Last Updated on October 17, 2023 by admin
Standing out in 2023 (and 2024, and 2025…) requires not only innovative technology but also a solid marketing strategy that resonates with your target audience. Many fintechs leverage content marketing to build awareness and credibility – but you may not realize there are various frameworks for fintech content marketing.
Using the right strategic framework for your organization and your business goals can make or break your efforts. In part one of this two-part series, we’ll explore two strategic frameworks for developing effective fintech content marketing programs that engage, educate, and convert your audience.
The “Buyer’s Journey” Framework
This framework for fintech content marketing is one of the most widely used. It focuses on creating content that aligns with the different stages of the buyer’s journey, such as awareness, consideration, and decision-making. This can help to ensure that the right type of content is being created and distributed to the right audience at the right time.
The “Buyer’s Journey” content marketing framework is especially pertinent for B2B fintechs. Creating content for each stage of the buyer’s journey allows you to touch prospects at every step along the way. It can help answer nuanced questions that may come up at different stages and ensures that prospects have the information they need when they need it.
Consider the following stages and the appropriate content for each:
Awareness: Here, potential customers are becoming aware of a problem or need that they have and are beginning to research solutions. Fintechs can create content such as blog posts, infographics, and videos that educate and inform potential customers about industry challenges. Fintech is such an innovative space that oftentimes, brands will need to educate their audience about potential problems they may not even realize they have at this stage.
Consideration: At this stage, potential customers have identified their problem or need and are researching different solutions. Fintechs can create content such as white papers, case studies, and webinars that provide more in-depth information about industry challenges and broader solutions – and start to tie in information about their products or services and how they compare to other solutions on the market. The goal here should be service to your audience. Ask yourself what the most pressing questions of your audience may be and aim to answer those without being overly self-promotional.
Decision: At this stage, potential customers have gathered all the information they need and are ready to make a decision. Fintechs can create content such as product demos, free trials, and testimonials that make it easy for potential customers to take the next step and convert into a customer.
By creating content that aligns with the different stages of the buyer’s journey, fintechs can ensure that they are providing the right information to potential customers at the right time and that they are making it easy for them to convert into a customer. Additionally, fintechs can also use the buyer’s journey framework to create a personalized experience for potential customers, by identifying where they are in the journey and providing them with the most relevant information.
The “Customer Lifecycle” Framework
This framework for fintech content marketing is also popular. It focuses on creating content that aligns with the different stages of the customer lifecycle, such as acquisition, retention, and advocacy. Like the buyer’s journey framework, this can help to ensure that the right type of content is being created and distributed to the right audience at the right time. By focusing on a content marketing strategy for the entire customer lifecycle, fintechs can boost conversions and retention.
The “Customer Lifecycle” content marketing framework leverages a wide range of marketing communication channels and experiences to support customers along their path to purchase. This highly integrated framework for fintech content marketing focuses on personalized messaging and retargeting along with other digital marketing tactics to generate demand at the top of the funnel and nurture prospects deeper toward the bottom of the funnel:
Acquisition: At the fintech customer acquisition stage, fintechs aim to acquire new customers. They can create content such as blog posts, infographics, videos, and social media posts to attract potential customers, and also use paid advertising to drive traffic to their website.
Retention: At this stage, fintechs aim to retain their existing customers. They can create content such as email newsletters, webinars, and product tutorials to engage and educate their customers, and also use loyalty programs and incentives to encourage repeat business.
Advocacy: At this stage, fintechs aim to convert their existing customers into advocates for their brand. They can create content such as case studies, testimonials, and referral programs to encourage customers to share their positive experiences with others, and also use social media to build a community of advocates.
Customer Lifecycle content marketing may also use the RACE framework (Reach, Act, Convert, Engage):
Reach: SEO and content marketing support demand generation and establish purchase intent
Act: Social media marketing, product pages, and marketing automation help turn a prospect into a database contact
Convert: Personalized content paired with remarking and bottom-of-funnel content (ebooks, white papers, other gated content ) can generate MQLs and also nurture leads
Engage: Onboarding content, loyalty programs, and re-engagement email campaigns can keep current customers engaged and re-engage lapsed customers
The overall goal of this is to maintain an “always-on” content marketing program that consistently engages prospects, customers, and lapsed customers.
More Frameworks for Fintech Content Marketing…
Next week, we’ll look at the final two frameworks for fintech content marketing. Stay tuned.