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.
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.