How to Use Content to Win the Fintech Demand Generation Game

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B2B Fintechs can benefit from content that is personalized for prospects at every stage in the buying cycle. So long as each piece of content is aligned with an appropriate audience persona, you can generate new leads or nurture leads through the funnel. 

Doing this well requires more of a strategy than just throwing content at your audience to see what sticks. A data-driven strategy that takes your audience personas, past content performance, market research, and other data points into account will be the most effective. 

Get Knee Deep in Data

Fintechs likely have more data than most which can be used to inform a solid demand generation strategy. Consider the following places for data that can inform your content: 

Google Analytics

You probably have Google Analytics tracking your website, and it’s a great first stop for collecting information as the basis for your demand generation strategy. Look at the content that already exists on your site (blogs, ebooks, white papers) to see how those have performed. Which are your top pages and posts? Where are people spending the most time on your site? The answers to those questions will provide clues about what your audience likes, dislikes, and wants more of. 

Surveys

Even if you don’t have historical data to look at, you can gather information in other ways. Surveys are a great way to garner information from the audience you already have. You can use pop-ups on your website or send out a brief survey as part of your next e-newsletter. The more data and facts you use you inform your content strategy, the greater your chances of success.

Competitive Analysis

You should have a general idea of what your top competitors are doing in the demand generation content realm. Take a look at their websites to see which topics they’re covering, which media they’re using, and how they promote their content. You don’t have to copy their strategy, but it certainly helps to not reinvent the wheel if someone has already uncovered an effective way of reaching your target audience. 

Put it in Writing

Once you’ve collected enough information to help you identify the topics, content types, and media on which you should focus, it’s time to get organized. The best way to lay out a strategy for your fintech demand generation is through a content calendar. Not only does this provide a window into future campaigns, but it also allows you to unify your content into cohesive themes so that blog posts, demand generation pieces, videos, and any other related content can be visibly grouped together. 

In a similar vein, laying out your demand generation strategy in 90-day increments allows you to plan ahead to ensure you have enough supporting materials and content to execute a demand generation campaign. It also allows you to set the cadence for campaigns and supporting content publication.  For larger marketing teams, content calendars help everyone stay on the same page. It’s a valuable framework to stay organized and generate new content ideas. 

Turn Content into an Experience

In 2021, audience needs have expanded beyond “regular” content. Digital experiences are now more important than ever. As networking events and in-person connections dwindled down due to the pandemic, people are looking for new ways to interact and a proxy for the physical experiences that buyers were once accustomed to. Even as we move closer to a new “normal”, the desire for digital experiences will remain. 

Virtual events for fintech demand generation make sense for several reasons: 

Less expensive, higher ROI: Virtual events are less expensive than in-person events, without a doubt. With the right strategy, you can execute a virtual event with a much higher ROI than other types of events. 

More accessibility: In-person events require proximity to the venue or the ability to fund the cost of travel. Virtual events are open to all, regardless of geographical location. 

Better insights: Virtual events are chock full of data points about how your audience engages with content, including the topics they are most drawn to and the things they are more likely to respond to. This can help shape future events, but also future content. 

Two-way communication: Where white papers and blog posts are very one-way in how they communicate, virtual events open things up to a full conversation. You can interact with your audience, sometimes at the point of highest intent. 

Virtual experiences and events are a great way to supercharge your fintech demand generation strategy. Not only do they inherently offer great content opportunities, but they also lend themselves to a flywheel strategy, where you can continue to promote content and engage with people even after your virtual interaction. 

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