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Last Updated on February 13, 2024 by admin
Fintech content marketing best practices are dynamic and have evolved in the years since we originally wrote this piece, so we’ve updated it in 2024 to be more relevant.
Content marketing is no easy feat for most businesses. It goes one step further for businesses operating in a complex, ever-changing industry like fintech. Great fintech content marketing requires a sound strategy, the ability to produce high-quality content at scale, and the wherewithal to get that content in front of the right eyes.
Established fintechs and startups alike face obstacles across the board when it comes to effective storytelling that drives action. Fintech content marketing best practices can pave the way for success.
To help, we’ve outlined the top 10 fintech content marketing best practices. These are broken down into the different elements of content marketing to help you stay organized, efficient, and successful.
Fintech Content Marketing Best Practices: Strategy
 Know Your Audience
Audience Personas are an integral part a successful content marketing strategy, especially for fintechs. The high-tech andfast-moving nature of the fintech industry means trust-building is part of the content equation. Understanding the key questions and uncertainties of your audience should be part of the persona exercise. Personas provide insight into prospective customers, allowing you to create compelling, engaging content tailored to their needs. This is a can’t-miss step if you want your content marketing to be effective. Great storytelling requires an understanding and certain empathy with your target audience. There’s a reason it’s at the top of our list of fintech content marketing best practices.
 Know Your Fintech Content Marketing Goals
Of all the fintech content marketing best practices, having a solid strategy falls into the top three most important. A strategy maps out the shortest distance between execution and reaching your defined and documented business objectives. Writing down the content marketing goals and higher-level business objectives should be one of the first steps you take in launching a content marketing program.
 Fortify Your Team
Executing an effective, end-to-end content marketing program is hard work. Leveraging outside help can be beneficial for big and small fintechs alike. Technology is evolving at the speed of light, meaning fintechs can’t afford to divert resources from development teams. Working with a consultant or a content marketing agency can streamline content marketing while ensuring that the core business remains the core focus.
More recently, AI has stepped on the scene, adding a more affordable route to enhance and scale operations. Do we suggest you outsource all of your content production to AI from soup to nuts? Hell no. Do we strongly suggest that you find smart ways to leverage AI for fintech marketing communications to ease the burden on creatives and strategists? You bet. In fact, we have some great AI prompts to get you started.
Fintech Content Marketing Best Practices: Content Creation
 Get Organized
Before you start churning out high-quality content, map out the types and topics of content you’ll be creating. This is another place where AI can help. AI tools for content marketing run the gamut — from competitive intelligence software to content planning and optimization tools and beyond. These are a great place to start brainstorming and starting putting pen to paper.
Use a content calendar to plot out titles, distribution channels, and keywords that are relevant to the overarching story you’re trying to tell. This will help your team plan ahead so you have adequate content for key events or campaigns. It also keeps the team unified so everyone knows what’s on the docket.
 Don’t Limit Yourself
Content comes in many different forms and is inspired from many different sources. Consider creating videos to build credibility and trust. Consult your inbox to find client FAQs that can be repurposed into website content. Run a survey or commission research to generate data-driven ideas around future content.
Don’t forget to reference your audience personas to see how and where your target prefers to consume content. Younger generations may be drawn to shorter, engaging videos. Business-oriented audiences might be looking for buyer’s guides or longer-form reports, depending on their stage in the buyer’s journey. In fact, mapping different topics and media to different stages in the buyer’s journey (and across multiple personas) can be a great exercise.
 Don’t Skimp on Quality
No matter which types of content you’re producing, don’t churn out low-quality assets. Read: don’t pass off your entire content production load to AI or humans who lack the necessary grasp or experience to produce content on fintech-related topics.
Use discernment when hiring external teams or freelancers to create content and do your due diligence to choose creators that not only have a strong understanding of the industry and your company’s product-market fit but who understand your culture, tone, and voice. It may seem like a good idea to choose the path of least resistance in order to crank out content. But if that content is not aligned with your brand story, or the producer lacks domain expertise, you won’t reach your audience, you won’t see ROI, and you could do more damage than good.
Remember, the quality of your content is tightly coupled with the quality of your brand’s products and services in the eyes of your audience.
Fintech Content Marketing Best Practices: Distribution
 Don’t Miss the Earned Media Opportunity
Guest blogging is a highly effective way to generate awareness in front of new audiences and to boost SEO. Submitting articles to other fintech blogs, sites, or news publications that accept guest posts puts your brand in front of new eyeballs. If the site allows for follow links back to your website, you get the added benefit of a backlink. More quality backlinks means higher domain authority, making you more likely to rank higher on search engine results pages (SERPs). Of all the fintech content marketing best practices, this is one you don’t want to miss.
 Be Social
Social channels still play a large role in driving awareness for businesses. Given the convergence of social messaging apps and commerce via conversational commerce, it’s a storyline most fintechs should be familiar with. If a good portion of your audience lives and prefers to interact on one or more social channels, you should have a presence.
For B2B fintechs, LinkedIn is a safe bet. Consider how you can repurpose blog posts, videos, and other longer-form content for your LinkedIn page. Use a social media dashboard to organize status updates and social posts around your core content calendar.
 Hit Send, and You Shall Receive
Email has a median ROI of 122% – more than 4x higher than other marketing tactics (social media, paid search, etc.). When done correctly, email marketing can yield significant results that help push your best content in front of the right eyes at the right time. In other words, do not skip this fintech content marketing best practice.
Email can be finessed to meet your audience’s needs at every stage in the buyer’s journey. A monthly or bi-monthly newsletter with your most popular blog posts is a great way to drive awareness and engagement with your brand. Lead nurture sequences can keep prospects engaged and serve as a regular touchpoint between you and your audience. Remember, the goal in all of this should not simply be to touch your audience; you want to add value and make sure you’re answering questions, educating, and prompting them to take the next step.
 Be Findable
According to Search Engine Watch, 33% of search engine traffic goes to the #1 spot in Google search results. Ranking in that spot requires a dedicated, consistent effort in SEO. Don’t forget that content and SEO go hand-in-hand, so many fintech content marketing best practices will overlap with fintech SEO best practices. Be sure that your strategies for both are woven together and that objectives are aligned.
Your website core pages should be optimized for core keywords and your overall fintech content marketing strategy should target both core and long-tail keywords to boost your rankings and help people find you as an authoritative source to their most pressing questions.
Fintech Content Marketing Best Practices to Bend and Break
As the saying goes, “rules are made to be broken.” Not every fintech content marketing best practice needs to be followed to a T. Fintechs are familiar with disruption, which never happens due to someone checking all the boxes and following all the rules. These are foundational concepts that can help you hone your storytelling and ensure messaging gets in front of the right audience. At the end of the day, you know your fintech better than anyone else. Some of these may need to be bent or altogether broken to achieve the desired result.
Want More Fintech Content Marketing Best Practices?
Looking for more in-depth fintech content marketing tools and tips? Check out one of our helpful guides: