If you work for a financial services or fintech company that invests in content, you might be facing some of these challenges:

1. You struggle to come up with content ideas that your ideal customer would read and that is also aligned with business objectives.

2. You’ve worked with freelancers and agencies who don’t specialise in financial services or fintech and where you ended up spending a lot of time writing and rewriting their content.

3. You’re embarrassed by the current content on your website: you want to create expert content that positions you as a thought leader. 

4. You’ve invested a lot into content already and haven’t seen the results you were hoping for.

These issues lead to a situation where your content:

• Isn’t being read by your target market because it’s written for a beginner audience.

• Doesn’t successfully position your company as a thought leader.

• Costs a lot of resources and doesn’t help you meet your goals.

We mainly help fintech and financial services companies in two capacities:

1. Expert-based financial services content that positions you as an expert

2. Bottom of the Funnel content that is designed to generate leads

Here’s how our process works:

🏛 A content strategy based on customer research and aligned with business objectives

A real content strategy takes into account your business strengths and understands how to match those with the opportunities in the market. And yet, most content strategies are simply a list of goals or just a content calendar, mostly based on guesses and an outdated persona document. 

Our approach: before producing any content, we do customer research by interviewing the people on your team who are closest to your customers, such as salespeople, product managers and customer success teams. This allows us to understand who your best customers are and what are their pain points.

Based on these conversations and our own competitor research, we’ll put together a content strategy that takes into account:

• What types of content to create (e.g. case studies, white papers, blogs)

• Which distribution channels would work best for you (e.g. LinkedIn, Google, ads)

• Which content ideas to prioritise based on your objectives

• Which success metrics to track on a regular basis that are aligned with business objectives

For example, if you’re focused on lead generation and have seen good results with digital marketing, our strategy will focus on Bottom of the Funnel content that ranks on Google for buyer-intent phrases.

We’ll also set up your Hubspot and Google Analytics to track and report on sales-related metrics like leads, SQLs and deals with first and last click attribution. You can read more about how we implement this here: How We Helped Zai Gain Multiple SQLs Per Month with Content

🏛 Content for the level of your reader that can talk about your product

A lot of content is written by outsourced writers who don’t understand your company, product and target customer. This makes it harder to create content that truly resonates with your audience’s pain points as well as go in-depth about how your product works – which is what an expert audience wants to read.

Our approach: the time we spend understanding your product, company and target market allows us to understand who your best customers are and how to write for them. We know how to write content for Heads of Payments, Commercial Managers, Financial Advisors and CTOs at an advanced level.

Some examples of content we’ve written for an advanced audience include: 

• PayTo: How to prepare and plan for it (with use cases and examples!)

• Payment Initiation: How to collect instant payments

• Global ID verification: How to get it right with Persona

🏛 Content based on interviews with internal experts

Many pieces of content are too basic or general because they’re based on the writer doing general Google research, rather than from an expert point of view.  

This causes a few issues:

• The lack of information means the writer can’t focus on the ideal customer’s pain points and make it compelling to the reader.

• The article isn’t based on expertise and therefore doesn’t stand out.

• The article can’t go into detail about your product, and you risk missing out on potential conversions.

Our approach: Most of the content we create is based on interviews with internal experts on your team. Over the years we’ve perfected a process that allows us to translate the knowledge your experts have from an interview to a written format, without taking up much of their time. 

That means, the content we create:

• Highlights important features of your product so that you stand out from competitors.

• Will contain screenshots and important details of your product wherever necessary, meaning you'll connect with your ICP more often and there's a better chance they'll convert.

• Will contain original content that only your employees know and makes you stand out as a Subject Matter Expert.

• Is advanced and can be written for a more technical audience, which will enable you to be seen as an authority to your target audience.

Here are some examples of content we were only able to help create because they were based on interviews with experts:

• Is smart home insurance about to become mainstream?

• Split payments API: How Zai's API can help you set up a custom payment workflow

• Embedded payments: How to implement them in your business with Modulr

🏛 Content written by specialists in financial services and fintech

Financial services and fintech is a complex industry. Not only does your writer need to be familiar with the language, but they need to know how to dissect and break down a complex topic in a way that is easy to read. 

If the writer doesn’t understand your product, company and target audience’s pain points and isn’t familiar with financial services, you end up having to rewrite and re-edit every piece of content they send your way.

This leads to a situation where you’re spending more time on content marketing (when you were hoping to spend less) and the content you end up producing is beginner level and not expert-based.

Our approach: we’re a writer led content marketing agency and we only write about financial services and fintech. Everyone on our team starts out as a writer, and everyone is carefully trained to write at the standard we want to. Everyone also works with us long-term, we don’t outsource to random freelancers.

These are some examples of advanced content we were able to write thanks to our specialisation in financial services and fintech.

• Intelligent payment routing: How it works and top use cases

• Direct Debit API: How to set one up (and when to use one)

• Account to account payments: Unlock growth with Modulr

You can read more about how we think in the following articles:

• How to Write a Blog Introduction That Converts

• What is BOFU (Bottom of the Funnel) Content and Why Is it Important?

• Why We Believe Hiring Freelance Writers Doesn't Work for Most Companies