Mint Position is a fintech-focused content marketing agency that has worked with a wide range of fintech companies over the past 3 years, which has helped us develop a unique approach (through lots of trial and error!) that addresses the range of financial content topic authorities, keywords and marketing strategies for each sector of this vast industry.
We have launched content marketing campaigns for B2C and B2B fintech companies in the following sectors:
Each one of these sectors is a small slice of the fintech space, and each one represents an entirely different world within the industry.
In our experience, however, all of these fintechs face some common challenges that a specialized fintech content marketing agency is well-equipped can help CMOs overcome.
Understanding the fintech world has been an eye-opening journey for us, as it has been for many. The fintech industry is one of the fastest growing sectors in the world today, reaching a value of $179 billion in 2022, making the demand for specialized fintech content marketing agencies that can generate real business greater than ever.
The world of financial technology is broad. At a basic level, fintech is the glue that connects digital and physical businesses together, with the added complexity of modern products and platforms mixed into the fray.
These layers of added complexity make producing fintech content marketing a challenging affair, presenting unique hurdles that each sector of the industry must train itself to understand and overcome.
The most common fintech content marketing production challenges encountered today are:
Here in lies a major challenge. Few fintech marketing teams are prepared with the in-house knowledge needed to unlock SEO and content marketing results in these competitive industries.
This is understandably so: refining the product/service absorbs a lot of time.
Most fintechs must adhere to strict local financial compliance and regulations when planning content agendas, and almost all fintech companies will find themselves competing for highly competitive keywords in investment (stocks, cryptos), payments (international transfers), Web 3.0 (NFTs, DAOs) and other industries.
Great content marketing can only happen when fintechs learn how to successfully grow traffic, topic authority and leads in this competitive environment.
In this article, we’ll cover the following:
Let’s get to it.
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Today, great content marketing requires that writers apply three schools of thought to their writing. However, despite the vast amount of content out there, very few writers have mastered all of these fields, making highly effective content marketing campaigns hard to come by.
At Mint Position, we train our fintech content marketing writers to combine the best in the worlds of content funnels, SEO and journalistic research into each piece of content we produce.
For content funnels, this requires honing the empathetic instinct of great marketers in order to communicate directly with specific buyer personas, which will ultimately fit within a different stages of buyer awareness.
For SEO writing, this requires the writer not only to learn how to creatively and contextually write keyword repetitions into an article, but also study the query’s search intent to best answer what the searcher is looking to solve in a more comprehensive and competitive fashion.
For journalism, writers must apply what journalists have long known: Authority and credibility is built through accurate and relevant research, as well as by adding unique insights collected from interviews with subject matter experts. Doing the research, linking to great sources along the way, and interviewing experts using principles of journalism will add authority and uniqueness to your domain, thus improving SEO and conversion performance in the process.
Together, these three fields guide us to produce content marketing that’ll better help fintechs rank and generate traffic, draw in only the target market most likely to convert, and build authority by creating relevant links and correctly quoting experts.
The overlapping area where this rare magic of fintech content marketing happens is what we call the ‘Mint Position.’
Writing content marketing for technology products that are a part of broad segments of the finance industry comes with several challenges.
First, chances are that the target industry will be heavily regulated.
More often than not, the industries that are being disrupted by new fintech brands have their own set of established rules, regulations and legal frameworks.
In producing fintech content, writers must approach the subject with a sharp eye for factual accuracy when it comes to educating on topics that are guided by finance-related laws and regulations. This means that writing in an overly promotional tone of voice that emphasises product promises (a style commonly used by generalistic content marketing agencies) could have your company fall foul of regulators.
Instead, fintech content marketing writers must understand how to write objectively, depend on outside experts (not personal opinions), and learn when it’s better to sound neutral than promotional.
It’s never good to overpromise, especially in fintech.
The importance of veracity and reputable sources comes natural to journalists; it should also come natural to fintech content marketing writers.
Besides employing the research skills to write in an accurate and factual tone of voice that is palatable to industry players, fintech companies must also face another hard reality: The financial services industry that they are disrupting is often filled with highly competitive keywords.
Keywords that will be of high interest to your business have likely been around long before many fintechs were even launched.
Ranking for bitcoin, stock trading, international payments and other topics comes with high Keyword Difficulty, a metric used by SEOs to determine the competitiveness of a keyword.
To rank for high KD keywords, fintechs need to prioritize the following:
Either way, fintechs often face an uphill battle in at least one topic segment of their business.
Therefore, in the mission to begin establishing the company domain as a Topic Authority, the best content marketing strategy to deploy is to produce a content library in the form of well-categorized blog posts.
Blogging is among one of the oldest online marketing tactics, but it is still one of the most effective forms of generating valuable inbound organic leads.
Indeed, most visitors will first get to know your site through a Google search about a specific topic they are looking to learn about. It is that uptick in traffic that will then get your domain to build authority, and the positive loop will continue as that growing authority brings higher rankings and more traffic.
Companies that blog have 55% more website visitors than those that do not.
That blogging is proven to bring in strong traffic should come as no surprise. However, it’s the quality of the traffic that a knowledgeable fintech content marketing agency can help improve.
By identifying the right subjects and keywords (ideally those that help rank the fastest) fintech content marketers can build a content library that is most likely to attract the audience that is just right for your fintech product or service.
By identifying the right subjects and keywords (ideally those that help rank the fastest) fintech content marketers can build a content library that is most likely to attract the audience that is just right for your fintech product or service.
Mint Position has successfully applied our content marketing strategy to numerous fintechs, including the highest-valued fintech startup in the UAE (in 2020).
By the end of our first year of engagement with this fintech, we increased their organic traffic by about 5 times, from May 2020 to May 2021.
This organic traffic increase is overwhelmingly attributed to SEO-focused content marketing articles that now rank the site #1 for strategic keywords, some of which are listed here.
SEO is a crucial component of fintech blogs, especially in the early years of a company when there is no built-in audience or defined Topic Authority yet.
However, many companies pay content writers to produce content without a keyword strategy, only to get a trickle of visitors from social media or newsletter traffic before the article disappears into the blog archive, never to be read again.
Producing fintech SEO content that meets the search intent of high buyer intent keyword(s) will unlock organic traffic with high conversion potential.
Because of the importance of keywords, Mint Position writers produce the SEO writing component of our articles by following an established set of rules.
SEO writing isn’t just about natural repetition of keywords; it also requires studying what content Google is already ranking highly for the keyword and subject we are writing about.
By studying the top ranking pages, we’ll be able to understand search intent – that is, the intention behind why people are searching for that keyword/phrase. Search intent is quite possibly the most important part of SEO writing, and understanding this well will ensure that we outrank the competition.
SEO is an arms race – it’s all about who ranks highest, continuously trying to outdo the next competitor page on the Search Engine Results Page (SERP).
The technology of Google reflects our capitalistic society – it is hyper competitive and ever changing. To rank at the top, our article needs to be objectively better at addressing search intent than the current top ranking articles in our target market.
At Mint Position, we aim to meet search intent by following a few rules, including:
There are many types of search intent, but the most common we deal with are informational and commercial intents. Informational intent is where a searcher is looking for the best info on a topic, and commercial is when they want to compare and learn about a brand’s products or services.
For fintech companies, understanding the above rules will be important for selecting which SEO solutions you choose to best rank.
We are all naturally exposed to media content, which is likely one of the most common types of content that you have read throughout your life. Yet, many blogs today do not adhere to the time-tested and familiar principles of journalism needed to generate authority and build trust.
And readers can tell, if only subliminally.
Journalists instinctively know the importance of sourcing reputable information and interviewing subject experts to support their ideas. As an educated media audience, we are all familiar with what an authoritative piece of content should look like compared to a piece of clickbait or misinformation.
By applying some basic principles of journalism, we can add authority to our fintech content marketing – something that will both improve our editorial substance and SEO performance.
Some writers may call this educational content, but a strong fintech content marketing strategy must go beyond simple online research to collect in-depth insights.
This is why our content creation process includes interviews with product experts working within the company, especially when it comes to writing fintech product- or service-specific articles that address specific pain points.
Fintech content marketers must think of each of their readers as potential buyers, and thus each article must be written for a certain stage of the buyer journey.
This buyer journey is also known as a sales funnel.
There are many ways to illustrate a sales funnel, but at Mint Position we prefer the content marketing funnel shown below, which lists buyer awareness stages down until ‘most aware’, a stage that can require writing about pricing.
This is done with an understanding that some site visitors will only make that final action after they have reviewed a complete library detailing your product/service.
The funnel is thus a journey and covers buyers as they move from the unaware stages (ToFu); problem and solution aware stages (MoFu); and product and most stages (BoFu).
Each article we produce will strategically target a stage of awareness in this buyer journey.
However, our first pieces of content will look to solve top pain points; that is, the biggest problems that your personas are looking to solve with the help of content, products and services.
These pain points can fall into the MoFu or BoFu stages of awareness – yet keywords that target these stages are often not the first selected for content strategies, which tend to focus too much on building awareness.
Here, we can use our buyer persona understanding and SEO techniques to best match buyer pain points with high search intent, speaking directly to a persona at the MoFu or BoFu stages in ways that look to solve their problems through search.
That is why content marketing funnels are also considered an important component of search marketing.
While content marketing blogging is the best way to build Topic Authority and tackle essential keywords in the fintech industry, there are numerous other supporting tactics that fintechs should consider.
In particular, B2B fintechs versus B2C fintechs have very different business models that require different strategies to supplement primary content marketing efforts.
These supporting content tools can include infographics, podcasts, exclusive interviews for case studies, and other brand awareness-building efforts for digital marketing.
Below, we’ve recommended two content tools that work best for fintech marketing campaigns.
For B2B fintechs, we recommend:
For B2C fintechs, we recommend:
Generalistic content marketing agencies are not prepared to handle the specific challenges that fintechs face when producing a content marketing strategy.
If you’d like to learn more about how we uniquely combine SEO, online marketing and journalistic principles to handle content marketing for fintechs, please contact us or schedule a call. We’ll be happy to provide a free demonstration.
Want to launch a fintech content marketing strategy?
Contact us or schedule a call and we’ll demonstrate how we use SEO-backed content marketing to build organic traffic with high buyer intent.
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