Turn Your Financial Content into Customers

Most content strategies are based on educated guesses and “customer research” which is mainly seeing what competitors are doing and reading forums.

This leads to a content strategy that doesn’t really speak to the ideal customer and to content that doesn’t resonate. Most content strategies also start with Top of the Funnel content and thought leadership, which rarely helps commercial outcomes.

Our approach: When we first start working with your company, we’ll spend some time interviewing the salespeople, product people and others on your team to get a good understanding of your ideal customer and their pain points.

We’ll then create a content strategy based on that initial research, with a focus on Bottom of the Funnel content: people who are aware they have a problem and are actively looking for a solution.

Many pieces of content are too basic or general because they’re based on the writer doing general Google research and lazy ChatGPT prompting 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: The initial time we spend understanding your product, company and target market makes it a lot easier for us to create expert-based, accurate content.

We’re also able to do this because 90% of the content we create is based on interviews with experts on your team. This allows us to:

• 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.

Ultimately, it allows us to create content that is on a whole other level to the “beginner” regurgitated content that you often find online – and which is the type of content that brings in conversions.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
• How to Prepare for an FCA Safeguarding Audit
• PayFac vs ISO: What’s right for your SaaS platform?

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All too often, marketers are only measuring traffic to track the success of their content. But an increase in traffic doesn’t equal an increase in conversions.

The lack of correct tracking and attribution often leads to content budgets that are often questioned, making it harder to get more budget, hire people or get more time commitment from experts.

Our approach: We set up all the conversion tracking in Hubspot and Google Analytics, which allows us to see first and last click attribution.

We can track:

• People who discovered an article and then completed a form 2 - 3 months later
• People who entered via a product page, read a blog and then completed a form
• People who at one point in their journey completed a form

Most importantly, we can see the opportunities and deals created and the journey the user went through before submitting a form, allowing us to see the true influence of content. This makes it a lot easier for you internally to build a business case for content.