Are you struggling to grasp what makes a solid FinTech content strategy?

There’s so much conflicting information. It can be challenging to understand how best to leverage content marketing tools, tactics, and strategies to uplift your business.

Not only that, but the sheer magnitude of work involved with building a solid FinTech content strategy seems insurmountable.

If you want a  content marketing strategy that offers high ROI, it’s simple.

Follow this guide for a complete walk-through on how to strategize, plan, produce, distribute a killer FinTech content marketing strategy for 2021.

What is a Robust Fintech Content Marketing Strategy?

Content marketing brings together sales and marketing using compelling content strategies to engage potential customers and move them down the sales funnel.

Your FinTech content marketing strategy communicates your unique selling points to your key audience segments.

This tactic boosts brand awareness and drives higher ROI through call-to-action touchpoints.

While 77% of businesses have a content marketing strategy, only 9% of those firms believe their strategy to be excellent.

But why is this? What does a good FinTech marketing strategy look like?

A robust FinTech content marketing strategy uses data-driven insights to form SMART (specific, measurable, attainable, relevant, and time-bound) goals. These goals are relevant to the specific needs of your business and target audience.

Targeting key buyer personas, a robust content strategy pairs dynamic content campaigns with suitable platforms and relevant audiences to meet those goals.

The overall aim of your FinTech content marketing strategy is to:

• Communicate your company’s voice, narrative, ethics, values, and unique selling points
• Promote products and services
• Build brand awareness
• Establish brand expertise and authority
• Build customer loyalty and audience trust
• Drive lead generation
• Boost sales and revenue

How will my fintech content marketing strategy help my business?

An effective content marketing strategy enables you to understand your target audience.

This helps you to identify their problems, and solve these issues. In doing this, your brand builds a reputation for trust, authority, and expertise.

A streamlined content production process will help you understand customer and industry trends to segment your audience for better targeting.

With a strong understanding of your audience preferences and current trends, you’re better equipped to devise cohesive content campaigns to drive revenue to your FinTech business.

Take Backlinko, for example.

With the aim to increase conversions, the SEO consultancy firm noticed that customers were hankering for up-to-date content.

By embarking on a content campaign to upgrade old content, Backlink saw conversions increase by 785% in one day!

Alternatively, consider David Kranker Creative. The dynamic content strategist was tasked with increasing web traffic to a law firm website.

Noticing that customers had trouble navigating between valuable content links, the marketing agency created one landing page with 28 links to education-based content.

Organic traffic increased by 1,196%.

For FinTech businesses, content marketing is no different. With a robust strategic plan, you can identify your key target market in the FinTech space. This makes it easier to personalize content to engage this audience and increase conversions.

How to Build a Robust Fintech Content Marketing Strategy: a Step-by-Step Walkthrough

Brands with a consistent content marketing strategy experience 23% increase in revenue growth. Want this kind of growth in the FinTech space?

This section will give you a step-by-step walkthrough on how you can build a robust, consistent, FinTech marketing strategy with high ROI to drive your FinTech firm’s growth.

Step #1: Know your unique value proposition

Your FinTech marketing strategy should be led by your unique value proposition (UVP) or unique selling point (USP).

For financial services companies, your UVP signals to your customer the value you bring, what you stand for, who you serve, and how you do this differently than any of your competitors.

Having an intimate understanding of your UVP enables you to pinpoint problems in the FinTech space and communicate effectively how you’ll solve them with your financial technology.

By knowing the problems you solve, you’re better able to scout out your niche FinTech audience.

Chase the problems your financial technology solves, and you’ll find the demand.

Consider Budapester. The German luxury fashion retailer focused on better communicating their UVP to their target market, and boosted their mobile conversion rates by a third.

Check out how FinTech app, Digit, showcases its USP:

(Image Source)

The Digit app helps users to optimize their saving habits by automatically deducting money from their salary and saving it in an FDIC-guaranteed savings account.

The FinTech brand’s UVP is “Save money, without thinking about it”. This is a top-notch UVP for a number of reasons.

It identifies the features of the financial technology and the value it brings a specific type of customer. It considers the customer’s problem, and offers a realistic and accessible FinTech solution.

Most importantly, it does it all in one sentence.

Step #2: Create customer personas

Since 80% of companies see a boost in revenue when they personalize their content marketing campaigns, it’s shrewd to know your target market intimately.

Identify your ideal target customer by analyzing your existing client base. Your very best existing customers are the ideal business personas to target.

Map the common behavioral trends among your existing customers and create customer avatars based on this information. Ask yourself:

• Which of my FinTech products are customers buying most?
• Who are they and what are they like?
• Where else are they present in the FinTech space? On social media? On forums?
• What kind of content do they consume?
• Where do they consume it? How? And in what format?
• When does my target market consume content and for how long?

By scraping together a picture of your customers as real personas, you can create lookalike audiences to whom you can segment your content.

Combine segmentation and personalization to experience better marketing ROI and higher valuable content conversions for your FinTech business.

Take Society Socks.

The ethical sockwear brand improved survey response conversion rates by 200% using a highly-personalized email marketing campaign.

Step #3: Set SMART goals

Every FinTech marketer knows that if you want to increase content campaign success rates, set SMART goals. In fact, those marketers that set goals are 376% more likely to experience success with their content strategies.

SMART stands for specific, measurable, attainable, relevant, and time-bound.

Set goals that pertain to particular key performance indicators (KPIs). By doing this, you’ll better allocate your resources to the content campaigns that succeed.

If your aim were to improve FinTech lead generation, your key performance indicator could be your rate of new email subscribers during a six-month period.

Your SMART goal could be to 3x new email subscribers over six months.

Step #4: Define content marketing metrics

To meet your SMART goals, you need to define clear content marketing metrics that are relevant to the FinTech industry. These benchmarks help you monitor and measure progress from the outset.

By doing this, you can identify key engagement trends and pinpoint where content resources are being wasted.

Look at KVIE, for example.

The PBS member TV station wanted to increase viewer donations but had no idea where to start. By setting clear content marketing metrics, the TV station was able to identify the ideal locations for call-to-action touchpoints, increasing clicks by 5%.

Work out what variables you’ll measure and when you’ll monitor progress.

Consider content metrics for these seven systems:

• Lead generation
• Lead qualification
• Lead management
• Lead nurturing
• Product or service presentation
• Closing
• Next Sales

Step #5: Set your budget

Set your FinTech marketing strategy budget from the outset so you can monitor which campaigns produce high ROI and which drain financial resources.

If you don’t keep a check on your outgoings, you’ll be surprised at the cost — many companies say that they need at least $10,000 a year to achieve their goals

With over 60% of marketers upping their content marketing budgets this year, it’d be wise to ensure you’re investing your marketing resources correctly.

Start with a small budget and use quality content analytics tools to discern which campaigns return the best investment. Scale up your budget based on these content consumption trends.

Remember to consider the costs of tools, staff, infrastructure, and advertising.

If you’re unsure how to put together a digital marketing budget for your FinTech business, check out our free guide on how to design your content marketing budget.

Step #6: Research content marketing trends in the FinTech industry

Find out which types of content prosper on which platform and with which target market.

By understanding how your target market likes to consume content from the FinTech industry will help you to devise strategies based on these trends.

For example, video marketing is an extremely effective content marketing tactic to convert your audience, which is why 85% of businesses use it and 89% say it offers excellent ROI.

Find out which types of video content financial technology consumers enjoy and where they access it, and you’ll be able to leverage this visibility for higher sales. If you are considering creating video content, choosing the right video hosting platform is essential to ensure seamless delivery and a positive user experience for your audience.

To effectively engage potential customers and convey complex ideas, businesses often create an explainer video that simplifies concepts and showcases their products or services in a compelling visual format. Explainer videos are used by 72% of brands because over 95% of consumers watch an explainer video before purchasing a product.

In fact, when asked, 36% of buyers said they wanted more educational video content from brands.

Alternatively, think about joining the 49% of businesses that post presentation videos, since 84% of consumers are persuaded to buy after watching a brand’s video.

But what’s the ROI like?

According to recent statistics, video marketing could increase your web traffic, boost FinTech lead generation, drive sales, and reduce customer support calls.

Step #7: Assemble your content marketing team

A full FinTech content marketing strategy is a lot to take on alone.

With a thriving content marketing team, you’re 3x more likely to get good ROI from your campaigns.

Find experts that know the tools, tactics, and techniques for each content role in your marketing team.

Depending on the needs of your FinTech business, consider hiring:

• A FinTech content writer
• An SEO manager
• A social media manager
• A graphic designer
• A video marketer
• An audio editor

Remember that you can always outsource to a marketing freelancer for smaller or infrequent jobs.

Consider these four questions when determining what work to do yourself and what to hand off:

• What do you know how to do and enjoy? Do these tasks yourself.
• What do you know how to do but don’t enjoy? Train a junior to take them over.
• What don’t you know how to do? Hire an expert or a content marketing agency.
• What do you know nothing about? Hire a marketing consultant.

Step #8: Set up content marketing tools

According to 68% of B2C marketers, content marketing tools make it far easier to interpret metrics and glean insights on your audience’s trends.

Top tools will package data into visually accessible reports to clarify campaign results and pinpoint focus areas.

Join the 86% of content marketers using analytics tools to improve their campaigns.

Take Envelopes.com.

The custom printing brand managed to increase email conversion rates by 40% after using analytics tools to identify cart abandonment as the issue.

Step #9: Craft your strategic content campaigns

Content campaigns should be created in line with your SMART goals. Identify your target persona, the content formats they enjoy, and the platforms they use.

When it comes to content creation, consistent branding can help increase revenue by nearly 25%.

Consider Growth Rock’s e-commerce client who had a goal to increase web conversion and reduce cart abandonment. You need to engage your readers while they’re reading the blog. You can increase user engagement on your blogs by using web conversion tools inside your content.

By consistent rebranding of their product pages with updated web copy, checkouts increased by 13.9%.

Quality and regularity are always more important than quantity.

As Hubspot’s product manager, David Ly Khim puts it, “The quality of content is not about the length or the number of images or the design. It’s about the value that readers get out of it.”

Step #10: Schedule  and publish your content

Use your content management tools to schedule your campaigns to release on a regular basis. After all, consistency is key.

Try tools like HootSuite, SocialSprout, WordPress, ClickFunnels, and Mailchimp.

Use your analytics platforms to work out when you get the most engagement and post at those times.

In general, most emails are opened on Tuesdays at 1pm, while Facebook posts experience the most activity at 11am and between 1pm and 2pm.

Try an editorial calendar to schedule your content more clearly.

Step #11: Monitor and measure engagement and feedback

According to over a third of marketers, data-driven content marketing insights are the most important element in their marketing strategy.

Use your analytics platforms to learn from your campaigns.

Measure how well you’ve achieved your content marketing goals, monitor your investment return, and identify where resources are being most effectively spent to drive better ROI in future.

Conclusion

Now you have a better understanding of how to build a robust FinTech content marketing strategy, use it to boost ROI.

Nurture customer trust, grow brand awareness, encourage audience engagement, and increase conversions using solid FinTech content marketing strategies outlined in this article.

Learn from successful marketers everywhere, who use SMART goals and analytics tools to segment their target audience and personalize campaigns.

Got more questions about your FinTech content marketing strategy? Don’t hesitate to reach out to the experts at wordable.io.

Kevin Kessler

Kevin J. Kessler is a published author of five fantasy novels, a professional wrestler, and a puppeteer (not all at the same time). Kevin is a content writer at Codeless.

https://getcodeless.com