Last week, we discussed the “Buyer’s Journey” and “Customer Lifecycle” frameworks for fintech content marketing programs. This week, we delve into two more frameworks to take your fintech content marketing program to the next level.
The “Content Pillar” Framework
This framework focuses on creating a set of “content pillars“, or key topics that are central to the organization’s business and mission. This aligns the content created with the organization’s overall strategy and messaging.
This framework can be applied to fintech content marketing programs by identifying key topics that are central to the organization’s business and mission. These topics might include financial education, cross-border payments, embedded finance, or other topics pertinent to your brand. Once you have your set of topics, the next step is to create “content pillars” around those topics.
In action, your fintech content marketing program might look like this:
Identify key topics: Identify key topics that are central to your business and mission, such as financial education, international payroll, or credit card programs.
Develop content pillars: Develop a set of “content pillars” around those key topics, which can be used as the foundation for your fintech content marketing program. Each content pillar should include a specific topic, target audience, and a set of subtopics that will be covered in the content. So, if one of your topics is credit card programs, you might want to include subtopics like sponsor banks, compliance management, and digital programmable rewards.
Create a variety of content: Once your topics and pillars are in place, aim to create a wide range of content types, including blog posts, infographics, videos, social media posts, and e-books, that will inform and educate your target audience.
Promote and distribute the content: Promote and distribute the content through various channels, such as social media, email marketing, and paid advertising.
Measure and optimize the results: Measure and optimize the results of your fintech content marketing programs by tracking the performance of each content pillar, such as views, engagement, and conversions.
Building your fintech content marketing program around this framework ensures that content is aligned with the overall business and mission and that it will be of value to their target audience. Additionally, you can create a variety of content that informs and educates your target audience, and track and optimize the results to improve the effectiveness of your content marketing efforts.
The “Content Funnel” Framework
This framework focuses on creating a content funnel based on a series of stages that a visitor goes through from the first point of contact to becoming a customer.
Here’s how it could work for fintechs:
Identify the stages of the funnel: Identify the stages of your content funnel, which could include stages such as awareness, interest, evaluation, and conversion.
Create content for each stage: Create content that aligns with each stage of the funnel, such as:
Awareness: Blog posts, infographics, and videos that educate and inform potential customers about the financial products or services offered.
Interest: Case studies, webinars, and whitepapers that provide more in-depth information about the products or services and how they can meet the customers’ needs.
Evaluation: Product demos, free trials, and testimonials that provide potential customers with the information they need to make a decision.
Conversion: Calls-to-action, landing pages, and forms that make it easy for potential customers to convert into a customer.
Promote and distribute the content: Promote and distribute the content through various channels, such as social media, email marketing, and paid advertising, to reach the target audience at each stage of the funnel.
Measure and optimize the results: Measure and optimize the results of content marketing efforts by tracking the performance of each stage of the funnel, such as views, engagement, and conversions.
Frameworks for Fintech Content Marketing Programs: Which One?
As you’ve probably realized by now, there is a significant amount of overlap between frameworks for fintech content marketing programs. The key is to choose which framework aligns with your mission, internal capacity, and overall objectives.
Ultimately, content marketing should be used to help your audience. No framework will work if:
- Your content is subpar
- Your content is overly promotional
- You don’t create and promote content strategically
- You don’t have solid audience personas (you don’t understand your audience)
- You don’t tie content marketing to business objectives
Take care of the bullets above first, and then determine which framework works best for your fintech content marketing program. The results will speak for themselves.
