Fintech content marketing is no longer an option: it’s a necessity. A great content marketing strategy is a winning route to marketing success in any industry, and fintech is no different.

In this blog, we’ll walk you through how to win the fintech content marketing game. We’ll give you the lowdown on which are the best content types to create for fintech content marketing, actionable steps to create a content marketing strategy of your own, and 5 best practices for winning at content marketing for fintech. Let’s get started.

Here’s why content marketing is vital for fintech

Companies in every industry need to build trust and credibility, but these things are especially important for fintech brands. You’re probably working with sensitive financial and personal data, or providing products and services that are right on the frontier of the financial world. Content marketing in financial services sectors like fintech is a great way for you to show off your smarts, position yourself as a leader in your space, and demonstrate how you can be a trusted partner to your potential customers.

Fintech content marketing also plays an important role in educating your prospects and customers about your offering. Fintech usually deals in the complex and mystical side of finance, such as innovative digital banking, smart investment platforms, or tools that incorporate blockchain or crypto. Content marketing helps you to simplify these concepts for a lay audience, showcasing their benefits and addressing any concerns or misconceptions.

And, of course, content marketing helps fintech brands to increase their online visibility and boost lead generation. High-quality, relevant content will help you rank well on search engines (SEO tools make this even easier), get shared across social media, and drive curious prospects to your website. Once they’re on your site, that same content can be used to engage with your audience in a meaningful way with helpful articles, detailed webinars or inspiring thought leadership.

These are the best formats for fintech content marketing

Content marketing is always useful for fintech companies, but there are 4 key formats that every fintech marketer should be leveraging.

Educational articles

A bank of educational long-form content should be at the center of any good fintech content marketing strategy, and it should cover a range of topics that your customers want to learn about. We’re talking product guides, jargon busters, industry overviews, and anything else that will help your customers understand the world of fintech and (more importantly) where your brand fits into it.

Case studies and success stories

Don’t expect your customers to take your word for it: show them why you’re the top dog. Featuring real-world examples of how your offering helps customers achieve their goals or overcome challenges through case studies and success stories can be a compelling way to build trust with your audience.

Infographics and visuals

We’re all about the words but sometimes you need a gorgeous visual to tell your story. Charts, graphs, animations and rich infographics (like the one below) can help to simplify complex concepts and data, making it easier for your audience to engage with the information. They’re also highly shareable, which makes them great for use across email marketing and social media.

Podcasts and audio

Fintech moves fast, right? So the chances are that your audience is moving fast too. Providing podcasts or audio snippets is an innovative way to connect with your audience, allowing them to consume your content on the go. You can interview industry experts, get your SMEs to unpack a topic, or share success stories – and giving a voice to your people helps to humanize your brand.

5 steps to a knockout fintech content marketing strategy

Crafting a stellar content marketing strategy takes time, patience and planning. But the good news is that it’s the same for fintech as it is for most other industries. Follow these 5 key steps to create inbound content marketing magic.

1. Do your research

Establish who you’re trying to reach with your content and work out what they want, keeping your research customer-centric at all times. Bonus points if you take a data-driven content marketing approach to your strategy – it’ll keep things neat and tidy and prove that you’re hitting the mark.

2. Plan, plan, plan

Fintech content marketing is only as good as the plan that supports it. Develop a content plan that describes the topics you’ll cover, the formats you’ll use, and a timeline for delivery. Think about what questions you’re going to answer but also what you want your content marketing to achieve.

3. Create your content

This is the fun part. Craft sensational content that provides solutions, value and insight for your customers. Remember to follow the five ‘Ws’ of great content creation and don’t be afraid to push the boat out with new and exciting formats. Interactive content and data-driven personalization are your friends when it comes to creating content that gets results. And don’t forget to leverage AI for content marketing here to make the job even easier.

4. Roll it all out

Now that you’ve planned your what, why and how, it’s time to do! Distribute your content for maximum impact across multiple channels such as your website, emails and social media, prioritising the ones your customers use most. And remember an omnichannel marketing strategy works best here to ensure a consistent, cohesive brand experience.

5. Assess and improve

Use tools like Google Analytics, Search Console or Turtl Analytics to measure the impact of your content. Take those insights to your boss as evidence of a job well done, or use them to iterate and continuously improve your content marketing.

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Win the fintech content marketing game with Turtl

Fintech content marketing is all about delivering the right content to the right people, exactly when they need it. It’s a process of continuous improvement and, with the right digital content creation tool, you can gather and analyze engagement data that helps you iterate and create content for better lead nurturing, management, and conversion.

Online documents are the best way to do long-form content. Using Turtl for financial services content creation allows you to combine data-led decisions with personalization to grab attention, build trust, and encourage loyalty. When you integrate Turtl Analytics, it shows you how your audience is engaging with your content. See which topics are working, segment readers, and automate workflows (AI for B2B content marketing can also help a lot here) to take your content marketing game to the next level.

Reduce production times by up to 90%, create sleek, brand-aligned content, and convert more readers into ready-to-buy leads. What’s not to love about that?