How often do you think about what makes excellent Fintech content?
Same as for any other work answers are separated in two main groups:
DOs and DON’Ts.
To help get closer to the great content in today’s article we will focus on the second group.
We will mention a few mistakes that are obvious and some that have opposite effects than most writers expect.
To help you even further, we will discuss preventive measures you can use to make corrections on your already published content or eliminate mistakes in the writing process in future.
Let’s jump into it.
11 Mistakes to Avoid When Writing Fintech Content
However you look at it, writing high-quality content is not an easy task, especially in a high-stakes industry like Fintech.
The first step for any content writer is to avoid mistakes that can negatively impact the company they are writing for.
This requires experience and skill more than creativity.
As a writer, if you can identify content writing mistakes and implement guidelines to mitigate their effect, your workload will drop, and at the same time, the company and readers will trust you more.
Let’s see what you should do today to have better Fintech content tomorrow.
1. Not Planning Your Content
We can separate content plans into groups: article and campaign plans.
1. Article Plans
Lack of planning for a single article can create problems regardless of how many people are working on it.
For instance it is much harder to keep the theme of an article focused on a single topic.
This in return can affect how an article fits in with other content in a campaign.
To avoid such mistakes, the content managers formulate article titles and themes, so they sit in the cross section of what you want to talk about and what your audience wants to read.
In addition, creating an outline of an article with short descriptions for each paragraph will speed up the writing process and ensure that the article delivers a coherent idea.
2. Campaign Plans
Similar articles, campaigns without plans are prone to:
- Inconsistent messages
- Miscommunication between team members
- Delays in production
- Missing targeted audience
Plans of a single campaign or company's whole public image are complex structures.
For this reason only experienced members of the marketing team decide what goes into the plan and what is cut from the final draft.
Campaign plans must contain at least content hierarchy, so writers can follow the main idea.
In addition it is preferable for plan to contain:
- Writing style definition
- Referrals to product documentation
- Time table for publishing content
- Assigned roles for each member of creative team
2. Missing Right Timing For Content Release
Content around the release of a single Fintech product is a huge network spreading across all available channels.
If the marketing team does not work in sync with R&D(research and development), you are running a high risk of delay in content creation or at least lower quality of content.
Basically, the whole content portfolio should have its rough final form at the start of the campaign.
In addition, if you start your campaign on release day, your campaign is late by a few months, if not a whole year.
Creating interest in fintech products starts with small mentions or covert hints. As the target release date, other aspects of the campaign should emerge:
- Beta releases
- Review content
- Pricing expectations
Gradual release of content allows your company to assess several aspects of the product:
- Audience opinions
- Early catch of any bugs
- Comparison to competitors in real life
- Price corrections
As you can see, timing is everything when it comes to publishing content, so any delay is costly. And not just in marketing but in the development department also.
3. Too Much Technical Jargon
In most cases, you use content to talk to people that are not on the same level of technical expertise as you are.
So, too many terms related to the Fintech niche for the average reader can cause confusion and a lack of interest in content.
In essence, you should use technical terms to showcase your expertise but use them lightly.
When using tech expressions is mandatory, offering a short definition or description is a good policy.
Even experts will appreciate this since it ensures that everybody uses the same language.
At the start, we stated in most cases you should avoid content with heavy use of technical terms.
An Exception is when your targeted audience is your peers, like chief technology officers.
In-depth analysis or whitepaper as presentation should contain every aspect of a fintech product to evoke interest in personnel with high technical knowledge.
4. Placing Creative Writing Before SEO
No matter which industry you work for, SEO is a critical element of marketing campaigns.
However informative and appealing your content is, if people do not see it, they will not read it.
The bad thing about such an arrangement is that creativity is slightly limited.
But, on the plus side, you can predict results since everybody is playing by the same rules.
Some of those rules are:
- Spread keywords organically without overstuffing
- Add keywords in section titles
- Have a keyword in the first paragraph
- Keywords in meta descriptions
- Create content people come back to
A combination of all SEO elements, like keywords or metadata, is crucial for the long-term success of your content.
5. “Buy Those” Statements
Even though you are working closely or directly with financial trades you should keep your content free of any kind of financial advice.
Content pushing financial advice is flagged in all instances, and that will kill your future campaigns before they even start.
There is one small workaround that you can use, and that is – the statement “this is not financial advice” or “I am not a financial counselor”.
We need to mention that it is not a bulletproof plan, especially if you use it too often.
In short, keep away from recommending a particular product as financial advice.
6. Too Much of Passive Voice
In a general sentence in which the subject receives an action, we call it a passive voice.
Passive voice has low engagement levels, increasing the abandonment rate.
For instance, if you describe events in a passive voice, the reader will see it as something happening to someone.
The best description is that the whole story fades in the background, which makes it hard to consume, so people abandon content before they reach the end.
And to top it off, there is no lasting memory that generates the desire to come back for more content.
If you flip that coin and use an active voice, raiders will feel drawn into the story.
Consumers will see events from a first-person position, and if you are really good, they will feel like they are a person performing tasks.
Keep in mind you are talking about tasks performed with the help of your product, so in essence, the reader is already creating a bond with it.
You see why being active is more engaging.
But why is it easier to consume?
A perfect example is in our diagram. The sentence in active voice is more concise.
Anyone can read it once and get the message.
7. Being Self-Promotional Instead of Being Helpful
Writers should avoid using overly promotional language when writing fintech content.
It is important to be positive and upbeat in the content.
However, writers should not use overly promotional language.
Give your best not to be overtly salesy.
Doing so can make your content look biased or untrustworthy.
Instead, the focus should be on providing accurate and useful information that can help readers make informed decisions.
Remember that fintech deals with money. Hence, building trust is phenomenally crucial.
So, the writers’ objective should be to provide highly valuable content.
Readers will love to come again and again to your site to consume your site’s content.
Over time, this will build trust in their minds and help them transition from a casual site visitor to a loyal customer.
Thus, if you want to stay cooperative, you’ll have to curb your desire to push a product.
Instead, concentrate on the procedure.
Rather than proclaiming “X product is the greatest,” strive to lead the reader to their conclusion.
Yes, it might be challenging, but in the end, it will strengthen and improve the impact of your writing.
8. Short-form Content As Primary Media
Short-form content does not allow you to present the full potential of your product.
We know it might look effective and trendy, but short posts and articles do not work for Fintech companies.
Fintech is an industry with high demands when it comes to product and company trust.
So, for you to present your product value you need more time and space, long articles or whitepapers come to the forefront of your marketing campaigns.
9. Vagueness In Presentation
Vague language in content for Fintech companies has few negative effects.
- It doesn’t instill trust, which is in high demand when dealing with other people’s money.
- Personal interpretations of your ideas lead to undesired or no action.
When you talk to readers, make sure you lead them to the only logical conclusion that signing a deal with your company is in their best interest.
It is possible to succeed and recognize that your competition has excellent offerings, while also understanding that your product is the best choice for a particular need.
10. Forgetting Social Proof
People from all walks of life are getting more attuned to spot salesy content, and they run away from it.
The reason behind such reactions is that people feel forced to listen to fairy tales.
They think, “Yes, yes, of course, your product is the best thing since sliced bread”.
On the opposite end, we have social proof, where people that are just like your reader talk about their positive experience with your product.
So, you have a person that readers can relate to and have no gains from praising the product, telling them they have high trust in your product.
11. Missing CTA
If you manage to keep readers interested in your content till the end is excellent. But still, the sale is not completed.
This means the content did not achieve its goal.
Are you willing to bet that your article is so compelling that readers will spend even more time to find your product and sign for it?
No, no, no, too much is at stake.
A simple solution is at the end of the article, place one simple and direct call to action.
People think CTA should strictly lead to a sales page, but there is no need to limit yourself to only one call to action.
For companies operating in the Fintech industry, it is best practice to place two CTAs:
- Leading to the sales page
- Allowing readers to contact you for further consultation
To spice things up a bit more, use internal links to your products or content that will continue the persuasion process.
We hope you find helpful those fintech content writing mistakes that we covered and that might affect your content quality end effectiveness it brings to your conversions.
Feel free to return at any time to refresh what we have learned today.
Or you can always go straight to the source and talk to us.
If you have any problem overcoming any segment we covered in this article chances are we have seen it and have developed a solution to mitigate it.
Book a 30-minute call to learn how you can improve your FinTech content marketing and how we can help you on that path.
How do you write Fintech content?
Writing effective fintech content requires a strategic approach:
1. Understand Your Audience - Know your target audience, their knowledge level, and pain points. Tailor your content to address their specific needs.
2. Stay Updated - Fintech is a rapidly evolving field. Stay informed about the latest trends, regulations, and innovations.
3. Use Clear Language - Simplify complex concepts. Avoid jargon and technical language that may confuse readers.
4. Focus on Benefits - Highlight how a fintech solution solves problems or improves financial outcomes for users.
5. Incorporate Data - Use data, statistics, and case studies to back up your claims and provide credibility.
6. Optimize for SEO - Research and include relevant keywords to improve search engine visibility.
7. Engage with Storytelling - Weave stories and real-world examples into your content to make it relatable and engaging.
8. Comply with Regulations - Be aware of financial regulations that may apply to your content, especially when discussing financial advice or products.
What should be avoided while writing your content?
Avoid these common pitfalls in fintech content:
1. Overuse of Jargon - Excessive technical jargon can alienate readers. Keep your language accessible.
2. Inaccuracy - Ensure your information is accurate and up-to-date, especially when discussing financial topics.
3. Ignoring Compliance - Neglecting regulatory guidelines can lead to legal issues. Follow financial regulations diligently.
4. Lack of Clarity - Ambiguity can confuse readers. Use clear and concise language.
5. Hard Promotion - Overly promotional Content can be a turn-off. Provide value before pitching products or services.
6. Neglecting Security - When discussing fintech security, emphasize the importance of protecting personal and financial information.
What are three major mistakes content writers make when writing for clients in a full-time role?
Three common mistakes content writers make when writing for clients full-time are:
1. Lack of Audience Understanding - Failing to grasp the client's target audience's preferences and needs can result in content that doesn't resonate with readers.
2. Inconsistent Tone and Style - Not maintaining a consistent tone and style across content pieces can weaken a brand's identity and messaging.
3. Neglecting SEO - Ignoring SEO best practices can lead to low visibility in search engines, limiting the content's reach and impact.