If you’re a fintech startup, you face an uphill battle when it comes to earning trust and credibility. All startups enter the market as relative unknowns and must create a marketing strategy that will not only drive awareness but foster trust. This is a goal of heightened importance for fintechs who face additional scrutiny as entities that have a hand in the finances of people and businesses.
Creating content and marketing that content is a proven way to build trust with your audience. Content provides a great way to build awareness, engage with your audience, and help them make informed decisions — all while building trust. Leveraging owned channels to promote this content is a low-cost way to get the word out about your brand and to add value to the lives of your prospective customers.
While some of this content may be centered around your products and services, the bulk should be focused on industry trends, important issues, and helping your prospects solve their biggest problems. By demonstrating that you know the market better than anyone else and by offering transparent information about your products and services, you begin to build trust and gain interest from the people you’re trying to reach.
The Basics of Creating Fintech Content
When focusing on fintech copywriting and content, there are some housekeeping items you want to take care of upfront. Before you put pen to paper, it’s important to have a plan. You’ll need to consider how you want to be found (core and long-tail keywords), how you want to be perceived (website pages), what you want to convey (all website content), and how it will all come together in both the short and long term (content calendar).
Your owned channels consist of all channels that you control, including your website, social media accounts, e-newsletters, and blogs. You can impact how your website and blog rank in search engines, so you’ll want to start by determining a strategy to rank for both branded and non-branded keywords. Branded keywords are exactly as they sound: keywords that contain your brand name. Non-branded keywords will include both core and long-tail keywords that pertain to the niche in which you deal. If you’re a fintech that is focused on e-gift cards, your core keywords might be something like:
- Gift cards
- Egift cards
- Digital gift cards
- Online gift cards
Your long-tail keywords will be extensions of those core keywords, so things like:
- Best egift card management
- Top egift card tips
- Digital gift card best practices
Conducting keyword research prior to diving into fintech copywriting or content creation will save you time and trouble and make your efforts more fruitful. They will help you hone in on the most relevant content for your brand and ensure that you can be found by the people who are looking for you.
Once you have that research in place, you can use it to construct a content calendar that will guide what types of content you create, the topics on which you’ll focus, and how often you’ll publish new content. This may include things like blog posts, social media posts, press releases, e-newsletter content, and more.
Sophisticated Fintech Content
Creating web pages and blog posts are table stakes when it comes to content. Most fintechs will want to take it to the next level with thought leadership. First, let’s talk about what thought leadership is. Most would define it as a way to demonstrate authority and legitimacy within an industry by using internal expertise to create content that provides insights into relevant industry issues. In short, it’s more than just your run-of-the-mill article.
Great thought leadership will require sophisticated fintech copywriting that resonates with your target audience and offers unique insights into a prominent topic or issue. You may publish thought leadership on your blog that provides deep analysis on an industry issue. Thought leadership could also take the form of a white paper or report on how to solve a major industry issue.
In many cases, thought leadership is authored by a company’s leadership team who can use their extensive experience to dissect important issues. There’s one catch with that method: the leadership team must be willing — and have the time — to pen lengthier content pieces. This isn’t always a possibility. Thankfully, hiring an agency or writer that has deep experience in fintech copywriting can be an alternative for organizations that have enough on their plate with core business functions.
Quality Fintech Copywriting
Fintechs that find their internal marketing resources are stretched thin can benefit from partnering with individuals or agencies to tackle fintech copywriting. Due to the complexity of the industry, it’s important to bring on a partner that understands the landscape as well as any nuances of your particular niche. Fintech is a broad umbrella that covers payments, insurtech, regtech, and more; your fintech copywriters should have a track record of content creation in your specific space.
Fintech copywriting may require other skill sets, depending on the type of product or service you offer. Companies targeting consumers should be sure their fintech copywriters also have B2C-specific experience, while those in the B2B realm should work with writers that understand the particulars of writing to a business audience. Quality fintech copywriting will help you make the case for your business while also showcasing your knowledge and deep expertise.
Choosing a writer or agency to handle your fintech copywriting should probably not be a “one and done” endeavor. In many cases, it’s beneficial to have a bench of fintech copywriters that are available to create content as needed. Considering the unique and quickly evolving nature of the industry, building a team of talented fintech copywriters can help you establish and maintain your position as a thought leader and authoritative figure in your niche.
Interested in a diverse set of tactics to fine-tune your fintech customer acquisition strategy? Download the Fintech Customer Acquisition Playbook.