Financial technology moves fast. So fintech leaders must constantly evaluate and re-evaluate the marketing strategies they are employing. Unfortunately, the process to secure content marketing buy-in isn’t always so fast. Yet, content marketing has become a primary strategy for many to promote industry-leading thought leadership. It’s a method that can significantly boost engagement, enhance brand building, improve customer retention, and ultimately, grow the business.
However, for fintech marketing leaders, getting stakeholders on board with a comprehensive content marketing program can be a complex task. This article offers tangible advice and strategies to help these leaders effectively communicate the importance and benefits of content marketing, secure approval, and kickstart a successful fintech content marketing initiative in their organization.
Secure Content Marketing Buy-In: The Uphill Battle
There are several reasons why it can be difficult for marketers to get buy-in for content marketing programs from within their organizations:
Lack of understanding: Content marketing is not a new concept, but it may be a new strategy for some companies. As a result, decision-makers within organizations may not fully understand the value and benefits that it can bring. Without the right data and insights, it can be difficult for marketers to communicate the value and secure content marketing buy-in.
Unclear path to ROI: Without the right analytical capabilities, content marketing programs can be difficult to measure in terms of return on investment (ROI). Without clear metrics and data to demonstrate the value of the program, it can be challenging to secure content marketing buy-in from stakeholders.
Limited budget and resources: Limited budget and resources are things all organizations contend with. Nonetheless, it presents a clear challenge when securing buy-in for new marketing programs, especially without clear evidence of the potential ROI.
Lack of alignment: Without a clear alignment with overall business objectives, it can be challenging to secure content marketing buy-in from stakeholders who may not see the connection between the program and the organization’s overall goals.
Limited in-house resources: Some organizations may not have the in-house capabilities to create, manage and distribute content effectively, which can make it difficult to secure buy-in for a content marketing program.
All of these challenges can make it tough for marketers to get buy-in for content marketing programs from within their organizations. Seasoned marketing leaders are familiar with these challenges and understand that there are ways to overcome them. We’ll discuss a few of these in the next section.
Overcoming Buy-in Challenges
The global content marketing industry is projected to grow to $72 billion in 2023 and continue that upward trajectory, hitting $107 billion in 2026. It’s a testament to the effectiveness of content marketing as a strategy – and good fodder to bring to the table when discussing the merits of content marketing for your organization.
Fintech marketing leaders should also consider the following effective techniques for conveying the value of content marketing within the organization:
Clearly communicating the value/benefits: Part of securing buy-in is educating your internal audience about the value and benefits of content marketing. This includes clearly articulating how it can increase brand awareness, streamline lead generation, and enhance customer engagement. Don’t forget to provide insights on how a content marketing program supports the overall goals of the organization.
Come with a plan in hand: Fintech marketing leaders should develop a clear strategy and plan for the content marketing program, including clear goals, target audiences, and metrics for measuring success. This can help to demonstrate the value of the program and secure buy-in from stakeholders.
Demonstrate ROI: Fintech marketing leaders should work to demonstrate the potential ROI of the content marketing program through clear metrics and data. This can help convince stakeholders who may be hesitant to invest in the program without clear evidence of its potential value.
Build a cross-functional team: When launching a content marketing program, cast a wide net. Focus on building a cross-functional team that includes leaders from various departments within the organization, including product, sales, and customer service. This team will work together to ensure alignment with overall business objectives and secure content marketing buy-in from stakeholders across the organization.
Start small and scale: Like most initiatives, it is beneficial to start with a pilot program to test ideas and evaluate results. By starting small and scaling up iteratively, fintech marketers can test different hypotheses and gather data and learnings to improve the program as it scales. This can help to build momentum and get people on board over time.
Show and tell: Marketing leaders should track and measure the impact of the content marketing program, and regularly report on the results to stakeholders. Schedule frequent meetings early on to provide transparency and help people get comfortable with how content marketing is working for the organization. This can help to demonstrate the value of the program and secure continued buy-in from stakeholders who may have been initially hesitant to invest in the program.
Communication is key to secure content marketing buy-in. From ideation through execution, provide data and insights to business leaders to build your case and demonstrate results. Understand that, just like your prospective customers, internal audiences may need a certain level of education to build trust and credibility.
Ensure you have the appropriate analytics capabilities to track progress and ROI over time – then clearly articulate those wins to leadership to demonstrate why content marketing works. If you get the small things right, your content marketing (and internal buy-in) will gain momentum over time.