Last Updated on May 17, 2022 by admin
The global pandemic shifted the focus to online channels for many fintech content marketers as buyers turned increasingly toward digital channels for doing research and making purchase decisions. Content is a critical part of online research, often operating as a stand-in for in-person interactions, according to a report by Forrester.
The problem, the report points out, is that content is often failing to engage buyers because it is either not adding value or is irrelevant. More specifically, nearly two-thirds of buyers consider content irrelevant, causing them to disregard it. This is a problem.
The ultimate goal of content marketing is to put the right content in front of the right eyes at the right time. Hitting this trifecta can prove challenging, but with a proper plan, it is achievable. If you find your fintech content program falling short, it may be time to ask yourself if your fintech content is irrelevant.
Who is Your Fintech Content For?
Audience personas are critical for content marketing and even more so for fintech content. Between B2B buying committees, multiple stakeholders, and multiple messages, it’s critical to hone in on what people you’re trying to reach.
It would be a mistake to consider that you have just one persona if you’re in the B2B fintech space. Instead, focus on several key roles that may have a say in any purchase decisions. The more specific you can be, the more personalized you can make fintech content to appeal to these parties. Personalization increases relevance and makes it more likely that your target will engage with your content – and come back for more to inform their purchase decision.
This also narrows your focus, which can be less expensive than broader-reaching campaigns. Specificity is a virtue here and can significantly impact the success of your content marketing efforts. Many opt for an Account Based Marketing (ABM) strategy here. By identifying high-priority accounts and the individuals that will be involved in the buying process, it’s possible to create in-depth profiles that marketing can hyper-personalize and target through strategic fintech content campaigns.
What is Your Fintech Content Saying?
With the right profiles established, you’re armed with everything you need to create impactful, compelling content that resonates with your key targets. Content should speak to the needs, concerns, questions, and interests of your target audience on a personal level.
Aim to solve their problems but also frame the content in a way that makes sense to the people with whom you’re conversing. While technical content has a place, this often means distilling down fintech content into the most interesting, important bits and adding in some character and personality to spice things up.
Another thing to consider is making sure marketing and sales content are aligned. The leads that come in from marketing content will eventually be handed off to sales, and there’s nothing worse than throwing a prospect off-kilter with disjointed messaging. Marketing and sales teams should work together to ensure that messages carry prospects seamlessly through every stage of the buyer’s journey.
Where Does Your Fintech Content Go?
Once you’ve figured out who you’re talking to and what you’re saying, the next step is to figure out how to reach them. Many fintech content marketers have experienced the morale-killing experience of spending the entire budget creating high-value fintech content only to have nobody consume it. Ouch.
Content distribution, amplification, and promotion are super important. Knowing where your audience prefers to get information will set the foundation for your fintech content marketing campaigns. Do your homework and be sure you understand where your audience is really spending time online. Imagine how ineffective it would be to spend thousands of dollars on Facebook ads that drive people to an ebook landing page when it turns out the bulk of your audience is perusing LinkedIn articles.
Audience personas can help inform content distribution and promotion but it doesn’t hurt to check in with your current customers, too. Ask people via brief surveys how they heard about you, where they consume content, and which channels they prefer. Measure content marketing campaigns to see which channels get the most traction and redirect your efforts there.
Content marketing is fluid, so you can always adapt. If you’re just getting started, run tests and be pliable. You may learn something new about your audience that can help you personalize content – and where you publish it.
Creating relevant fintech content is a must in 2022. Buyers are scouring online channels looking for information that will help them make informed purchase decisions. By positioning your brand as a thought leader and engaging prospects with interesting, educational, relevant fintech content, you can differentiate and move people closer to a purchase.