Heralded as a beacon of innovation, the fintech space has fundamentally transformed the way we understand and manage our finances. But beneath the surface lies a stark reality. The path to success is littered with failed fintechs, and 75% of fintech startups ultimately fail. In an industry projected to reach $1.5 trillion by 2030, standing out requires more than just innovative technology. It demands a strategic content marketing approach. Here are some tips from our fintech content marketing agency to help your fintech launch strong and succeed.
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#1 Establish Clear Objectives
It’s imperative to define what you aim to achieve with your marketing efforts. Whether it’s increasing brand awareness, generating leads, educating your audience or raising funding, clear objectives will guide your strategy and measure success. A fintech content marketing agency will define clear, measurable objectives to ensure success. Here’s how we do it:
- Align with Business Goals – We ensure your content marketing supports broader objectives, such as customer acquisition, brand awareness, lead generation, or investor relations.
- Define Key Performance Indicators (KPIs) – We help you to set measurable goals like website traffic growth, engagement rates, conversion rates, and customer retention.
- Identify Target Audience Segments – A deep comprehension of your audience’s needs, preferences, and pain points is the cornerstone of effective content marketing. Our fintech content marketing agency team can help you to develop detailed buyer personas that can aid in crafting content that resonates and engages.
- Choose the Right Content Mix – We help you to establish a balanced strategy including blogs, whitepapers, case studies, videos, and interactive tools to engage diverse audiences.
- Develop a Content Calendar – While you’re focused on running your fintech we’re doing the content planning. We plan content themes, publishing frequency, and distribution channels to maintain consistency.
- Incorporate Compliance & Legal Considerations – We ensure your content adheres to financial regulations (e.g. FCA, SEC, ASIC) and communicates transparency.
- We Establish a Review Process – We do this with quarterly or monthly Zoom calls to refine your content strategy based on analytics and industry shifts.
By setting clear objectives, our fintech content marketing agency can create focused, results-driven strategies that maximise impact.
#2 Develop a Comprehensive Content Strategy
A well-structured content strategy serves as a roadmap for your marketing efforts. It outlines the types of content to create, distribution channels, and timelines. In an online workshop style environment with key stakeholders, we clarify your brands’ positioning, style, target audience and acquisition methods. We can also create key documentation for your brand such as TOV (tone of voice), brand style guides or campaign planners. Your fintech content mix might also include:
- Performing keyword research to rank for high-intent fintech queries (e.g “best digital banking solutions,” “how to invest in crypto”). While Search Engine Optimisation (SEO) will be high on your marketing agenda, you now need to include Answer Engine Optimisation (AEO). With the rise of AI-powered chatbots, Google’s Featured Snippets and voice assistants, Answer Engine Optimisation is gaining attention and fintechs should optimise for both.
- Optimising your website content, blogs, and landing pages for search visibility.
- Positioning your fintech as an authority in the industry to build trust and credibility. This can also include educational content that addresses industry trends, regulatory changes, and financial tips can establish your brand as a thought leader.
- Developing a structured content calendar with planned publishing schedules (e.g., weekly blog posts, monthly whitepapers, daily social media updates).
- Building a community around your brand to encourage loyalty and advocacy. This might include interactive content like webinars and Q&As to foster a sense of belonging.
- Plan your launch whether it’s a hard or soft launch. Our fintech agency will help you craft launch materials like PRs and interviews for the media.
#3 Monitor Industry Trends
Staying on top of industry developments ensures your content remains relevant and timely but do you have the time to do it? A fintech content marketing agency like Contentworks stays ahead of the curve by continuously tracking industry developments. Here’s how we do it:
- We Subscribe to Leading Fintech Publications – Regularly read sources like Finextra, The Financial Brand, Finance Magnates, TechCrunch, PYMNTS, and Forbes Finance for emerging trends.
- Track Regulatory Changes – Monitor updates from financial authorities such as the SEC, FCA, ASIC, and EU regulators to ensure compliance in our financial content marketing.
- Leverage Analytics Tools – We use tools like Google Trends, Agorapulse, and Brandwatch to analyse trending topics and listen to consumer insights.
- Engage in Fintech Communities & Forums – We regularly participate in Reddit (r/Fintech) and LinkedIn Groups for real-time discussions. Plus attending in person fintech marketing events such as Money20/20, Finovate, and Consensus.
- We Monitor Competitor Content & Strategies – You can also analyse competitor blogs, whitepapers, and social media activity to spot emerging themes.
By monitoring industry trends, our fintech content marketing agency ensures strategies remain relevant and ahead of the competition.
#4 Utilise Case Studies and Testimonials
Showcasing success stories and customer testimonials provides social proof of your fintech’s value and effectiveness. Developing case studies that highlight specific challenges faced by clients and how your solutions effectively addressed them, including measurable outcomes is especially effective. Revolut, a digital banking app, features case studies from businesses using its services for international transactions and expense management.
- Case Study Focus: How a UK-based e-commerce startup reduced foreign exchange fees by 40% using Revolut Business.
- Result: Increased B2B adoption and credibility among startups and SMEs looking for cost-effective financial solutions.
- Tip: Highlight specific metrics (e.g., “Saved 40% on fees”) to make your case studies more impact.
Neobank Chime highlights real customer reviews on social media and its website, showing how users have benefited from features like no-fee overdrafts and early paycheck deposits. Additionally, Chime shares positive reviews and PRs from well known names like CNBC and Forbes to instil trust and familiarity.
- Testimonial: “Chime helped me get my paycheck two days early, making it easier to pay my bills on time!” – Verified Customer Review.
- Result: Builds trust among potential users who may be hesitant about switching to a digital-only bank.
#5 Plan for Scalability
As your fintech grows, your content strategy should evolve accordingly. Planning for scalability ensures that your marketing efforts can adapt to increased demand and new opportunities. This is something a fintech content agency understands only too well.
- Using marketing automation tools like HubSpot, Marketo, or ActiveCampaign helps streamline repetitive tasks like email campaigns, social media posts, and lead nurturing.
- A scalable marketing strategy requires a structured content repository with evergreen content that can be repurposed across different channels and formats.
- Develop pillar content (in-depth guides) that can be broken down into micro-content for blogs, social media, and email campaigns.
- As fintech companies expand globally, adapting content to different languages and regions is crucial for user adoption. Ensure you (or your agency) has factored in a way to translate and adapt content for different regions.
- Implement content management workflows that allow for efficient scaling of content production and distribution.
Launch With An Experienced Fintech Content Marketing Agency
Launching a fintech isn’t easy. Approximately 20% of fintech startups fail in their first year, primarily due to issues like inadequate market research. After that, a substantial 75% of startups crash within two decades. By utilising the skills of an expert fintech content marketing agency, you can improve your chances of success in this increasingly saturated market. Book a free Zoom call with our team to talk about your fintech.