Financial services is in the process of significant change where technology is being utilized to help provide customers with a greater range and sophistication of services.  These financial services technology companies are most often referred to as “Fintech”.

Fintech companies, while unique, are not unlike other businesses in the ways they need to market themselves.  Indeed, they’ll be better positioned to generate more customers, more brand recognition and more acknowledgement by venture capitalists and industry journalists – via content marketing designed both for PC and mobile — as Elena Prokopets explained in a recent article.

Why is content marketing so important?

Alexander Jutkowitz, vice chairman and chief global strategist of Hill+Knowlton Strategies explained in Harvard Business Review: “We are, at present, in the midst of a historic transformation for brands and companies everywhere — and it centers on content.” “Nine out of ten organizations,”  he detailed, “are now marketing with content — that is, going beyond the traditional sales pitches and instead enhancing brands by publishing (or passing along) relevant information, ideas, and entertainment that customers will value.”

What are the essential elements of content marketing for Fintech?

When considering how to best create and nurture a Fintech content marketing effort, Prokopets outlined a series of suggestions, which I’ve broken down into 6 key essentials:

  1. Create content tailored to your audiences — which will be prospective and current customers — but also investors and industry journalists .  When you identify those audiences – determine what their needs are and what messages you want to convey.  Then begin producing content tailored to those needs.
  2. A blog is essential — A blog permits you to regularly publish content uniquely tailored to your audiences and which will gain a following over time.  You can educate them about your products or services, or provide a unique insight into your company and its’ personnel — for industry journalists and venture capital investors.  When blogging for customers or prospective customers, Prokopets recommends “address[ing] your customer’s pain points, pick topics your potential customers are talking about on the web”. She also recommends highlighting current customers as brand ambassadors.
  3. Leverage social media — It’s vital to remember that social media engagement with your content is essential to maximize your reach among your key audiences – as that’s where they’re likely to be.  Select the key social channels essential to your key audiences to save time and maximize exposure and engagement.
  4. Build your brand both online and offline — and allow both efforts to complement one another. Network both on and offline, attend conferences (while blogging or posting about them live and after the event — on Twitter and other key social channels). “Secure speaking engagements to become a thought leader” explains Prokopets.  Then produce more follow-up content to those speaking engagements to deepen relationships created there.
  5. Achieve Thought Leadership in your Industry – Remember that your position in your marketplace as a thought leader is vital to the cultivation of sources of capital. It’s also important for generating interest among reporters who’ll feature you in important coverage of your industry.  And it will also help in the establishment of your company as a trusted brand by all your key audiences.
  6. Treat every customer as a personal friend — Prokopets detailed the vital importance of “Maintaining contact, providing top customer service, and then featuring that satisfied customer in a post or on social media. When people say good things about you and share that with their communities, you build brand awareness and trust – it’s called ‘social proof,’ and it’s powerful”.

Fintech companies can reach new heights with content marketing

“Content”, Jutkowitz explained, “…gives companies a new opportunity that didn’t necessarily exist in the last century…Content can be the means by which a brand shapes and impacts business and consumer landscapes; it can be a thoughtful investment in a company’s legacy.  Armed with quality content, corporations can become thought leaders, change agents, and experts.”

Thoughtfully created Fintech content will help lead to more sales, deeper brand awareness and trust, and a stronger reputation among VC’s and industry leaders.  Therefore — all Fintech companies would be wise to embrace it.

John Grimley provides clients with writing, editing, research and strategy services.  If you would like to discuss your specific needs — please complete the form below to arrange a time for a discussion:

Posted by John Grimley

John Grimley provides custom communications services to professional services firms operating in international markets.

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