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Last Updated on February 2, 2024 by admin
This article was originally published in 2021 but we’re revamping it for 2024 because fintech content marketing optimization is essential in the age of AI.
If you thought the pandemic and the massive shift to all things digital upended things, strap in. AI is the new disruptive force shaping the content marketing landscape. The sheer amount of content being produced at scale means there is a shake-up happening. Those responsible for fintech content marketing optimization should listen up — the competition is heating up.
Smart fintechs will shift accordingly and adjust how they focus marketing resources to boost brand exposure and grab greater market share. But change isn’t usually easy, so we’ve put together three of the top fintech content marketing optimization tips for 2021 to help you shift your strategy toward success.
1. Be Everywhere
The first of three fintech content marketing optimization tips has to do with content promotion. Effective content marketing requires shameless promotion (including self-promotion). If you’ve invested a lot of time, energy, and money into creating high-quality content, you shouldn’t be shy about sharing it.
Leverage your track record with great content to reach out for guest posting opportunities or to ask for backlinks. The key here is reciprocity; work with complementary experts and thought leaders to share, link back to, and cross-promote each others’ content.
Shoot for the stars. You may feel intimidated by the prospect of reaching out to other influencers you admire, but don’t forget that you’re the expert at the topics about which you write. The confidence it takes to reach out will likely be appreciated by influencers, who have also had to build their own influence in a similar way.
Yes, all publicity is good publicity, but free publicity is better. When you create reciprocal thought leader circles, you earn a broader reach over a larger audience.
Don’t stop there. Consider other online opportunities for your content to shine, including online forums and other relevant communities to your business. Posting on Quora and answering questions can elevate your status as a thought leader and be an effective way to post backlinks to your site.
Ideally, promotion is part of a flywheel that is constantly in motion and constantly building off of previous pieces. In this way, effective content promotion has a cumulative effect that makes it easier as you get more established. The key is to promote early and often.
Check out this video for a great checklist to use as the foundation for your content promotion strategy:
2. Be Free.
Offer your help for free. For B2C fintechs, this may mean offering a free version of your product or service and/or a free trial version of premium products and services. This allows prospective paid customers to test out your offering without feeling obligated to commit to something they aren’t completely sure they want yet. If you offer a free version, this can also enable you to onboard people to the point of reliance. Once people are hooked, they are more likely to pay for the full functionality.
“But I thought we were talking about fintech content marketing optimization tips?” We are. For B2B fintechs, free trials may also apply, but you can also provide insights and thought leadership around industry problems for free. This is where content marketing comes into play. The sales cycle for B2B is typically much longer, so you’ll need to warm people up and build relationships from awareness through to a prospect’s final decision stage. Providing high-quality, free content that helps decision-makers solve problems and find solutions is an effective way to build relationships, earn trust, and transform an audience into paying customers.
3. Hone in on Low-Hanging Fruit
Everyone has it, but not everyone harvests it. Some of the easiest fintech content marketing optimization tips include low-hanging fruit. There are probably a few areas where your content marketing falls short. Some of those gaps will require an intensive rework of the strategy, while others may just take a few tweaks to yield excellent results. To start, run through your funnels and flywheels and see which areas are ripe for improvement.
Driving more traffic to your site can happen in several different ways. Consider:
- Running a/b tests on headlines for existing content. Buffer did this and was able to increase click-through rates by more than 40%.
- Shortening lead submission forms. Neil Patel was able to increase conversion rates by 672% by using this and other tactics.
- Updating best-performing copy. Pillar articles can attract a ton of traffic so it’s important to keep them fresh by regularly updating them with new information.
Once you have people in the funnel, you want to make sure you’re keeping them engaged and thinking of you by the time they are ready to make a decision. You can do this by:
- Setting up lead nurture campaigns. If you don’t already have lead nurture campaigns set up, you may be missing out on up to 50% more sales-ready leads at 33% lower cost.
- Personalizing your emails. When setting up emails or lead nurture campaigns, start with a template, then personalize as much as possible. Doing so can improve open rates by nearly 50%.
- Address gaps in the funnel. Discover where people fall out of your funnel and stop engaging. This may mean updating your lead nurture sequences, changing up the subject matter of your thought leadership, or changing the frequency of posting new content.
Leads at the bottom of the funnel are looking for one final nudge that gets them over the edge. Improving results here may mean:
- Adjusting calls-to-action (CTAs). If you are seeing a ton of engagement but most of your audience falls off when it comes time to take action, you probably need to reconfigure your CTAs.
- Retargeting. Just because someone didn’t convert now doesn’t mean they won’t later. Retargeting allows you to intelligently target people who have already shown interest. Kimberly-Clark reports a 50-60% percent higher conversion rate for customers who have been retargeted.
- Sweetening the deal. Sometimes people don’t convert because they just don’t like the terms of what you’re offering. An extra nudge in the form of a better, more compelling offer may be just what they need to take the leap.
These three fintech content marketing optimization tips just scratch the surface — though they can be a significant scratch if done right. The main takeaways are to 1) put yourself out there fearlessly, 2) think about which free offers or content might entice people to try your product/service, and 3) make quick fixes for quick results. There was a massive shift to digital in 2020, so making sure your fintech content marketing is up to snuff will be critical in 2021.
Fintech Content Marketing Optimization Means Refining Content
You can’t have great content marketing without great content. Fintechs can significantly boost their content marketing strategy by focusing on fintech content marketing optimization. This involves revisiting and updating existing blog posts to reflect new audience insights, industry developments, and fresh data, ensuring the content remains relevant and engaging.
It’s also crucial to align content more closely with audience needs, which may include exploring emerging topics or diversifying formats to include videos and podcasts. Additionally, optimizing content for SEO is essential, incorporating keywords strategically, improving meta descriptions, and ensuring content is mobile-friendly to enhance visibility and drive engagement. Let’s look at each of these points in a little more detail:
Updating Blog Posts
Periodically review your blog content to make sure it’s still current and relevant. Update posts based on new audience personas, industry insights, and the latest data or statistics to significantly increase their value and provide more relevant information for your audience. Consider how new financial regulations, recent market trends, emerging technology, or new information about your prospects inform content — then make adjustments accordingly.
Aligning Content with Audience Needs
This is probably the most important consideration when it comes to fintech content marketing optimization. Understanding the evolving needs and preferences of your audience is key. Conduct ongoing audience research to identify emerging topics of interest or gaps in current content offerings. You might see how you can create more accurate/relevant content that addresses specific financial challenges, such as how to secure financing in a tightening credit market or tips for leveraging blockchain in personal finance. Diversify content formats to include more engaging mediums like videos, podcasts, or infographics so you can cater to varied audience preferences.
Optimizing for SEO
SEO optimization ensures your content reaches its intended audience. Be sure to use relevant keywords throughout your content, optimizing meta titles and descriptions to improve click-through rates, and ensuring your website’s structure is search engine friendly. Take steps to improve the user experience on your site by increasing page load speeds and making your content easy to navigate. Build backlinks from reputable sites within the fintech and financial services industries to enhance your site’s authority and search ranking.
Focus on these key areas—regularly updating content, aligning with audience needs, and optimizing for SEO— for fintech content marketing optimization. These work together to help you significantly enhance your content marketing efforts, drive greater engagement, build brand authority, and ultimately, achieve your marketing objectives.
Additional Tools for Fintech Content Marketing Optimization
Looking for more in-depth fintech content marketing optimization tools and content? Check out one of our helpful guides: