How Much Should Fintech Content Marketing Cost?

Last Updated on December 14, 2021 by admin

One of the biggest questions fintechs (any organization, really) ask when planning to launch or expand a content marketing program is “how much should fintech content marketing cost?” The answer can be quite complex and varies depending on the scope and complexity of what the organization hopes to achieve. 

Successful content marketing requires multiple steps, processes, and modes of execution to best maximize ROI. Pricing will vary according to how you execute. That said, we’ve mapped out what a holistic content marketing strategy looks like along with a range of potential costs across each phase.

Fintech Content Marketing Phase I: Research

Before anything can be accomplished with content marketing, you have to set the stage. That means understanding the size and scope of your company’s goals, any progress you’ve already made to achieve those goals, what changes need to be enacted to course-correct, and what additional steps will be necessary to get you where you’re trying to go. 

At Content Rewired, we typically start with a Discovery Phase that allows us to get a grasp on what you’re working with. This includes: 

• Content Audit & Inventory
• Social Media Review
• Competitive Analysis
• Analytics Review
• General Content Planning

The range of cost for this phase could range anywhere from $2,500 to $25,000, depending on the size of your company, the amount of content you already have, the breadth of your social presence, and how many owned channels must be evaluated. 

This stage is a necessity because it helps us understand and define your content marketing goals, what you may already have that can aid in reaching those goals, and where the gaps exist. From there, we can better understand the scope and potential total costs of creating a strategy and executing that strategy. 

Fintech Content Marketing Phase II: Content Marketing Strategy

After the necessary research has been completed and findings compiled, we have a treasure trove of data from which a winning content marketing strategy can bear out. We can reverse-engineer this strategy based on documented goals and ways to measure against those goals (benchmarks, KPIs, etc.). 

As you can imagine, content marketing strategy costs can vary greatly. A fintech startup that is just getting started with content marketing can expect to pay much less than a larger, established fintech that is exploring global domination via content marketing. In short, strategies can range in cost from $2,000-$30,000, depending on how comprehensive and granular the strategy is. 

In general, content marketing strategies include things like: 

• Research Findings (inventories, audits, benchmarks)
• Audience Persona(s)
• Goals, Landmarks, KPIs
• Content Calendar (Topics, Titles, Publishing Cadence, Channels)
• Content Strategy Breakdown by Channel
• Distribution, Promotion, and Amplification Strategy
• Content Production Schedule

The content or editorial calendar rules the roost and is one of the most valuable outcomes of a content marketing strategy. The editorial calendar guides campaigns, themes, timing, and promotion of content, so the more robust it is, the better. It is also a document that can be shared with other departments and executives so that everyone is on the same page. 

Phase III: Fintech Content Development

This phase is where things get interesting for fintechs — and B2B organizations in general. Content development can mean a lot of different things, including writing blog posts, research reports, white papers, and ebooks to producing high-quality video and audio content. 

We focus on written content development, so we’ll delve a little deeper into that. For fintechs, finding high-quality B2B fintech content writers is critical. While there is no shortage of freelance writers available, there are far fewer who can grasp and write authoritatively and authentically on more complex subject matter that falls under the fintech umbrella. 

Trust us, this is an area where you don’t want to skimp. Creating high-quality content is essential to build trust with your audience. Believe that readers will know the difference between someone you paid $0.10/word and someone you paid $1.50 per word. And they will judge you for it. 

More importantly, the point of effective content is to educate, inform, engage, and connect with your audience. You’re going to want to find the best B2B fintech writer who understands your business and your industry well enough to be able to create content that does all of those things. 

Another helpful question to ask if you’re struggling to find the right balance in the cost of freelance writers is: what’s the ROI? If it costs you $3,000 to write an ebook that brings in just 20 new leads and if even only one of them converts, what is the ROI on that? Keep in mind that content pays dividends for years after it’s created. It’s likely that one lead magnet could bring in hundreds or thousands of new leads as time goes on — surely a worthwhile investment if the asset you create adds value for your audience. 

Phase IV: Fintech Content Promotion 

There are a lot of different avenues for fintech content promotion, so pricing will vary depending on the mode of promotion, the channels involved, and the complexity of the promotion. Some promotional tactics include: 

• Social Media (Organic & Paid)
• Article Placements (Organic & Sponsored)
• eNewsletters
• Guest Spots on Podcasts

Costs for paid advertising and sponsored posts tend to be more straightforward. You are able to set your budgets for each channel, and many agencies will charge a percentage of the monthly spend. Other types of promotion may be priced under an hourly rate that could range between $50-$150/hour. 

Creating high-quality content is important but useless unless that content gets in front of the right eyes at the right time. This is why it’s imperative to establish a strong promotion and distribution strategy that is well-suited for your overall content marketing goals. 

Fintech Content Marketing Cost Summary

We’ve provided you with an overview of fintech content marketing costs, though more precise pricing will depend on your unique circumstances and needs. In our experience, the following breakdown is a decent summary of what to expect: 

Research:

• Startups/Small Organizations — $2,000-$4,000
• Mid-Size — $5,000-$15,000
• Large/Fortune 500 — $15,000-$25,000+

Strategy: 

• Startups/Small Organizations — $2,000-$4,000
• Mid-Size — $5,000-$15,000
• Large/Fortune 500 — $15,000-$25,000+

Content Development:

• 4-6 Blog Posts/Month — $2,000-$6,000
• 4 Blogs, 4 Thought Leadership Articles, 1 Lead Magnet/Month  — $4,000-$10,000
• 10 Blogs, 10 Thought Leadership Articles, 4 Lead Magnets/Month — $12,000-$22,000

Weigh the cost against the value to determine which options are best for you. Remember, you get what you pay for. There is always going to be a cheaper option, but you should ask whether or not that option will provide a positive ROI — and whether you’re willing to stomach the end result and the impression it leaves with your target buyer. 

For more information about effective fintech content marketing, download our free Fintech Customer Acquisition Playbook.