As the fintech space becomes more competitive and complex, fintech content marketing teams need to adjust in order to successfully generate more demand and higher revenue.
Between 2019 and 2021, the number of fintech startups across the world tripled, with more than $120 billion capital being raised.
Add the fact that many traditional financial institutions are now investing in fintech and creating their own products, and it then becomes obvious that fintech will only become more competitive as the years pass. Furthermore, as fintechs seek to provide more financial services to better connect digital business and customers, supporting technology will likely be complicated to explain to new markets.
For fintech companies, generating more conversions in this environment can be difficult for those who don’t have the proper approach.
Here, content marketing has established itself as an effective and efficient way to achieve these goals. Content marketing, in particular, is a sustainable strategy because the use of SEO gains a lower CPA than Google ads over the long term.
But how can fintech content marketing be profitable in such a competitive and complex landscape?
In this article, we will highlight three strategies that fintechs can use to improve their content marketing and get ahead of their competitors.
Learning how to carefully write in heavily regulated industries
Fintech by its nature is disruptive.
And since it is the duty of governments to ensure stability and protect their citizens, it is understandable that a disruptive industry like fintech is often the subject of heavy regulations.
Therefore, responsible fintech content marketing must ensure that every piece content adheres to the regulations guiding its operation in its particular country (or countries) of operation.
For example, many fintech regulators require that robo-advisors don’t make specific promises (say “invest with us and you will earn 10% returns every month”) as they can be litigated if such promises are not fulfilled. While it might make marketing sense (from one perspective) to make promises, it doesn’t follow compliance.
Consequently, fintechs need to be careful and deliberate about their tone of voice, choice of words, and marketing copy. This often requires having an editor that is just checking for compliance.
Why is this important?
Once a fintech company starts getting in the crosshairs of regulators, it can begin to lose its positive image. Or worse, lose its license to operate.
However it may be handled, fintechs must make compliance a high priority in content marketing.
Ranking in industries with highly competitive keywords
Since competition is intense, keywords in the fintech industry are becoming more difficult to rank for.
A keyword like “stock trading” has more than 7.52 billion results on Google with various traditional financial institutions, fintechs, financial education websites competing for the same keyword.
How then can fintech content marketing get ahead of the curve and produce the type of content that can rank highly for competitive keywords?
There are four points to consider here:
- Select the relevant keywords: Not every keyword in the fintech space is relevant to your specific business or for your specific market pain points.
The complexity of the fintech industry means that there are various firms offering different services. Consequently, you have to select those business-relevant keywords that your particular target market will be interested in.
- Build topical authority with well-categorised content library: Instead of focusing on this or that keyword, great fintech content marketing must seek to build topical authority around a particular subject by producing a library of well-researched, informative, and relevant articles around that subject.
For example, “stock trading for beginners” can be a subject that a fintech is interested in. Instead of only writing a single article covering this topic (the pillar page), the fintech can also write a library of articles (cluster content) covering different subjects under this topic and interlink them all to improve link building and ranking.
- Write unique content: The best way to stand out in a competitive landscape is to make your content unique. You can do this by adding the insights and voice of in-house experts, creating unique charts and graphs, and exploring angles that others aren’t.
Interviewing subject experts to add authority to complex topics
The competitiveness of the fintech space means there is lots of content covering various topics already published on the internet.
Amid this digital noise, readers prefer to trust content creators they consider as authoritative. And in a world that is rife with misinformation, where smart people are careful of who they listen to, being that authoritative figure can be a competitive advantage.
One way to build this authoritativeness is to interview and quote subject matter experts in a relevant field.
Anyone can create a blog and fill it in with their opinions after studying a few articles on Google. In contrast, authoritative sources support their perspectives by considering, communicating, and evaluating the ideas of experts in a subject matter to ensure the trustworthiness of their own content.
Therefore, applying basic principles of journalism can help improve the authority of fintech content marketing.
Mint Position is a fintech content marketing agency that combines these three important strategies (among others) to produce compliant, well-ranking, authoritative content for new and established fintechs.
This agency prides itself in its ability to combine content marketing funnels, search engine optimisation (SEO) and journalistic-quality research to create fintech content that can thrive even in a competitive and complex industry.
If you want to use fintech content marketing to drive more demand and higher revenue, consider talking to Mint Position to learn about how they can help you.
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