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Last Updated on August 16, 2022 by admin
It seems that 2022 is the year of doing more with less. According to CMI’s 2022 B2B Benchmarks, Budgets, and Trends report, two-thirds of marketers report being able to make progress across new channels and platforms without additional budget resources or team support.
As content marketing continues to constantly change, fintech content marketers must get strategic about the next steps and plan accordingly. We’ve pooled together a list of tips and resources to help you effectively get more value from your content marketing.
Fine-Tune Your Fintech Content Marketing Strategy
We’ve written about building a data-driven content marketing strategy before, and the rules remain the same. First things first: document your strategy. In other words, write down the who, what, where, when, why, and how of your content marketing plans.
- Why – Why are you doing this? What are your goals and objectives with content marketing?
- Who – Who is your audience? What do they need? What is the path they take?
- How – How are you different from your competitors? And also, how will you execute against your “why”?
- What – What tactics will you use to achieve your objectives?
- Where – Where – aka which channels – will you promote and distribute content?
- When – When is the timeline for executing your plans?
Once you have that framework, you can begin filling in the details by reverse engineering a strategy based on your goals. Use information to feed your content creation moving forward and tweak where needed. The best content marketers think like data scientists in order to create valuable and insightful content and distribution strategies that are based on facts rather than assumptions.
Define Your Fintech Content Marketing Operations
It’s essential to map out your fintech content marketing operations so you have a handle on how you’ll execute and run your content marketing program. This includes collaboration, implementation, production, and other workflows.
The best fintech content marketing operations exist around a content mission. For some, this may mean deepening relationships with customers. For others, it may be to promote the value proposition. For many, it will be a combination of things.
Performance should drive fintech content marketing operations, so it’s important to track and monitor KPIs relevant to your goals. This helps you keep tabs on which goals and milestones you have achieved — and where you may need to make changes to get closer to your objectives.
Your content marketing team is the heart and soul of your operation. These are the people who will execute against your mission and work towards meeting performance standards. Clearly define roles so everyone understands their responsibilities – and who they report to. Determine the best team structure, which may be determined by the overall company culture.
Content governance is also key, so be sure that you employ a governance framework that keeps content operations aligned with goals and objectives. This may include content standards and workflows. Be sure that all content stakeholders are aware of this framework by communicating early and often.
To execute effectively within your content governance model you need insight into each and every content process from start to finish. This includes understanding:
- The types of content produced
- Where content is published
- Stakeholders involved
- How performance is tracked and analyzed
- Who is responsible for approvals
- Post-publishing content processes
Start by documenting information for each of these bullets, which can then be built out into core workflows around content production and scheduling, content editing and approvals, and KPI measurement. These workflows ensure your fintech content marketing operations have structure and transparency. In other words, it improves efficiency.
In general, workflow documentation should include details about:
- Who is involved at each step (requests, brainstorming, production, editing, approvals, etc)
- Where requests, brainstorming notes, and completed content are stored and accessible by the appropriate team members (e.g. a Google Drive folder or another cloud-based internal content repository)
- The content journey from start to finish – or from request to publishing (e.g. the processes and transitions from request to brainstorming to research to creation to editing to approval to publishing)
- What is involved at each stage along the sequence of work
Discover and deploy the right technology stack for your organization’s content marketing goals. This can be arduous work. Start by conducting an audit of current technologies and aim to eliminate any redundancies. Be sure your tech stack meets your needs in the most efficient way possible. Simplicity is the name of the game, and automating should be a top priority.
Optimize Existing Fintech Content Assets
One often-overlooked element of fintech content marketing operations is what already exists. Once you release content out into the world, it’s far from being “done.” Content can be evaluated for performance and iteratively improved and reused.
High-performing pieces of content can be used to create spin-off content (like infographics, social posts, or guest posts) that is sure to re-capture your audience’s attention.
Understanding which content is high-performing requires a standardized performance review process that empowers you to make the most of your content. Consider the following:
- Standardize a reporting template – this might include the name and media type of the piece, a few columns for KPIs, and a place to document where the content was distributed
- Fill in the blanks – once you have a template, benign filling in the KPI columns with relevant metrics for each piece of content you’ve published
- Measure against goals – analyze the KPIs achieved against your goals and objectives
- Identify winners – determine which pieces of content met objectives
- Brainstorm iterations – take the winning content pieces and brainstorm related topics and content types that can be used to re-engage your audience
- Track trends – doing this over time allows you to identify trends in which content topics, types, and channels perform the best
Optimizing fintech content marketing operations is no easy feat. That said, it can be made easier by breaking the process down into smaller steps that help you iteratively improve over time. Starting with a documented strategy will give you the roadmap you need to get started – and creating standardized workflows and reporting procedures will enable you to optimize the performance of your content and your overall operations over time.