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Last Updated on August 21, 2023 by admin
You’re looking for ways to accelerate business results and content marketing is (or should be!) part of your integrated marketing strategy to get there. So what are some unique content marketing strategies for fintechs to shorten the path from Point A to amazing results?
Traditional marketing strategies certainly have their place, but as technology enables more targeted strategies, fintechs should look to new ways to connect with potential customers. We’ll look at 10 novel ways you can use content marketing to connect to, engage with, and acquire new customers.
1. Interactive Tools
Interactive tools like calculators or simulators boost engagement with customers while also adding value. Yes, interactive tools are a long-standing elements of the content marketing toolbox. But the truth is, not a lot of fintechs use this powerful strategy to offer personalized experiences.
Interactive tools are more than just calculators. Consider how the following might fit in your content marketing strategy:
- Interactive resource hub that allows people to drill down to content by their role, vertical, or challenge
- Solution finders that walk users through a brief questionnaire to help direct them to the most applicable solution or content
- Interactive white papers that allows users to self-direct to the information they find most useful
2. Customized Content
We’re talking *really* customized content. With ChatGPT and the like, personalizing content for distinct segments of your audience is easier (and cheaper) than ever – and it beats generic content by a mile.
Fintechs can use AI-powered marketing automation can help create personalized emails, website experiences, product recommendations, and more. The key is to understand what each individual customer or prospect needs. From there, you can personalize content and experiences to boost engagement rates without exhausting time and resources.
Use these tools to automatically generate messages based on customer behavior and previous touch points via predictive analytics and algorithms. The result is getting the right message in front of hte right people at the right time.
3. Thought Leadership
Surprised that this is listed as one of our “unique content marketing strategies for fintechs”? Don’t be, because it’s thought leadership with a twist. Traditional thought leadership says you should establish your company as a thought leader in your industry by creating content that educates and informs your audience. By providing valuable insights and analysis, you’ll be seen as an expert in your field and gain the trust and respect of your customers.
While that’s all true, there’s a catch: you can’t just write something and call it fintech thought leadership. You need to offer value and insights — and do it in an interesting, attention-grabbing way. How do you do that?
- Ditch the old, go with the bold: Publish original thoughts and don’t be afraid to be daring (just have the necessary data to back it up)
- Don’t be afraid to disagree: Challenges norms and offer different takes
- Don’t get a seat at the table, build it: Think of new ways to build and foster communities around your content
- Speak your audience’s language: While thought leadership may be a way to express your thoughts, remember to write for your audience. Make things interesting, funny, daring, and memorable.
4. User-Generated Content
Encourage your customers to create and share their own content about your brand. This can include testimonials, reviews, or social media posts. By leveraging the power of user-generated content, you’ll be able to build trust and credibility with potential customers. Here are a few ideas to get you started:
- Host a Q&A series on your blog that features the answers to brief surveys on the state of the industry completed by other leaders in fintech
- Encourage customers to offer reviews and testimonials of your service and feature them prominently on your website and on social media
- Use customer testimonials and reviews to inform your customer care team and marketing (marketing can highlight benefits that users find most helpful while customer care can be trained to address areas of concern)
5. Virtual Events
We’ve all gotten used to virtual events in the wake of Covid. Just because many events are back in person doesn’t mean virtual events are done for good. Virtual events offer several benefits that in-person ones do not. For one, attendance can be opened up to a wide range of people, regardless of location. Second, webinars and online conferences allow you to engage with customers and prospects in new and interesting ways.Virtual events can also be recorded and made available on-demand for those who cannot attend live.
6. Interactive Videos
Create videos that allow your audience to interact with your brand. This can include interactive product demos or virtual tours of your facilities. By providing a more immersive experience, you’ll be able to capture the attention of your audience and keep them engaged.
7. Social Media That Sings
Everyone knows that having branded social media accounts is important for awareness. But why not put those accounts to good use by doing something that customers and prospects might actually find interesting?
- Publish an informative comic strip on Instagram that educates users on problems and solutions relevant to your products and services
- Set up a Facebook group geared toward community and problem solving in your fintech space. Cover relevant topics, provide educational materials, and answer questions that users submit to foster engagement and conversation
- Use Twitter to humanize your brand. There’s no written rule that says your social accounts have to be all business all the time, so consider creating a persona that adds charm and humor to your brand and makes you interesting to follow
Create a podcast that provides insights and analysis on your industry. By providing valuable information in an easily digestible format, you’ll be able to attract and retain the attention of your audience.
Create microsites that provide in-depth information on specific topics related to your industry. By providing a comprehensive resource for your audience, you’ll be able to establish your brand as an authority in your field.
But make sure your microsite is interesting. There’s no point in creating a smaller site within your website that isn’t doing anything different. Consider how you might turn your resource hub into an interactive, educational microsite. Better yet, create a gamified or interactive ecosystem that makes learning about your brand fun.
10. Influencer Marketing
Partner with influencers in your industry to create content that promotes your brand. By leveraging the power of influencer marketing, you’ll be able to reach a wider audience and increase brand awareness.
Content marketing is a powerful tool for fintech organizations looking to acquire and retain customers. BUT, to really accelerate success, it’s important to experiment with unique content marketing strategies for fintechs. Don’t be afraid to go big. Test out different tactics and see how each performs and fits into your overall marketing strategy. The key is to be different enough to stand out and reliable enough to return to for helpful, valuable information.