What does separate good from excellent content marketing that performs in the Fintech industry?
Research shows that Fintech is expected to grow at a Compound Annual Growth Rate (CAGR) of 25-30% between 2019 and 2025.
With such high growth predictions, companies have more money to invest in marketing, including content.
With marketing budgets growing each year, the room for errors is shrinking.
In return, this means that from day one, you need to pay attention to the strategy that produces the best results.
Today we will discuss the best Fintech content marketing strategies and methods that can help you distinguish your business in this competitive niche.
What Are the Basics of Visitors Conversion Cycle?
Even people with a cursory knowledge of content marketing have heard about Content Marketing Conversion Funnel.
The idea is that depending on the level of interest in your product, you can divide people into layers.
Each layer has defined marketing tactics for the best results.
From the image above, you can understand where the name funnel comes from.
With each step towards sale, the content you present to the page visitor becomes more and more specialized.
Fintech is one of the industries where this jump is easier to spot since a very small number of people are interested in in-depth analysis.
The line is even more visible since those looking to invest in Fintech solutions will go far to find every bit of information before committing their money online.
With a clear idea of WHO we want to talk to, we can start discussing how we NEED to talk to them.
What Can You Do Today To Get Successful in Converting Visitors Into Customers
Everybody, including us, talked about tricks and strategies you can use in general content marketing.
Pretty much the same principles apply to Fintech campaigns, but there are some differences.
So, if you follow our work, a lot of today’s recommendations will look familiar with slight twists.
Let’s jump in.
1. Customers Have Best Stories
Using testimonials in marketing is as old as the marketing industry itself.
Even though the products described in the content are yours and you know them the best, more people will convert thanks to stories your current customers can tell.
Well, the answer is hidden in human nature. We are more likely to trust people that come from the same background and have similar experiences.
If you are running a Fintech company with satisfied customers, you can partner up with them in a combined marketing effort.
Both sides get name recognition from public talks of successful partnerships.
There is no paid ad that can garner recognition as fast as praise from a loyal partner.
You can also use the power of user generated content(UGC) to promote your business, and get free promotional content created by your customers.
2. Straight and To The Point
When talking to your friends, do you get the feeling that everybody has less and less time to waste on studying?
Attitude like this leads readers looking for straight answers to two questions:
- What benefits can they expect?
- How do they get those benefits?
Every segment of your content should answer both questions.
To drive the point home, mark them in bold letters or put emphasis on it if you present it in video format.
3. Power of Connected Articles
The content you publish should work as a team pulling toward one goal - converting visitors to customers.
But you usually can’t do it with a single article.
So, in the planning stage, take into consideration what topics you want to cover.
Create articles or videos so they fill the gaps and expand on each other.
Initial structure of your content plan should look like a tree.
The idea is to have a few core(pillar) articles that go in broad about the topic.
From those core blocks, the goal is to have a more specific and deep analysis of the smallest segments until you cover the whole topic.
It will help you become the authority for a specific topic.
Internal links from one article to another help visitors follow your story and get a full picture of your expertise.
Of course, as the number of articles grows, the structure gets more complex.
Even then, visitors' sessions are more enjoyable with the tactical use of internal links and at same time to tell the full story about your product.
4. Include Competitors
Old ways of running marketing campaigns and considering mentioning competitors within the articles would be an insane idea 15 years ago.
But is it so crazy?
Modern marketing doctrine allows you to talk about your competitors to your benefit.
For instance, in competitive articles, you are setting points of comparison and with a logical conclusion about the better solution for specific needs.
When you write about head-to-head matches with industry peers, it is OK to acknowledge valid advantages they have.
People buy products that are suitable for them, not the best products in the market.
We can also have situations when people use search engines to find alternatives to some products.
In this case, there is no need to create interest.
It is already there since the person most likely is looking to change providers or consider another solution to use.
5. Divide Content in Groups
Over time the pool of your content will grow to hundreds or even thousands of instances.
To make visit sessions more user-friendly and personalized, separate your content in categories relative to the subject.
An even better solution is to add tags to articles, so one article can show in different groups.
The majority of marketers believe that adding a search section is sufficient.
However, visitors' terminology may differ from yours.
6. Long Format Talks
Have you noticed how Hollywood movies manage to condense a 1500-page book into a two-hour movie?
The same principle you can apply to your content.
Long conversations on the industry's ins and outs are more digestible than written form with the same depth of analysis.
A perfect example is a comparison between a Finance professor’s research published in a science magazine and an hour-long lecture.
Nothing is standing in your way to make it into a lecture video.
You can spice it up with a few remarks in the Q&A section, where experts can answer questions bugging your audience.
Neuroscience research shows that after three days, people remember 10% of the information they read, but if they watch it, they remember 65%.
In essence, videos deliver the same information in less time than written content, and memory lasts longer.
7. Make Content Where Your Product is Not The Star
When the whole content is centered on a single point, it can feel forceful and, after a few articles, dull.
Remember, it is your content, and you can discuss any subject you want.
For instance, companies working with loans for real estate can have content about regulations that affect potential buyers in some states.
So, you will attract people interested in regulations that are already in the market for buying commercial space or housing.
Conversion from visitor to customer is easier if you catch them when they are already at the bottom of the conversion funnel.
8. Use Infographics To Emphasize Main points
Email campaigns do not have too much time or space to deliver the first push to steer the reader to the rest of your content
A visual image such as a chart or diagram used to represent condensed information or data is called an infographic.
Such diagrams are placed in the top part of your content ensuring the reader gets a short message and increases interest in the rest of content.
In addition, infographics are the perfect medium to share information on social media making sure you convert readers with casual interest into landing page visitors.
9. FAQ Section Is For Visitors and For Search Engines
On first glance you would say FAQ's sole focus is to address readers’ needs, and that is only partially accurate.
Study shows that 27%of queries on Google are in the form of a question.
So, if you use the most commonly asked questions in your content Google will recognize it as a perfect match and position your page higher on SERP.
Frequently asked questions(FAQ) sections allow you to expand your take on the subject without adding too much to content length or complexity.
Modern-day marketers use FAQs to insert internal links and/or calls to action, and you can use it for internal linking of your other articles.
10. All Work and No Play
Strategically placed interactive content brings a few important benefits when visitors consume your content.
1. Faster Learning
Small connect-the-blocks play between terms and definitions has a deeper impact on the reader than simple graphs showing their relations.
It is a well-known fact that people learn faster with visuals and even faster with practice.
2. Creating Pause Without Pause
Flipping tiles to reveal the main points of your content can give enough time for readers’ brains to rest and process the last few lines.
Since information is still related to the article's topic, the reader remains focused on that one thing.
3. Make Direct Relation Between Content and Success
Remember, when you were starting the business and sales, every book about sales used the same trick in the first chapter.
Guiding you to make that initial steps and close the first sale.
With this trick, the writer boosts interest and senses that the reader can succeed with that exact book.
You can create the same connection if the reader can serve virtual customers with your product.
For example, they are connecting multiple accounts for cheaper transactions and conversions.
11. The Early Bird Gets the Worm
A Fintech company that first gets recognition for a new product release receives the largest branding boost.
Basically the same as in any other competition.
That implies you should begin spreading content about it well in advance of the release date in order to achieve the best outcomes.
Even if you are releasing a product that is new just for you and competitors have it for years, you should start creating buzz about the product months before the release date.
With such an approach, you give time to your targeted audience to get familiar with the benefits and detriments if your solution is worth their time and money.
What to do With These Fintech Content Marketing Strategies?
In essence, you know what you need to do.
And if you're ready to dominate the Fintech niche and growt with these best content marketing strategies, you should immediately start working on it.
Because even with the guidelines we provided, you have a lot of work in front of you.
Knowing how to implement these strategies every time requires months and years of work to thrive.
Still have questions?
Book a 30-minute call to learn how you can improve your content marketing strategy and how we can help you achieve your goals.