There is no such thing as “too much content”. The more, the merrier your marketing will be. Unlike certain currencies, content is convertible and transferable and reusable. It can be repurposed to serve not only the needs of marketing, but other departments and objectives as well.
This limitless quality of content makes it an incredibly important asset to fintech (and other) companies, who are often strapped for time and resources. A singular investment in creating high-quality content can yield returns for years to come, if that content is leveraged to its full extent.
In this first installment of “State of Fintech Marketing”, we’ll look at some of the different types of content and how to extend the shelf-life of each.
Written content, or copy, makes up a large percentage of marketing content. It serves a number of roles, from educating people about your products and services on your website (web copy), generating leads (landing page copy, white papers), and enabling your audience to keep a pulse on the industry (guides, blogs, news articles). The examples below are the different types of written content assets along with tips on how to make the most of each.
Blogs and web articles are a major entry point for your audience to your website. They are flexible enough to support any stage of the buyer’s journey, though they are largely used as awareness-generating content pieces. If you have a complete content strategy, you’ll likely use blogs to achieve keyword ranking goals for organic search. Blogs can also be distributed on social channels and through email campaigns. Guest posts (blogs you write and post on third-party websites) are another great way to contribute to your organic strategy as they can help increase domain authority by earning quality links back to your website. are the front doors to your website.
How to Use Blogs for Maximum ROI:
- Target core & long-tail keywords for rankings (tip: use this keyword research guide)
- Promote relevant content to your social audiences
- Use them to drive traffic to landing pages
- Cut into snippets (highlight data, infographics, fun facts, etc.) for posting on social channels
- Repurpose blog topics into fresh articles that can be pitched to industry-specific publications like PaymentsJournal.com, PaymentsWeek.com, or mobilepaymentstoday.com
- If you create a blog called “State of Fintech in 2019” for your blog, consider adding an angle to create a new piece that can be pitched to publications: “State of Fintech for Merchants in 2019”
- Include links to your top 3-4 blog posts in your enewsletter
- Link to relevant blog posts in a “p.s.” to your email subscribers or in highly targeted drip or nurture campaigns
- Use relevant snippets of blog posts to answer relevant Quora questions to position yourself as a thought leader in your industry.
High-quality long-form content like white papers can be used as gated assets to highlight your technical expertise and generate leads. These can position your company as a thought leader in your industry and generate a lot of buzz. Additionally, it provides a way for you to present your company’s solution on a high level and in a way that is helpful to your audience. Helpful content performs best; by providing industry insights, solutions to problems or new opportunities, you become a respected authority. Decision-makers turn to respected authorities when evaluating solutions, tools, products, and services. Create a landing page with a form and distribute a link to the landing page on social channels, in blog posts, and via email campaigns to start generating leads.
How to Use White Papers for Maximum ROI:
- Structure them correctly using this template
- Promote your white paper landing page via blog articles and guest posts that link to the landing page.
- E.g. If your white paper is title “State of Fintech in 2019”, consider writing a promotional blog (with a link back to the landing page) on a related topic called “What Banks Need to Know About the State of Fintech in 2019”.
- Promote white papers to your target audience via teaser snippets on social channels
- Break the white paper into individual blog posts that can be used to either promote the landing page (driving people to enter their name for a complete download) or as standalone pieces that target core keywords
- Create standalone infographics from data or statistics used in the white paper
- Use for social promotion
- Include as visuals in related blog posts
- Link to white paper landing page in a “p.s.” to your email subscribers or in highly targeted drip or nurture campaigns (e.g. “P.S. Get insights on the future of the industry in our latest white paper: “State of Fintech in 2019”)
- Print for or share with sales teams to use as sales collateral/aids.
Case studies are an excellent tool to build trust and credibility through others who have used your products or services. It can be beneficial to take your “sales hat” off and step away from your traditional brand voice with certain pieces of content. Case studies enable past or current client and customers to sing your praises and build a case for you. Case studies tell the stories of your best clients and how they benefited from working with your company. They should walk your audience through the problem/pain point as well as the solution your company implemented and the results for the client. Also be sure to include quotes from these clients, which can aid in building trust and make the story more personal for other decision makers who may be reading. Case studies can be very effective at moving middle- and bottom-of-funnel prospects to the next stage.
How to Use Case Studies for Maximum ROI:
- Create images/visuals out of testimonials, which can be shared on social channels or featured throughout your website.
- Promote case studies via blog articles and guest posts that link back to the case study.
- Rewrite case studies for inclusion in your enewsletter or link to the original case study in drip/nurture campaigns as a way to follow up with prospects
- Use quotes from the case study in sales presentations
- Link to the case study in press releases announcing new product/service offerings to allow people to see how you’ve earned results for other clients
- Create standalone infographics from results earned for clients (with their permission) to promote:
- On social channels
- As visuals in related blog posts
- Turn it into a video case study
- Repurpose the information from your case studies for use in webinars and at trade shows to provide concrete examples of how prospects can solve problems or accomplish objectives with your product/service
- Link to case study landing page in a “p.s.” to your email subscribers or in highly targeted drip or nurture campaigns
- Print for or share with sales teams to use as sales collateral/aids.
Great fintech content has the power to move mountains prospects down the funnel. High quality content doesn’t have to be a huge financial investment, either. Creating solid content from the start provides a repository from which you can pull, repurpose and recreate well into the future. The key is to create the right types of content for the right audience to ensure your message is getting in front of the right eyes at the right time.