Setting the Right Fintech Content Goals

It’s easy to get caught up in the mechanics of creating and distributing content. However, without a clear understanding of the distinction between fintech content goals and fintech content marketing goals, and without setting precise objectives, efforts can quickly become akin to shooting arrows in the dark. 

This distinction is crucial: while content goals focus on the performance and reception of individual pieces or series, content marketing goals zoom out to consider the strategic reasons behind your content efforts.

Let’s explore why having well-defined content goals is pivotal for crafting a meaningful and impactful content strategy.

Fintech Content Goals Versus Content Marketing Goals

At their core, fintech content goals are about how each piece of content performs. These are measurable outcomes such as engagement rates, shares, or specific call-to-action responses. 

On the flip side, content marketing goals delve into the strategic realm—why you’re investing in content creation in the first place. This might include broader objectives like establishing thought leadership, boosting SEO rankings, or nurturing leads through the sales funnel.

Understanding and articulating these distinct types of goals ensure that every content piece you craft serves a purpose, contributing to your overarching marketing objectives.

Fintech content goals are the compass that guides your content creation process. They ensure that every piece of content has a clear purpose and fits into your broader content marketing strategy. Without these goals, content creation can become disjointed, lacking focus and failing to resonate with your target audience.

Diverse Fintech Content Goals and Their Importance

Thought Leadership

Thought leadership content transcends traditional marketing, positioning your brand at the forefront of industry conversations. It involves crafting content that delves into the pressing issues, trends, and innovations within fintech, offering unique insights or solutions. 

The goal is to become the go-to source for knowledge, inspiration, and expertise for your audience. This requires a deep understanding of fintech and your niche within it, the challenges it faces, and the future direction it is headed. Thought leadership can take many forms, including white papers, in-depth articles, keynote speeches at industry events, and participation in public forums and discussions. The key is consistency and quality—regularly providing valuable content that pushes the boundaries of conventional thinking. Check out the video below for tips on creating excellent thought leadership:


Search Engine Optimization (SEO) content is meticulously designed to improve your website’s visibility in search engine results, drawing in organic traffic. It’s a blend of art and science, requiring you to create content that resonates with your audience while also appealing to search engine algorithms. 

This involves the strategic use of keywords, crafting informative and engaging meta descriptions, optimizing headlines, and ensuring your content provides genuine value. Beyond the basics, it’s about understanding search intent, optimizing for voice searches, and ensuring your website’s technical SEO is up to par. SEO is an ongoing process, as algorithms and best practices evolve, so must your strategy.

Community Building

Community-building content aims to create a vibrant, engaged community around your brand or product. This type of content encourages interaction, fosters a sense of belonging, and builds a platform where your audience can share experiences and ideas. 

Effective community building is often centered around social media platforms but can also extend to forums, webinars, and live events. The focus should be on dialogues rather than monologues, encouraging user-generated content, sharing stories, and facilitating discussions that resonate with your community’s interests and values.


Educational content provides your audience with the knowledge and tools they need to understand your industry, products, or services better. This content type aims to inform, answer questions, and solve problems, empowering your audience to make informed decisions. 

Educational content should be clear, accessible, and actionable, breaking down complex topics into digestible pieces. Formats can range from how-to guides and tutorials to webinars and FAQs. The ultimate goal is to become a trusted resource, fostering long-term relationships with your audience.


Storytelling taps into the power of narrative to connect with your audience on an emotional level. Good stories humanize your brand, illustrating your values, mission, and the people behind your products or services. This approach can significantly enhance engagement, as stories are more memorable and impactful than standard marketing messages. Effective storytelling often involves customer testimonials, behind-the-scenes glimpses of your company, or narratives that highlight the positive impact of your products or services on real people’s lives. Grab some tips on telling effective stories in the video below:


Content aimed at awareness focuses on introducing your brand to potential customers and making your existing audience aware of new products, services, or features. This content should grab attention, make a strong first impression, and convey your unique value proposition. Awareness content is often broad and exploratory, designed to spark interest and curiosity. Through educational articles, engaging social media posts, and compelling videos, you can lay the foundation for a deeper exploration of your brand.


At the consideration stage, your audience is evaluating their options, and your content should help them see why your solution is their best choice. This involves addressing potential objections, highlighting the benefits of your offerings, and comparing them favorably against alternatives. Case studies, product comparisons, and detailed guides can be particularly effective, providing the information needed to move closer to a decision.


Decision content is tailored to nudge your audience from consideration to purchase. It provides the reassurance and validation needed to finalize their choice, focusing on closing the deal. This could include special offers, product demos, detailed testimonials, or money-back guarantees. The content should be direct, persuasive, and highlight the immediate benefits of choosing your solution, making it easy for the audience to take the final step.

Getting Clarity on Your Fintech Content Goals

Gaining clarity on your fintech content goals requires introspection and strategic thinking. Start by asking the following questions:

  1. What Are Our Core Objectives?
  • Are we aiming to increase brand awareness, generate leads, establish thought leadership, or drive sales?
  • How does each piece of content contribute to these objectives?
  1. Who Is Our Target Audience?
  • Can we segment our audience more finely to tailor content more precisely?
  • What are the pain points, interests, and behaviors of our different audience segments?
  • How does our content address the specific needs and preferences of these segments?
  1. What Action Do We Want Readers to Take?
  • Is our desired action clearly defined for each piece of content (e.g., sign up, download, contact us, read more)?
  • How are we facilitating that action through our content (CTAs, links, offers)?
  1. How Will We Measure Success?
  • Beyond basic metrics (views, shares, likes), what advanced metrics (conversion rates, lead quality, SEO ranking improvements) can give us deeper insights into content performance?
  • How do these metrics tie back to our broader business and marketing goals?
  1. What Is Our Unique Angle or Perspective?
  • What insights, expertise, or perspectives can we offer that are unique to our brand?
  • How can we ensure our content stands out in a saturated market?
  1. How Does This Content Fit Within Our Buyer’s Journey?
  • At what stage of the buyer’s journey does each content piece aim to engage (awareness, consideration, decision)?
  • How does it guide them to the next stage?
  1. What Is the Long-term Value of This Content?
  • Is the content evergreen, or will it need updating? How will it serve our audience over time?
  • Can the content be repurposed or updated to extend its life and value?
  1. How Will This Content Be Distributed and Promoted?
  • What channels (email, social media, blogs, webinars) will best reach our target audience with this content?
  • How can we ensure our content reaches its intended audience, and what promotional strategies can we employ?
  1. How Does This Content Align With Overall Brand Strategy?
  • Does the content reflect our brand voice, values, and messaging consistently?
  • How does it contribute to building our brand narrative and reputation?
  1. What Resources Are Required?
  • What human, financial, and technological resources do we need to create and promote this content effectively?
  • How will we allocate these resources efficiently across our content initiatives?

Remember, it’s common and often necessary to have multiple content goals. The key is to ensure they all align and contribute to your overarching marketing objectives. By understanding the different types of fintech content goals and ensuring clarity in your objectives, you can craft content that resonates with your audience, supports your marketing efforts, and ultimately contributes to the success of your brand. 

Want Additional Help Setting Fintech Content Goals?

Grab one of our additional resources that might help you solidify your fintech content goals: 

More Playbooks to Help With Fintech Content Goals

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