Last Updated on October 12, 2021 by admin
According to the Content Marketing Institute, 79% of B2B marketers reported their organization has a content marketing strategy. That same report pointed out that blogs and short articles continue to top the list of content types used by organizations. While producing any high-quality content is a win, sticking to blogs alone can limit your ability to connect with your audience.
I want to preface this article by stating that blogs are an amazing tactic to have in your fintech marketing toolkit. It’s our primary content marketing tactic at Content Rewired, and we’ve been able to see double-digit YoY growth to our site by increasing cadence and improving keyword research:
So we’re not advocating that you ditch blog posts or do less of them. Instead, we’re encouraging fintechs to branch out to other media and promotional tactics. Content marketing is definitely an area where “the more, the merrier” holds true. Let’s look at a few reasons why this is the case.
Video Is On Fire
Sixty-eight percent of B2B marketers reported using pre-produced video as a content marketing tactic last year. Part of the reason is that videos are now easier to produce than ever. What once required expensive equipment and software can now be accomplished with a smartphone and an app or two.
More importantly, video is an exceptional way to communicate with your audience and provides visually stimulating content for those who are less apt to scroll through longer blog posts and articles. Many fintechs are also leveraging social media channels for distribution, and that includes both pre-produced and live streaming video content. Due largely to the pandemic, live streaming content increased to 29% from 10% in 2020.
Fintech Can Be a Niche Market That Requires Niche Content
Fintech is a broad umbrella that covers many other sub-categories, including investing, payments, cryptocurrency, insurance, and more. Depending on how niche your business is, your audience may have a harder time connecting with written content, which is why it’s important to have a well-rounded fintech marketing toolkit.
If you’re creating content for a niche that tends toward the dry side, or if your audience is difficult to reach online, you’ll have to get more creative. This is another opportunity to experiment with videos, but you may even want to branch out further than that.
For example, if you’re in the crypto space, why not leverage a little bit of crypto magic for your content marketing? As NFT (non-fungible token) technology rises in popularity, it makes a compelling case for brand storytelling. An NFT is a special type of cryptographic token that is a unique digital asset. That means it can be used to certify brand content like videos or audio, which can aid in the protection of said content from theft, copyright infringement, and deepfakes.
Podcasts Are Popular
Just over a quarter of B2B marketers report using podcasts in 2020. As of this year, there are more than two million podcasts with over 48 million episodes in existence. Almost 6 in 10 U.S. consumers over the age of 12 listen to podcasts. If you don’t already have podcasts in your fintech marketing toolkit, it might be time to add them.
Implementing podcasts into your content marketing strategy and producing them regularly can not only boost brand awareness but generate a loyal audience that looks to you for guidance. Podcasts provide listeners with the flexibility to consume content on their schedule and at their convenience. That means they can tune in, pause, and come back later. Or they can listen in during a long drive or train commute or even on a run.
A bonus is that podcasts can always be transcribed and posted on your website or transformed into a blog post to accompany the episode. It offers a lot of flexibility to both your brand and your audience.
People Still Enjoy Deep Dives
Don’t forget about long-form content like ebooks, reports, white papers, and analysis. These types of content are great for marketing to people lower in the funnel and can provide some critical details and information to an audience whose interest has been piqued by another piece of content on your site. This type of content is also crucial as part of a demand generation strategy.
Fintex is complex, so a blog post or short article is often not enough real estate to get to the heart of critical matters. Blogs can be great to drive awareness or to highlight problems that businesses may not realize they have, but long-form content can round out the storytelling by delving deeper into potential solutions — and outlining why your brand has the best solution in the market.
Tl;dr: Keep on producing blog posts! But be sure to experiment with other types of content to round out your content marketing arsenal. Chances are, you have a very unique, diverse audience composed of people who have different content consumption preferences. Do your best to cater to as many tastes as possible with a robust fintech marketing toolkit, and you’ll likely see positive results.
Want more guidance on how to use content marketing to convert fintech customers? Check out our Fintech Customer Acquisition Playbook.