure that your content includes keywords in strategic places such as the title tag, meta description, headings, and throughout the body text. However, maintain a natural flow and don’t sacrifice readability for the sake of keyword density.
Create Quality Content That Matches Search Intent: Google prioritizes content that best answers its users’ queries. This means creating in-depth, informative content that addresses your audience’s questions, challenges, and pain points. Whether it’s a blog post, a how-to guide, or an industry report, make sure it provides value.
Improve User Experience (UX): Google’s algorithms increasingly prioritize websites that offer a good user experience. That means you need fast loading times, mobile responsiveness, and sensible navigation. A website that’s a pleasure to use is more likely to retain visitors and perform better in search rankings.
Earn Backlinks: Backlinks, or links from other websites to yours, are a critical ranking factor in SEO. They act as endorsements of your content’s quality and relevance. You can earn backlinks by creating compelling content that others want to cite, engaging in guest blogging, and through strategic partnerships with other websites.
Stop throwing information into the void. Make sure it lands in front of the right eyes by using strategic SEO practices. Yes, SEO is a long-term game, and success doesn’t happen overnight. But with consistency, quality, and the right performance metrics, your content can drive engagement, conversions, and ultimately, business growth.
3. Personalize the Experience
Personalizing content can significantly impact how potential customers perceive and interact with your brand. Personalization in fintech content writing involves using data and insights to tailor your messages and offerings to meet the unique needs of different segments of your audience. This could mean creating content that addresses specific financial goals, challenges, or preferences.
Use data to personalize content for different buckets of your audience. Customized content demonstrates an understanding of specific customer needs and challenges, fostering a deeper connection and encouraging engagement.
KPIs to Measure Personalization Success
- Engagement Rate: Measures how actively involved with your content your audience is. People engage with (like, share, and comment on) content they like.
- Conversion Rate: Tracks how many of the individuals who interacted with your personalized content completed a desired action, such as subscribing to a newsletter or requesting a demo. A high conversion rate suggests that personalization is effectively driving behavior.
- Segment-Specific Metrics: Analyze performance metrics like open rates for emails, click-through rates for targeted campaigns, and time spent on pages with personalized content for specific audience segments. Improvement in these metrics can signal successful personalization.
Actionable Tips for Effective Personalization in Fintech Content Writing
Tap Into Data Analytics: Leverage data analytics tools to gain insights into your audience’s behavior, preferences, and financial goals. This data can help you segment your audience and tailor your content to match their specific needs.
Fine-Tune Buyer Personas: Develop detailed buyer personas that represent different segments of your target audience. Include demographic information, financial goals, pain points, and preferences. Use these personas to guide your content creation process, ensuring that each piece speaks directly to the interests of each segment. More tips on this in the video below:
Customize Content Across Channels: Personalize your fintech content across all channels, from your website to your email campaigns. For instance, use dynamic content on your website that changes based on the visitor’s past interactions with your brand. In email marketing, personalize subject lines and content based on the recipient’s previous actions and interests.
Use AI and Machine Learning: Implement AI and machine learning technologies to automate and scale your personalization efforts. These tools can analyze vast amounts of data in real-time, enabling you to deliver highly personalized content to individuals at the right time and through the right channel.
Gather and Act on Feedback: Regularly solicit feedback from your audience to understand how well your personalization efforts are meeting their needs. Use surveys, feedback forms, and social media interactions to gather insights and continuously refine your approach to personalization.
Personalization should be a cornerstone of your fintech content writing strategy. A tailored, engaging experience means you create more meaningful connections with your audience. These relationships drive engagement, loyalty, and conversions.
4. Fintech Content Writing Should Highlight Customer Success
Customer success stories offer tangible proof that your fintech solution does what it says it will do. These narratives also help potential customers visualize the benefits of your product or service in action, making your value proposition more relatable and compelling. Hear it explained another way below:
Share stories of how your fintech solution has helped customers achieve their goals. Success stories and testimonials are powerful tools that provide social proof, reassuring potential customers that your solution works.
KPIs to Measure the Impact of Customer Success Stories
To gauge the effectiveness of your customer success content, consider the following KPIs:
- Engagement Rate: Track how much interaction (likes, shares, comments) your customer success stories receive on your blog, social media, or email newsletters. High engagement rates indicate that your audience finds these stories valuable and relatable.
- Lead Generation: Measure the number of leads generated from content featuring customer success stories. A spike in leads following the release of such content suggests that these narratives are compelling and motivating action.
- Conversion Rate: Monitor how many of the leads generated by customer success stories convert into paying customers. High conversion rates can demonstrate the persuasive power of showcasing real-world applications and outcomes.
Actionable Tips for Showcasing Unique Customer Success Stories in Fintech Content Writing
Choose Relatable and Diverse Examples: Select success stories that reflect a range of customer profiles, challenges, and solutions. This diversity ensures that different segments of your target audience can find stories that resonate with them. For example, a fintech serving both individual investors and institutional clients should feature success stories from both groups.
Focus on the Problem-Solution-Benefit Framework: Structure your customer success stories around the challenges your customers faced, the solutions your fintech provided, and the benefits realized as a result. This clear narrative framework helps readers understand the context and impact of your solution.
Incorporate Data and Visuals: Enhance your success stories with data and visuals that quantify the benefits of your solution. Infographics, charts, and before-and-after comparisons can make the outcomes more tangible and credible.
Leverage Multiple Content Formats: Beyond written case studies, consider producing video testimonials, podcast episodes, and social media posts featuring your successful customers. Different formats can appeal to different audience preferences and expand the reach of your success stories.
Encourage Social Sharing: Make it easy for readers to share your success stories by including social sharing buttons and crafting shareable snippets. Encouraging your featured customers to share their stories on their own networks can also amplify your content’s reach.
Optimize for Search: Include relevant keywords in your success stories to ensure they’re discoverable by potential customers searching for solutions to similar problems. SEO optimization can increase the visibility of your success stories in search engine results.
Use customer success stories to build trust, demonstrate the real-world impact of your solutions, and engage potential customers in a meaningful way.
Fintech Content Writing Shouldn’t Suck
It’s time to take your fintech content writing to the next level. Your audience deserves customer-centric insights, tools, and ideas that excite and inspire them. This means improving fintech content writing and using the right content strategy.
The only way to “rise above the noise” is to create content that doesn’t suck. Then, you can capture attention and win business in an increasingly crowded market. Create strong content – then share it in a way that connects, convinces, and converts.
More Tools To Perfect Your Fintech Content Writing
If you found this article helpful, check out some of our other fintech content writing resources below:
- Fintech Demand Generation Playbook
- Fintech Customer Acquisition Playbook
- Knowing When to Hire a Fintech Content Marketing Agency
- B2B Fintech Lead Generation & Marketing During a Recession
- Fintech Marketing Playbook
- Payments Thought Leadership Playbook
- The Financial Marketer’s Guide to Content Marketing
