Last Updated on February 16, 2021 by admin
As fintech continues its upward trajectory, startups and large enterprises alike are looking for ways to move the needle, increase customer acquisition, and drive awareness and demand around emerging financial technologies. Fintechs are in a unique position where they must walk the fine line between edginess to stand out in a sea of competitors and traditional principles that instill trust and confidence from businesses and consumers.
Content marketing has proven itself as a tried and true marketing strategy that can accomplish all of those things and more. For fintechs looking to gain long-term traction and an advantage over “noisy” competitors, content marketing can be the missing link to a truly successful marketing and growth strategy. As leaders in the realm of personal and business finance, these fintechs have the ability to use content to drive sales and to significantly rewire the way the world manages money.
There are some great examples of fintech content marketing in action. Some fintech companies create strong content hubs, offering multi-media educational opportunities to prospective customers. Others use compelling infographics to help customers understand the benefits in a clear, straightforward manner. One thing they all have in common is a focus on the customer and a mission to provide informational, relevant, and useful content.
Not only does Blueleaf publish content regularly, but they publish helpful content. Articles are clustered around a specific problem that wealth management advisors face — providing in-depth insights about the problem itself and how advisors can solve the problem — as well as how Blueleaf can help.
Another nice thing the Blueleaf blog does is to include clear calls to action (CTAs) within each blog post. The CTAs are relevant to the post itself; so, articles that outline an industry problem include CTAs to the article that features the solution.
And every article includes links to other related articles at the bottom of the post. It’s a great way to direct readers to additional content that can be helpful.
The best part? Some of the articles include real-life examples of how advisors used Blueleaf to solve the problem. It’s a well-rounded, purposeful fintech content marketing strategy that finds the right balance between thought leadership and talking about the product, complete with mini case studies to drive the point home. A+ for building trust and credibility while helping advisors solve their most pressing problems.
Chime has excelled in personalizing content to drive new account signups. As a digital bank that aims to help people make smart financial decisions, its marketing centers around some of its more unique features, like SpotMe overdraft fee protection and fast access to direct deposits. The blog is also set up to help people find content that is most relevant to their needs, with articles split into categories like “Smart Money”, “Wealth Habits”, and “Make Money.”
Chime started its marketing by testing body content centered around fee comparisons, automatic savings, and how to lead a healthy financial life. By using a predictive personalization system, the marketing team was able to see which headlines and messages were most effective with each audience segment. It was then able to iteratively improve messaging from there. This is a great example of sophisticated fintech content marketing in action.
Varo is another challenger bank that has ~one million bank account customers and has seen extraordinary growth over the past year. Its mission to help every person feel better about their money is intricately weaved throughout the content on its site, especially in the bolded quotes on the home page that are great at helping the audience immediately connect.
Varo offers a compelling blog hub called VaroWorth, which features content organized into highly relevant categories for its audience: Save, Bank, Borrow, Invest, and Live. The content itself offers helpful advice and guidance on a slew of financial topics — from writing a check to understanding how to use debt ratio in investing. In addition to a robust blog, Varo features a resource section with tools that its audience can use, including a savings calculator and an extremely timely guidance page for receiving stimulus checks.
Varo is on the right track when it comes to fintech content marketing that engages an audience, provides helpful information and tools, and keeps it simple.
Betterment does a great job of customer-centric fintech content marketing. Their resource center offers investing 101 tips, advanced investing information, published research, and tools and calculators. In addition to offering tools and advice, they have podcasts where industry experts discuss different trending topics and provide insights.
Want to learn about rebalancing or the benefits of an ETF portfolio? Or perhaps you want to understand the risk and return of value investing. Or maybe you need to decide whether a Traditional or Roth 401(k) is better for you. Betterment has it covered.
Funding Circle provides a resource center full of helpful blog articles, PDF guides, and videos to help customers navigate the complex world of business loans. They offer transparent information about how business lending works, general lessons learned in business, and a place to read user reviews and hear what people are saying, among other helpful articles.
The great thing about this resource center? While the company clearly offers small business loans, their articles aren’t solely lending-focused. The provide helpful guidance to small business owners and entrepreneurs on important topics that run the gamut, including keeping employees happy, parenting advice for founders, and sponsoring local youth sports. It’s a case study in building trust and relationships with customers on a business – and personal – level.
Ally offers education through its community centered around financial well-being. Called “Do It Right”, the resource center offers educational content around topics like life, money, car, home, and trends. It allows users to customize their dashboard, checking only the topics they’re interested in so they can get streamlined insights on future visits.
In addition to this tailored resource center, Ally provides a CD ladder tool and a car payment calculator to help users better plan their finances. Finally, Ally offers a free financial education program called Wallet Wise that helps users build healthy personal finance habits. Wallet Wise hosts online courses as well as live events where people can learn in person and ask questions of the presenters.
ShopKeep hosts a small business hub on its site with small business articles geared towards planning, store operations, money & profits, sales and marketing, customer satisfaction, POS & payments, and inspiration topics. It also houses an in-depth Small Business 101 section with end-to-end advice on starting, running, and growing a small business.
The content hub also provides a number of expert guides centered around cloud based business, choosing a POS, social media, raising capital, and other small business how-tos. Overall, it encompasses everything a small business owner needs to know regardless of what growth stage s/he is in.
SoFi is another great example of fintech content marketing; the site offers one of the most thorough resource centers we’ve come across. Their resource center is home to a wide range of how-to guides, including a first time home buying guide and a student loan refinancing guide. The site also provides tools to help people make better financial decisions, including a student loan calculator, a personal loan calculator, an IRA calculator and a mortgage calculator.
On top of that, the resource center has compelling infographics that illustrate things like salary trajectory by degree, return on education MBA rankings, and how graduate degrees impact lifetime earnings.
Fintech content marketing – when done well – can raise awareness, drive engagement, aid in consideration between solutions, and ultimately, drive new business. The key is finding out what your target customers need to know and providing it to them in an interesting, seamless way.