How to Create a Content Strategy for the FinTech Industry

How to Create a Content Strategy for the FinTech Industry

FinTech, or financial technology, is a hot topic in the business and financial world. And with a good reason: it’s a rapidly growing industry with so much potential.

But we can all agree that a good chunk of the content filling the FinTech space is pretty intimidating.

It’s full of jargon, insider terms, and many new concepts that can be tough to wrap your head around — a snooze fest for the average person, unfortunately.

That’s why, if you’re marketing in the FinTech space, it’s advisable to take a step back and look at your overall content marketing strategy.

Don’t just write to populate your site or blog — write with a purpose, write with your audience in mind, and think of every content piece as an opportunity to educate and engage your reader.


Fintech Content Marketing: What’s It All About? (Definition + goal)

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To be a thought leader in your industry, you need to start with a content strategy that’s on point. And that all starts with understanding what FinTech content marketing is all about.

So, let’s define it:

FinTech content marketing is the process of creating and distributing content (such as blog posts, infographics, eBooks, etc.) to attract and engage an audience in the financial technology industry.

It’s a sum of all the marketing techniques specifically tailored to the financial technology sector — a way to reach and connect with your target audience through providing value, thought-leadership, and education.


Benefits of Fintech Content Marketing

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Why should you even bother with a FinTech content strategy? Well, the following benefits might just convince you:

  • It Exposes Your Brand to New Audiences

The internet is a good source of information. People go online to search for answers to their questions, and if you can provide that answer through your content, you’ve just won yourself a new reader (read: a potential customer).

The idea is to get people to stumble upon your content through channels like search engines, social media, or even word-of-mouth and get them interested enough to check out your brand.

  • Builds Thought Leadership & Industry Expertise

To become an expert in your field, you must start pumping out quality content showcasing your knowledge and expertise.

It’s not enough to be good at what you do — you need to be able to share your insights and expertise in a way that’s easily digestible for your audience.

And that’s exactly what a content strategy can help you out with.

  • SEO-Friendly

Content marketing and SEO are like two peas in a pod. Good content will naturally contain the keywords your audience is searching for, making it more likely to appear on search engine results pages (SERPs).

And as we all know, ranking higher on SERPs can do wonders for your traffic and brand visibility.

  • Generates Leads & Sales

Your audience isn’t just made up of people who are interested in your content. It also consists of people interested in your product or service.

The goal of any marketing campaign is to generate leads and sales, and content marketing is no different.

By creating quality content relevant to your audience, you can funnel readers towards your sales pages and get them to consider buying from you.


5 Key Elements of Strong Fintech Content Marketing Strategy

Not all content strategies are created equal. A lousy content strategy will produce low-quality, irrelevant content that does nothing for your brand.

On the other hand, a good one will help you achieve your marketing goals and put your brand on the map.

So, what separates a good FinTech content strategy from a bad one? Here are five key elements:

Understand Your Target Audience

We can all agree that the internet is full of noise.

Many of the articles floating around these days have nothing of value to offer the reader– they’re fluff pieces designed to trick search engines and attract clicks, nothing more.

So, the only way to cut through the noise and reach your target audience is to create relevant content.

And the only way to do that is to understand who they are, what they’re interested in, and [what are] their pain points.

Solve Customers’ Problems

Once you understand your target audience, it’s time to solve their problems with your content.

Your content should be designed to educate, inform, and entertain your readers while providing value. It should answer their questions, help them overcome challenges, and make their lives easier.

To fully understand your customers, you should take the following steps:

Develop Buyer Personas

Think of your buyer persona as a fictional representation of your ideal customer.

It’s based on the data you’ve collected about your target audience, including their demographics, interests, needs, and challenges.

Research their education, job title, seniority, age, gender, income, and location.

You can even give your persona a name and a face to make them more relatable.

Brainstorm with Other Departments?

Your sales and customer support teams are always in constant contact with your target audience. They know their pain points, their interests, and how they like to communicate.

This valuable information can help you produce content that resonates with your target audience. So, don’t be afraid to brainstorm with other departments and get their input.

Do Competitor Research

You’re not the only one producing content in your industry. There are probably hundreds, if not thousands, of other companies doing the same thing.

So, it’s important to keep an eye on what your competitors are up to. See what type of content they’re producing, how they’re promoting it, and what sort of results they’re getting.

You can also learn a lot from your competitor’s mistakes. If you see that they’re not getting the desired results, try to figure out why and work on their mistakes. 

Let Data Guide Your Decision Making

Marketing teams have access to a lot of data these days. You can use this data to your advantage and let it guide your decision-making.

Gather data on website traffic, content performance, social media engagement, and anything relevant to your business.

You also want to look at your email open rates, eBook or white paper downloads, and other lead generation metrics.

This data will give you a good idea of what’s working and what isn’t. It will also help you fine-tune your content strategy and ensure you’re producing the right type of content.

An Educational Component

Don’t forget readers consume fintech content because they want to make better financial decisions.

So, your content should always have an educational component to it.

Your goal should be to educate your readers and help them navigate the complex financial world.

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Use simple language and avoid jargon as much as possible. And if you must use jargon, be sure to explain what it means.

You can also use infographics, videos, and other types of visuals to break down complex topics and make them easier to understand.

Demonstrate Thought Leadership

The financial industry is constantly changing, with new technologies emerging every day. 

To get customers coming back, you must prove that you’re at the forefront of these changes and that your fingers are at the pulse of these trends. 

Demonstrate that you’re a trustworthy and knowledgeable resource by producing content that shows you’re an expert in your field.

That could be blog posts, articles, white papers, eBooks, or even videos. Whatever format you choose, you must ensure the content is well researched and informative.

Note that becoming a thought leader won’t happen overnight. It’s a long-term strategy that requires dedication and consistent effort.

Leverage Outside Resources

You can’t be an expert on everything, and that’s okay.

Don’t hesitate to contact outside experts if you need help researching or writing a particular piece of content.

There are plenty of freelance writers and consultants who specialize in financial services content.

Collaborating with someone who knows the industry inside out can help you produce high-quality, informative content that will resonate with your audience.


Examples of Fintech Content Marketing

Below are a few examples of Fintech companies doing their content marketing right:

#1. AdvisorStream

AdvisorStream is an award-winning content marketing platform for financial advisors.

The company aims to help advisors “attract and engage clients through timely, targeted, and personalized content.”

AdvisorStream does this by curating and distributing articles from over 3,500 publications, including The Wall Street Journal, Financial Times, and Forbes.

Advisors can also use AdvisorStream’s content personalization tool to customize the articles they share with clients.

#2. Betterment

Betterment is an online financial advisor that provides personalized investment advice and portfolio management.

The company offers a variety of content to help its customers make better financial decisions, including blog posts, eBooks, webinars, and even a podcast.

#3. Wealthfront

Wealthfront is another online financial advisor that provides investment advice and portfolio management.

The company’s blog features articles on various topics, including investing, saving, retirement planning, and more.

Wealthfront also has an extensive library of eBooks and webinars on various financial topics.

#4. Acorns

Acorns is an app that helps people save and invest their spare change.

In addition to its blog, which features articles on topics like budgeting, saving, and investing, Acorns also has a robust library of video content.

The company’s YouTube channel features videos on various financial topics, including saving money, investing, and more.

#5. NerdWallet

NerdWallet is a platform dedicated to providing consumers with unbiased financial information.

The company focuses on providing financial clarity through various content formats, including blog posts, articles, videos, and infographics.

NerdWallet’s goal is to help consumers “make smarter financial decisions” by providing them with the information they need to make informed choices.

They have information on savings, credit cards, investments, and more.

#6. Chime

Chime is a fintech company founded on the premise that “online banking should be easy, helpful, and free.”

To do this, the company has partnered with regional banks to design financial products that place the customer first.

Chime’s blog features articles that break complex financial topics into simple, easy-to-understand language.

Their topics are broken into easy-to-digest how-to guides, infographics, listicles, and more.

#7. Robinhood

Robinhood is a commission-free stock trading platform that allows users to buy and sell stocks, ETFs, and options.

The company’s blog features articles on topics like investing, saving, and financial planning.

Robinhood also has a podcast called “Underhoodpod,” which features interviews with financial experts on various topics.

#8. Varo Money

Varo Money is a mobile banking app that offers users no-fee checking and savings accounts.

As one of the easiest ways to bank on your mobile phone, Varo Money is quickly becoming a popular choice for those who want to bank on the go.

The company’s blog features articles on topics like money management, saving, and budgeting.

Varo Money also has a YouTube channel with videos on financial topics like credit scores, investing, and more.

#9. Stash

Stash is a personal finance app dedicated to helping people improve their financial life.

From budgeting to investing, Stash provides many easy-to-use tools and resources to help people make the most of their money.

The company’s blog features articles on various financial topics, including saving, investing, and retirement planning.

Stash unites banking, investing, and advice all in one place so people can make the most of their money.

#10. SoFi

SoFi offers an easy way to take control of your finances. The app is a wholly owned subsidiary of RSF (Respondent Social Finance).

SoFi has a lot of content to help its users make informed financial decisions. That includes blog posts, articles, infographics, and even a podcast.

#11. Digit

Digit is a financial app that helps people save money without thinking about it.

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The app analyses your spending and income to automatically set aside small amounts of money into a savings account.

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Digit also offers a variety of resources to help users make the most of their money, including articles, blog posts, infographics, and more.

#12. Clarity Money

Clarity Money is a financial app that helps people manage their money and make informed financial decisions.

The app offers a range of free tools to help you track your savings, spending, and bills.

Clarity Money also has a blog with articles on budgeting, saving, and investing.


11 Fintech Content Marketing Strategies You Should Experiment With in 2022

11 Fintech Content Marketing Strategies You Should Experiment With in 2022

Here are 13 tried and tested fintech content marketing strategies that you can use to drive traffic and conversions in 2022:

#1. Go Mobile with Your Fintech Content Marketing Initiatives

Before you create content for your fintech brand, you must ensure you’ve optimized your website and blog for mobile. There are two ways to go about it:

The first is to create a responsive website design. That ensures that your website automatically adjusts to the screen size of the device it’s being viewed on. 

The second is to create a dedicated mobile app for your fintech brand. That can be used to deliver content, notifications, and updates directly to your users’ smartphones.

Here are the reasons why you should go mobile with your fintech content marketing initiatives:

  • Consumers spend an average of 5 hours per day on their smartphones. 
  • Over 2 billion people are using fintech services globally. 
  • There are over 4 billion active mobile devices worldwide.
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#2. Make social media a Priority

Social media should be a key part of your fintech content marketing strategy. Platforms like Twitter, LinkedIn, and Facebook offer a great way to connect with potential and current customers.

You can use social media to promote your content, drive website traffic, and build customer relationships. You can also use social media to deliver customer service and support.

Here are a few tips for using social media as part of your fintech content marketing strategy:

  • Make sure your social media profiles are complete and up-to-date. 
  • Post exciting and relevant content regularly. 
  • Engage with your followers and customers. 
  • Monitor social media for complaints and negative sentiment.

#3. Create Valuable Content

Create content that educates and informs your audience. The goal of your content should be to add value to your readers’ lives.

To do that, you need to produce high-quality, well-researched, and relevant content. That can be blog posts, articles, infographics, videos, or even podcasts.

Your content should also be shareable and engaging. That means using catchy headlines, beautiful visuals, and interesting facts and statistics.

Here are a few tips for creating valuable content:

  • Identify the needs and wants of your target audience. 
  • Create a content calendar to plan and track your progress. 
  • Publish new content regularly. 
  • Promote your content through social media and email.

#4. Focus on SEO

Search engine optimization (SEO) should be a key part of your fintech content marketing strategy.

SEO is the process of optimizing your website and content to rank higher in search engine results pages (SERPs).

The higher your content ranks, the more people will find and read it. That’s why it’s advisable to focus on SEO when creating and publishing content.

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Here are a few tips for optimizing your content for SEO:

  • Use keyword-rich titles and descriptions. 
  • Optimize your website for mobile. 
  • Publish high-quality and relevant content. 
  • Build backlinks to your content with every new blog post or article

#5. Collaborate with Other Brands

You can stand out by collaborating with other brands in the fintech industry.

Content marketing collaborations can take many forms, such as guest blogging, co-branded content, or even cross-promotions.

Here are a few tips for collaborating with other brands:

  • Identify other brands that are a good fit for your business. 
  • Reach out and pitch your collaboration idea. 
  • Negotiate the terms of the collaboration. 
  • Execute the collaboration and promote the content.

#6. Use Visual Content

People are visual creatures. They like it better when it’s easy on the eyes.

Include images, infographics, and videos in your fintech content marketing strategy. These visuals can help break up text-heavy content and make it more engaging.

Here are a few tips for using visual content:

  • Make sure your visuals are high-quality and relevant. 
  • Use infographics to simplify complex topics. 
  • Create short videos to promote your brand and content. 
  • Use engaging images to break up text-heavy content.

Examples of tools you can use to create visuals:

  • Canva 
  • Adobe Creative Suite 
  • PicMonkey

#7. Go Heavy on Branding

Your fintech brand should be front-and-centre in all your content marketing efforts. That means including your logo, tagline, and other branding elements in your visuals and copy.

Consistency is key when it comes to branding. Use the same colors, fonts, and messaging across all your content to create a cohesive brand identity.

Here are a few tips for incorporating branding into your content marketing:

  • Make sure your logo is included in all visuals. 
  • Use the same colours and fonts throughout your content. 
  • Use your tagline in every piece of content. 
  • Mention your brand name often in your copy.

#8. Repurpose Your Content

Don’t let all your hard work go to waste—repurpose your content to get the most out of it.

Content repurposing is the process of taking one piece of content and turning it into multiple pieces of content. For example, you could take a blog post and turn it into an infographic or an eBook.

Here are a few tips for repurposing your content:

  • Use social media to promote your content in different formats.  
  • Repurpose your blog posts into infographics, eBooks, or whitepapers.
  • Create a video series based on popular blog posts. 
  • Turn an eBook into a mini-course or webinar.

#9. Engage, Engage, Engage

Learn to interact with your customers with every little chance you get.

Engagement is a two-way street—it’s not just about promoting your content but also about listening to what your audience has to say and responding to their needs.

Here are a few tips for engaging with your audience:

  • Encourage comments and reviews on your content. 
  • Respond to comments and questions on time. 
  • Host webinars or podcasts and take questions from the audience. 
  • Engage with other brands and influencers in your industry.

#10. Overdeliver if You Can

In the fintech industry, it’s not enough to meet customer expectations—you need to go above and beyond to stand out from the competition.

One way to do this is to overdeliver your content.

Give your audience more than they were expecting, and they’ll be sure to remember your brand.

Here are a few tips for overdelivering with your content:

  • Bonus content: Include bonus content, such as exclusive interviews or behind-the-scenes looks, with every piece of content you produce.
  • Free resources: Create free resources, such as templates or cheat sheets, that your audience can use. 
  • Personalized content: Create personalized content, such as custom infographics or one-on-one video tutorials for your most loyal fans. 
  • Exclusive access: Offer exclusive access to your content, such as early access to new blog posts or videos.
  • Run an email marketing campaign 
  • Foster a community around your brand

#11. Analyse and Adjust Your Strategy

Finally, don’t forget to analyse the performance of your fintech content marketing strategy. Track your metrics and KPIs to see what’s working and what’s not.

Make changes and adjustments as needed to improve your results.

Here are a few metrics you can track:

  • Website traffic 
  • Number of social media followers 
  • Email list growth 
  • Engagement rate (likes, comments, shares) 
  • Conversion rate 
  • ROI

Examples of tools you can use to track your metrics:

  • Google Analytics 
  • Hootsuite Insights 
  • Sprout Social 
  • KISS metrics 

No matter what stage you’re at in your fintech content marketing journey, these tips can help you create a strategy that works.

If you need help getting started or want someone to manage your content marketing strategy, contact us today. We’d be happy to chat with you about your needs and see how we can help.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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