For many fintechs, marketing without content is like sailing without wind – aimless and stagnant, particularly in the restless seas of the financial technology industry.
Effective fintech content marketing, though, is the gust that propels companies forward, breathing life into their marketing campaigns and driving engagement.
Yet knowing how to master it is a difficult task for fintech companies who struggle to create visible content that engages with readers and converts into sales.
If you’re one of them, you may be disheartened by the wasted effort you’ve put into content that has had a low impact on your target audience. But you’re not alone: many companies fail to stand out in the sea of fintech competition.
For the few who get it right, however, the rewards are huge.
Excellent content marketing boosts a brand’s ranking thanks to frequently creating high-quality, research-driven content, according to a 2023 Semrush survey.
But we’re not just talking about rankings (although this is a surefire way to attract more organic traffic). We’re also talking about content that converts readers into customers.
So, what does great content marketing for fintechs look like and how can it help your business grow?
Let’s dive in.
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What is fintech content marketing, and why is it so important?
Every fintech brand needs to attract, engage with, and convert their target audience into customers.
High-quality content marketing is the process that helps them to do this.
Fintech content should:
- Prioritize keywords that are most relevant to solving your customer’s problems, starting with those related to your unique tech and how to use it.
- Inform your target audience with up-to-date educational content that is supported by expert quotes and research from your industry.
- Use specific product information to reassure readers with concerns about compliance and security.
- Meet your target audience where they are in the buyer journey and guide them toward making a purchase.
A fintech content marketing strategy is the glue that binds all this together so that content creation and distribution are part of one smooth-flowing process.
Each piece of content you create is a cog in this machine, playing its part in generating more potential customers.
6 excellent fintech content marketing examples (and why they work)
There are many different ways to write excellent fintech copy, but one thing that unites all of them is to provide useful and relevant content that the customer is looking for.
When done well this can quell financial security concerns, build trust in your brand, and nudge them toward a purchasing decision.
Here are some winning examples.
1. Chime: Use helpful infographics and optimize them for Google Search
Fintech brands tend to lose customers thanks to wordy technical content that alienates them and puts them off the product.
The longer it takes the reader to understand a product-related concept, the less likely they are to become a customer, especially in a fintech industry fraught with security concerns.
Infographics cut through the clutter to display valuable information and data in an easy-to-understand format. They combine charts and images with short bursts of engaging content, designed for the reader to understand right away.
Even better, we can optimize these visuals with keyword-focused alt-image tags so that they help attract the target readers we’re looking for.
Chime is a fintech app that knows the power of this marketing tactic well.
They’ve built a ‘Community’ section on their website filled with bright and visual articles designed to educate and reassure the reader. The use of the word ‘community’ is smart here: it adds a sense of inclusion and security for the first-timer.
Inside, you can find material from explainers about how Chime makes its money or visual guides to applying for a student credit card.
The latter is a great example of how the brand takes a process known for stressing out its applicants and breaking it down into an easy-to-understand guide.
An example of one of Chime’s infographics
Many fintech brands make the mistake of burying their points in winding paragraphs, but Chime lays it out clearly and concisely.
Note also how they insert an image title that’s almost certainly one of their targeted keywords. Students are an important part of their customer base and they’re likely to have problems applying for a credit card.
This is a key reason why infographics are great for passive backlink building. By creating a resource that’s valuable to other websites, you have the potential to become a go-to authority on the topic.
At Mint Position, we do this by ensuring your infographic’s alt-image tags are correctly written to match searches on Google Images – the world’s second-largest search engine.
This results in many other sites linking to your page, without you having to pay a cent for it.
Do you have large proprietary datasets like fintech market trends that you don’t mind sharing with the public?
Infographics are very effective at conveying these and, when optimized correctly, can help you boost thought leadership within your market.
2. Wise: Write comparison posts that rank for high-intent keywords
Wise’s in-depth knowledge of their target audience has been one of the driving forces behind their journey to the top of the digital payment sector.
The start-up knew that fintech buyers like to do their homework when choosing a new payment platform, so they did it for them.
They wrote a blog post comparing the “top 10 payment gateways” – none of which were Wise. Instead, they chose to give their competitors the spotlight.
Why? Surely this is a risky move?
Well, it’s actually pretty smart. In one stroke, Wise handed themselves some useful advantages.
- They not only wrote about their rivals’ strengths but also their shortcomings, then wrote about how Wise can solve them at the end of the piece.
- They got to link to their own financial service via strategic and subtle calls-to-action (CTAs). Wise Business connects to Stripe, for example, so they inserted a CTA right after mentioning them.
Wise’s clever use of a CTA
- The article captured readers with high buying intent from competitors. If you know you need a new payment gateway, then you’ll probably put “top payment gateways” into Google and this article will appear.
It can also rank for direct comparison keywords, such as ‘Wise vs XYZ’. You’ll see Wise as being the authority on this topic, so you’re likely to check out their products.
Note: this article also probably attracted customers searching for competitors as it mentions them throughout the piece.
Wise appearing on the “Top Payment Gateways” front page
This clever mix of thought leadership and smart keyword research is a common tactic today in fintech content marketing for drawing in more organic leads.
Proof that you don’t need to be super obvious in getting people to buy your product.
3. OpenSea: Show your audience exactly how to use your product
Bottom-of-the-funnel (BOFU) articles are the gold of fintech content marketing. These articles are aimed at buyers who are actively looking to purchase now, and so come with a much higher conversion rate than other content (when done well).
Your job here is to show the reader that your product is the best choice and you do this by answering any doubts they have about it.
Tutorials or in-depth product guides are the most effective way of doing this. Here you show the customer exactly how to use the product, emphasizing convenience, time, and cost savings throughout.
Again, visuals are your (not-so) secret weapon to guide them throughout this.
OpenSea is an NFT minting platform that doesn’t just write one or two how-to guides but weaves them into more general content.
You can find out how to buy, sell, create, and mint an NFT all within its ‘Learn’ section. Each article first explains the concept and then shows how you can take action via OpenSea.
There’s also a dedicated section to staying safe within the NFT community, with short videos helping to reassure users.
OpenSea’s NFT minting tutorial
Source: OpenSea
Vibrant, interactive, and informative, each tutorial features a blend of sales copywriting and informative content so that the viewer feels like a student rather than a customer.
But let’s not forget the benefits for OpenSea here.
With these in-depth tutorials and product guides, they not only answer the doubts of their target audience but also position themselves as brand leaders.
By taking the time to build this library, OpenSea is creating a powerful tool that helps establish long-term customer relationships and drive conversions.
4. Betterment: Hire ‘Finfluencers’ to attract young crowds
Influencer marketing is a powerful way to connect your target audience, particularly the late millennial and “Gen Z” demographics that will form your customer base for decades to come.
HubSpot research has listed it as the strongest source of B2C marketing ROI, ahead of short-form videos and SEO.
Source: HubSpot
In the fintech world, a high focus on security has led to a wave of ‘Finfluencers’ who are advising customers how to use products safely.
These often take to social media platforms like TikTok to package information into snappy video clips for the target audience to consume on their feed.
Finance app Betterment, however, took it a step further. They enlisted the help of finfluencer Austin Hankwitz who announced his ‘millionaire’ retirement plan (created using Betterment software) to his 500,000 followers.
The result? Betterment recorded 10,000 new registrations in a single day as viewers saw how easy it was to copy Austin and set up their own digital plans.
“Finfluencers distill very complex financial ideas and make it easy and digestible for their followers,” said Arielle Sobel, then Director of Communications at Betterment.
This is something that any fintech brand can try to do in their own digital marketing efforts.
5. Klarna: Build a branded content library
Klarna is a leading buy-now-pay-later (BNPL) service, but it’s almost as well known for its blog section, called ‘The Extra O’.
In November 2023 alone, it published 11 articles, ranging from six tips for avoiding online scams (TOFU) to a guide to using the brand’s tracking service (BOFU).
‘Extra O’ is an excellent example of the end result of building a content marketing funnel. Over time, Klarna’s marketing team has produced types of content for every stage of the buyer journey for their key topics, from unaware prospects to informed and confident customers.
The aim of this is to capture organic traffic at each awareness stage (using relevant keywords) and guide them toward conversion.
Building a content library like this might take time but it pays off.
Not only do you get to promote your product, but you can also produce the “Wikipedia effect”: this is where readers click on backlinks within the articles that take them to more of your content, keeping them engaged with your brand for longer.
The more time they spend on your pages, the more likely they are to convert.
As author and keynote speaker Andrew Davis says: “Content builds relationships. Relationships are built on trust. Trust drives revenue.”
6. Sarwa: Use expert interviews to build trust in your product
Building trust is essential in the fintech industry, where consumer security concerns are high.
By interviewing subject matter experts, we can reassure customers that your product is reliable, particularly in the fintech market where target buyers are often looking for high-quality factual content about complex topics to better understand your product and/or quell their concerns.
What’s more, Google and other search engines prefer to rank this useful content highly. When backed up by journalistic-quality research and SEO, it’s a powerful force in shaping a brand into a thought leader and go-to online resource.
When Sarwa, a UAE-based investment platform, came to Mint Position wanting help to position themselves as a brand authority in their market, we noticed a lack of expert input in their content.
We set about gathering the insights of industry-renowned subject experts so that we could answer the concerns of Sarwa’s Middle East target market.
One unaddressed search topic we identified was whether cryptocurrency was halal, or considered acceptable according to the Quran.
We didn’t know, so we interviewed the people who did, including Dr. Humayon Dar, Director General of the Cambridge Institute of Islamic Finance.
One of the several experts Mint Position interviewed for Sarwa
Our experts gave our target audience something that our rivals couldn’t: an informed answer to a key fintech-related concern.
As our clicks and visibility snowballed, we started to appear in “people also ask” questions for related search queries in the Middle East and beyond. This led us to rank for searches all over the globe, showing that Google valued us as a trusted resource.
Over the following months, the article hit a search volume of 25,000 organic visits per month. Sarwa’s website continues to be a major authority on these topics in the region and beyond.
How Mint Position brings in customers with fintech content marketing
Studying top fintech content marketing examples is a solid start, but when considering how to do it yourself you may ask questions like “How do you write fintech content that converts?”
Mint Position knows the answer to this question.
Our content writers are trained to create content that’s focused on customer acquisition, and they follow a strategic approach to get there.
Here’s how we do it.
1. Build content around customer-centric keyword research
The best way to reach your target customers is to put yourself in their shoes.
What problems do they want to solve? Which search terms is this making them type in?
Mint Position does this by building and studying specific buyer personas, then using these to shortlist over 50 keyword terms that best match their search intent.
After filtering out those that are hardest to rank for, we cherry-pick the terms that fall into a golden zone of high buyer intent, low ranking difficulty and high search volume. It’s a strategy that works especially well for startups that are looking to build relevant traffic quickly.
We call this sweet spot “Easy Wins SEO”.
Mint Position’s “Easy Wins SEO” process
We build our strategy around these terms and use our empathetic understanding of your customers to produce content that they want to read – be it expert insights for a B2B audience or engaging how-to guides for the B2C crowd.
2. Follow the funnel
The next stage is to craft a content funnel. This is the visual concept of how we’ll turn your fintech content strategy into a converting library, taking the buyer on a journey from unawareness to conversion.
The “Wikipedia effect” mentioned earlier helps keep them on your pages for this to happen, all while building the internal links needed to rank higher.
TOFU (Top of Funnel) includes engaging content that targets potential customers who may not even know they have a problem, yet they are drawn in by an interesting topic related to your brand.
MOFU (Middle of Funnel) nurtures these prospects, offering valuable information such as how to find the solution to a pain point they have. This is crucial in the fintech industry, which is blighted by poor user experiences and security concerns.
BOFU (Bottom of Funnel) is the most important section and one we spend the most time on. This focuses on conversions, providing decision-making content that will convince them that your brand is the perfect choice.
3. Focus on BOFU via product-focused content
BOFU is where the magic happens.
Here, your customer is fully aware of their problem, your company, and they need something fast: it’s up to us to provide them with it.
It explains why BOFU content has a much higher conversion rate than TOFU material (25x more, according to research by consultancy Grow and Convert). Customers are ready to buy, they just need some convincing.
Source: Grow and Convert
This is where pain point SEO can also come in. Speaking directly to customers in need, it guides customers from education to specific help, ending with a tailored fintech solution.
Uniqueness is crucial here; the content must offer something new, whether offering fresh insights of your service or presenting unique features from your product.
Our article for payment API platform Reloadly is a great example of this. In it, we focus on key customer pain points, namely:
- How can I integrate a gift card service into my business?
- How long will this take me?
- Is it easy to do?
As you can see below, we address all three pain points in our headline, but in the article we go into detail about how Reloadly’s API makes this integration smooth and painless, using a step-by-step guide.
With this we achieved our goal of converting pain points into compelling, conversion-focused content. And, because the tutorial linked up so well with its related product, Google ended up placing it as an indexed page below the product page, which you can seen below.
Here are two other examples of our BOFU content we’ve produced for fintechs.
- White Label Prepaid Debit Card: Launch Your Custom Payment Card Within Hours
- Smart Office Payroll: Pay Salaries With Flexible Solutions That Cut Costs
4. Use internal and external expertise to build brand awareness and authority
The arrival of ChatGPT didn’t faze us at Mint Position. In fact, we embraced it and quickly searched for ways to strike a balance between AI and marketing copy.
But we also know content marketers are going to have to step up our game, which is why we focus on techniques that chatbots can’t perform.
Providing expert insights from interviewing thought leaders is one of them.
Interviewing external experts, as we did with our Sarwa piece above, is one way of doing it, but we also take the time to interview the experts within your company, ranging from marketing heads to product specialists.
These unique insights are often what your customers are searching for – as well as what Google likes to rank highly.
Pain point SEO takes your content to where your customer is, then expert input elevates your product’s credibility in their minds.
5. Don’t forget to track metrics
Many fintech brands don’t track the performance of their content: big mistake.
How else can you assess the content performance and improve it so that you get more organic traffic and higher lead generation?
Mint Position is a fintech content marketing agency that loves stats. They give us invaluable insights, including who’s looking at our content and how well we rank for primary keywords.
Since we use rank tracking software, we are also the first to know about major changes in Google rankings that’ll impact your site, and we regularly share this info with your team when we receive it.
Mint Position’s article on earnest money jumped straight to number 4 on Google’s first page
It’s not just about creating content but crafting content that delivers measurable results, and metrics are our compass for this.
Importantly, we deliver quarterly ROI reports that measure 3 key metrics: online visibility, on-page engagement and conversions.
From here, we can fine-tune our approach, identifying which content resonates most with your audience. Metrics help us to stay agile so that we can adapt our strategies and continue to deliver content that converts web visitors into satisfied customers for your company.
Ready to see how Mint Position can unlock more sales for your business? Get in touch with us and we’ll show you how our unique content marketing will deliver the organic traffic and revenue that your fintech product deserves.
