Content Strategy

Only a handful of B2B fintech companies do great content. Why is that?

In this article, we dive into the four main pitfalls fintech marketers fall into when it comes to content, and how to solve for them.

A lot of fintech companies are uncomfortable with writing about their competitors.

And yet, writing about your competitors is one of the highest converting types of content you can create.

In this post, we argue why it makes sense to write about competitors, how to do it in a way that gets the right results, and some examples of well-performing competitor posts.

Most fintech companies – most companies, really – underuse their blog.

But if done correctly, it can even be your primary driver for growth, recruitment and branding. It can help you acquire customers, position yourself as an expert and help advance your mission of financial education.

Here’s how.

At this moment, do you know how many leads and sales your website blog brings? If the answer is no, it probably means you could be doing a lot more with your blog.

In this article we break down the huge opportunity for payment companies that implement content marketing correctly.

The content manifesto for fintech companies.

1. We will write for our audience
2. Our content will be based on expertise
3. Our content strategy will be based on customer research, not competitors’ rankings

And more…

Based on our experience helping fintech companies get customers with content, we’ve seen what works and what doesn’t. We’ve also noticed some common mistakes that fintech marketers make.

One of the common content objections in the financial B2B and enterprise space is that SEO and content cannot bring in qualified leads.

Some marketers believe the website blog is for brand awareness, product or company announcements. They might say it’s for marketing and nurturing leads, not for converting people.

In this article, we want to show that based on our experience, this doesn’t seem to be strictly true.

When it comes to creating content, alignment is a big issue.

In this article, we’ll dive into one way to overcome these issues: by creating content based on interviews. We’ll cover the main challenges marketers face when creating content for the website and the benefits of creating content based on interviews with experts.

Just over a week ago we did a webinar where we presented some research on what fintech companies are currently doing with content. We look at the role content plays in fintech, what “good content” means and how fintech companies are currently creating their content.