Increase visibility. Build organic traffic. Generate more conversions.
In a crowded digital finance market, these are the three top signposts that pave the path to online business growth – and a fintech content strategy is the compass that can guide you toward this destination.
Fintech content marketing done well is worth its weight in gold. But we can only reap these rewards if we make use of all the available tools at our disposal.
A content strategy built on buyer psychology and data-driven insights is the best manual we can follow to ensure we do just that.
But wait a moment. This is all very easy to say, but how do we know what goes into such a plan?
After all, understanding your target audience’s needs, standing out from rivals, and ensuring your content meets fintech’s tough compliance requirements is a huge challenge.
At Mint Position, we’ve learned from years of fintech marketing experience to put together an in-depth action plan designed to help your business get the most out of its content.
This takes the form of a content funnel that guides the buyer from initial awareness to conversion, encompassing a diverse mix of content formats, including:
- Listicles and definition posts aimed at generating high-volume organic traffic
- Research and ‘How-to’ articles that aim to solve and answer questions about top pain points being asked by your target audience
- Product-or service-focused pages that explicitly illustrate what values your product or service is proven to deliver (supported by lots of evidence)
- Expert interviews and tutorials that show off your brand as a thought leader and continue to build customer trust.
Infused with data-backed keyword research and techniques such as link-building and strategic social distribution, we’ve seen this approach deliver impressive returns time and again for our customers.
More specifically, that means building the valuable organic traffic that leads to conversions.
In this article, we’ll cover the action plan we need to do this, including the following:
- What makes fintech content marketing challenging?
- How to create a successful content marketing strategy
- Prepare a diverse content mix to improve rankings and engagement
- Create conversations on social media
- Create a link-building strategy
Want us to draw up a five-point action plan for your fintech brand? Book a no-cost consultation with the Mint Position team and we’ll show you the path to more organic leads and higher conversions.
What makes fintech content marketing challenging?
Before we dig into the specifics of how to make a fintech content marketing strategy, let’s first understand why it’s so important to have a specialized plan in place.
First of all, the pandemic changed the way we use financial services. People now prefer to bank online and a rush of fintech companies have appeared to cater to this demand post-2020.
Just look at how quickly the fintech industry is projected to grow by 2027.
Source: Exploding Topics
This is a crowded marketplace that financial technology companies must learn to live with.
In addition, authorities have reacted to the growing wave of fintech startups by putting them under increased scrutiny. Fintech regulation policies, including consumer protection, risk mitigation, and compliance laws, are all fast-changing and difficult to keep up with.
Many consumers, meanwhile, are still skeptical of fintech companies, particularly older generations. Often people prefer the ‘security’ of traditional institutions that they’ve used all their adult lives.
Fintech marketers must try to meet these two challenges. Content must always comply with fast-changing legislation, while reassuring customers that its product is safe, user-friendly, and offers better value for money. This is a tall order.
Making matters more difficult, fintech marketing campaigns tend to have higher customer acquisition costs than other industries. According to research by search engine specialists First Page Sage, fintech digital marketing has one of the highest cost-per-acquisition figures out there. Each sign-up costs an average of $1,450: double that of many other industries.
Cost per acquisition in the fintech industry
If fintech businesses want a higher ROI from their content marketing efforts, then their content strategy needs to focus on offering better research, more engaging images, and expert insight.
And finally: advanced distributed ledger technology, cryptographically secure framework, seamless transactional transparency.
You may know what these words mean, but does your customer?
Many fintech startups make the mistake of presuming their target audience knows as much about their product as they do, yet complex jargon often just drives them away.
Fintech copy must be empathetic and know how to talk to the customer. It must be clear, structured, and concise enough to convey the brand message to the reader as quickly as possible.
That’s a lot to take in, right? Let’s now look at how a fintech content marketing strategy can help us deal with this.
How to create a successful fintech content marketing strategy
A successful fintech content strategy requires more than just producing blog posts.
A data-backed approach that answers your target audience’s top pain points while connecting them to your product’s/service’s USPs is essential. This is what will set you apart from your rivals.
Mint Position has achieved remarkable results across several industries with our unique approach to content creation, which combines a focus on SEO and journalistic-quality research. But the fintech industry is where we really come into our own.
Here are five of our proven fintech marketing tactics that will lead your brand to conversions and long-term growth.
1. Conduct in-depth customer and keyword research
In the ultra-competitive fintech industry ranking quickly is top priority. Research from Search Engine Journal shows that it’s the channel with the highest ROI for fintech companies.
Source: Search Engine Journal
Developing an SEO game plan can put you on the fast track to ranking highly for valuable keywords. This includes keywords that are the top pain points of your target market, as well as transactional keywords that led traffic to your product.
At Mint Position, our best fintech content has come from empathy-driven customer and keyword research which includes:
- An in-depth onboarding interview process where we create an optimal message-market fit based on your brand position, your product’s unique selling points (USPs), tone of voice, and target market.
- The creation of a detailed buyer persona based on this information
- A thorough competitor analysis to find content gaps and traffic opportunities
- The design of precise value propositions that encapsulate the very best of your brand and product.
Armed with this knowledge, we then set about capturing the most valuable keywords for your business.
But first a quick note: high volume is important but it doesn’t mean much if they also hold a sky-high difficulty that makes it impossible to rank with them.
For example, if you’d like to try and rank for ‘investment platform’ in the US, the almost 10,000 global traffic volume is nice but means nothing to most websites given it has a 100% keyword difficulty.
To rank for high-difficulty keywords like this, you’d need hundreds of referring domains and thousands of backlinks to link back to your target web page.
The Mint Position keyword approach
Instead of obsessing over volume, Mint Position peers into the search intent behind these terms. Here’s how we do it:
- Build a list of 50+ terms that best match your buyer’s search intent, as well as other transactional keywords important to your product.
- Filter out those with the highest difficulty
- Pick the terms that fall into a golden zone of high search volume and low-ranking difficulty
- Add related secondary keywords to the winners to build additional avenues of traffic. (These are added from SEO tools, as well as simply studying the Google SERP for terms under sections like ‘People also searched for.’)
We refer to this process as ‘Easy Wins SEO’ because it delivers quick and tangible success for fintech startups wanting to rank higher.
It also acts as a springboard for the next stages of our fintech content strategy.
TIP: Easy Wins SEO is extremely impactful if your website has a Domain Authority of less than 30. From here, you’ll need to prioritize selecting low-competition keywords.
2. Draw up a content marketing strategy and agenda
We’re all familiar with project management and communication tools like Asana, Trello, and Slack. They’re digital lifelines where every team member can collaborate and track our projects’ flow.
For fintech content marketing, this concept is particularly relevant. A clear agenda that maps how you’ll create and distribute high-quality content is a must-have.
Let’s break it down into two stages.
A quarterly content strategy
The keywords and phrases you unearthed earlier will influence your strategy.
At Mint Position, we use these terms and customer pain points to come up with themes around which we can build topic authority.
This forms the backbone of a quarterly plan which also includes key performance indicators like the level of organic traffic we’re aiming for and the expected Domain Authority (DA). The plan is open to tweaks according to progress as we go along.
Laying out the strategy in a content calendar
A content calendar for fintech companies is an editorial overview of the above strategy.
Updated and maintained during biweekly meetings, it covers keyword categories and awareness stages. This helps us mind-map the content funnel that guides potential customers down to product-focused articles aimed at conversion.
Here, an effective content agenda requires a dedicated team that has a deep understanding of the overall strategy’s aims. Just as important as what goes into the strategy is in what order it will appear. Learning which types of content to prioritize and publish first is an important skill to drive a good content strategy.
Many fintech businesses choose to outsource this service to agencies like Mint Position because we specialize in understanding how to select and prioritize the content that will most quickly ramp up ROI.
This, meanwhile, frees up time to concentrate on other business growth activities.
TIP: Investing time into content planning reaps big rewards and it gives your team a clear focus & sense of purpose.
Prepare a diverse content mix to improve ranking and engagement
Your research is done. Your content strategy is in place. Now, how do you get the very best out of it?
Mint Position has spent a long time crafting a three-step approach that does just that, marrying the following content marketing principles together to hit that sweet spot of high-converting copy.
1. Map out the buyer funnel
The funnel is the arena in which your content performs, helping to push your buyers toward a buying decision. It’s a path from initial unawareness to conversion, and it delivers targeted content that educates, engages, and builds trust at each stage.
Altogether, articles that are part of a category we target will be thematically linked. This provides internal linking opportunities to boost SEO. The goal here is to also create a ‘Wikipedia effect’ that compels the reader to want to know more and pushes them down the funnel as they click through more pieces.
2. Make content SEO-ready
We also must ensure that the content is performance-ready. Each piece is fully optimized with strategic content SEO techniques, targeting the keywords we mentioned earlier in a bid to solve key customer issues.
We also deploy a unique strategy called Multi-Keyword SEO. Some of our most successful web pages rank for dozens of keywords, including 10+ valuable keywords in the #1 position. Thus, we aim to produce each page by deeply understanding a list of potential secondary keywords to rank for and add additional traffic through.
3. Ensure journalistic quality research
Your content needs to stand out from the overwhelming amount of other content out there, so we back it up with the expert interviews and sources that you’d find in high-quality journalism.
Besides adding great editorial value to your site, interviews and qualified research also make your web pages stand out in the eyes of Google. If you provide the most comprehensive research for a topic that exists on the web, then Google is much more likely to reward you with a top ranking (and, clearly, your readers will also reinforce this.)
Also, not to forget — conducting interviews and qualifying research are two very important aspects of high-quality content production that ChatGPT cannot do.
Now let’s break down this approach into the different pieces of content that we can use.
Today, the most advanced fintech content strategies will include a diverse content mix of the following types of content.
Types of content: Where they go and how they work
1. Listicles
At the top of the content funnel, listicles are pieces of concise, scannable content that draw readers in and entice them to explore further.
Our client Sarwa, a Dubai-based investment platform, needed to build their brand awareness, so we created a piece about 20 of Warren Buffet’s most famous quotes: a topic sure to interest their target audience of budding investors.
The article featuring insights and quote images of the world’s most famous investor was a big success. The piece hit the #1 spot in the rankings in the UAE (and beyond) and has stayed there since, bringing in over 10,000 visitors a month. (Also, note how we optimized the alt image text of each quote image so that they appear in a Google image search snippet.)
How our Warren Buffet quote listicle appears on Google search results
2. Research articles
Whether addressing users at the unaware or pain-aware stages of the funnel, producing a research article with aggregated data can offer up a lot of value for your audience.
To better compete, this article should use lots of up-to-date data and infographics. The goal is to educate the reader and get them to see you as an expert in your field.
For Remoti, a global recruitment platform that offers embedded payments, Mint Position produced a series of research articles covering average salary studies in various Latin American countries (where Remoti specializes in recruiting). The idea came about because their target customer persona, a Chief Hiring Officer, often conducts salary benchmark research before looking to recruit in a certain country.
The series was published at a timely moment for businesses recruiting abroad. We ranked number one in the United States soon after publishing, and at the time of writing continue to rank #1 for several other articles in this series.
Our top-ranking research piece for Remoti
3. How-to guides
The middle of the funnel is where you start to address key customer problems by providing tangible solutions.
A ‘how-to’ guide is an effective tool here because it gives you the chance to target several pain-point keywords while showing exactly how your product can help.
In Sarwa’s case, our research showed how their target customers were searching for ways to invest money – something that Sarwa specializes in – so we produced a ‘how-to’ guide around it.
It paid off. Of the 40+ keywords that this article on ‘how to invest money in the UAE’ ranks for, 10 sit at the #1 spot at the time of writing. Importantly, this article has helped Sarwa steal vital organic traffic and conversions from competitors for years. It became the second largest source of traffic for Sarwa’s entire site, and it even earned them several ‘featured snippet positions’: extra SERP exposure that cannot be bought.
Sarwa’s 10 top position keywords for the how-to guide
4. Tutorials and case studies
As you approach the bottom of the funnel, your target audience will now see you as a thought leader thanks to reading lots of quality content that informs, engages, and entertains them.
They’ll know that you offer a product or service that can solve their problem but they’re mulling it over, perhaps comparing it to a couple of rivals.
A product tutorial or case study can start to bridge the gap between interest and action.
Here you can highlight real-world proof of the special features and benefits of your offering, showing readers just how great the user experience is through simple text and engaging images. The goal is to erase any hesitation they still harbor.
Mint Position had the perfect chance to do this with the B2B fintech platform Reloadly, which offers digital payment APIs. From our research, we could see that users struggled to install a competitor’s gift card API and were looking for a better solution.
We then created an SEO-friendly tutorial article on how to easily install Reloadly’s gift card API. The page quickly reached #1 and generated 25 new conversions in the first month alone. (Today, it continues to be a strong source of new organic leads for Reloadly.)
Reloadly’s top-spot Google ranking and 25 new customers
5. Expert articles
People at the bottom of the funnel will also be looking at how your company is different from other players in the fintech industry.
A good way of doing this is to target a product-focused keyword and write expert articles or host webinars that cast a favorable light on your company.
Experts provide original viewpoints that generative AI and most of your rivals don’t do, and you can use them at any stage of the funnel as long as they help target a specific keyword.
You have several ways of presenting these: they could be in the form of quotes interspersed in your text, or a dedicated one-on-one exclusive interview.
Either way, the goal is to build trust with your audience by showing that you have experts or influential collaborators on your side.
With Sarwa, we wanted to tie thought leadership with their investment product, so we reached out to the head of ETFs at Vanguard, Mark Fitzgerald.
In an exclusive one-on-one interview, he stated his belief in the power of index funds and ETFs, as well as the growing importance of digital financial advisors like Sarwa.
The resulting series of articles boosted Sarwa’s appeal among its customers and became an invaluable resource for internal links in newer articles as we built a powerful content library.
The header of Sarwa’s interview with Vanguard’s Mark Fitzgerald
TIP: Standing out from generative AI content is becoming more crucial: reach out to experts on LinkedIn to keep content unique and engaging – and also SEO-friendly.
Create conversations on social media
Like a ship without a rudder, any fintech content strategy that neglects social media risks losing its direction.
Social networks are gateways that guide valuable traffic toward your content through targeted promotions and strategic sharing. They also allow you to engage with your target audience directly, a crucial tool in an industry where trust is so valuable, as social media market expert Ash Ahmad testifies.
“Social media’s evolving visual landscape is an opportunity for fintechs to craft compelling multi-media experiences. By leveraging network-focused visuals, they can establish themselves as thought leaders, captivating their audience with visually appealing content and distinguishing themselves from the competition.”
Mint Position has long used these platforms to get the most out of our content in this way. We focus on three core tenets: image-based posts to drive engagement; videos, memes, and surveys to convey brand identity; and, crucially, collaboration with influential experts to encourage conversations and credibility.
A dedicated social media agenda helps us lay this action plan out and we target all major networks, including Twitter, LinkedIn, and TikTok.
The result? A collaborator network through which we can broadcast educational fintech content to as much of our target audience as possible.
TIP: Monitoring social media performance is crucial. Using performance metrics to tweak relevant content as you go along will ensure you don’t rest on your laurels.
Create a link-building strategy
Google algorithms love websites with high authority, and a link-building strategy can act as a ladder to help you reach these high places.
By building important partnerships with these sites, you can quickly improve your own website ranking and start to draw in that precious organic traffic.
Mint Position has crafted this technique over several years to the point where we can confidently predict the impact it will have on our fintech clients.
The first port of call is to assess your competitors’ link profiles. If you are aiming for a high-competition keyword, then how many links will you need, from how many referring domains and at what quality?
Next, we perform link outreach. Here, we assemble a list of high-value websites in your field and ask them to link to your content from their site.
Ideally, these sites should have:
- A domain authority of 40+
- A page authority of 10+
- Organic traffic of over 10,000 hits per month.
These links give us a boost for keywords that are so valuable that we need to rank highly for them.
Guest posts are our second tactic. Mint Position has a ready-made network of high-authority sites, including Marketwatch, Mashable, and TedEd, on which we publish posts that we have editorial control over. We then link back to your strategic content from there.
These two ways of establishing higher domain authority through quality backlinking will soon propel your business to higher visibility on Google Metrics and put you on the path to a spike in valuable traffic.
TIP: You may have received emails like this:
Our advice is to ignore them. Instead, work on developing relationships with trusted blogs that publish regularly about your industry.
Then, when you’ve had some success, you can organize a program to start guest posting, which will allow you complete control over the content you publish and the backlinks you include.
Hit the fintech content marketing sweet spot with Mint Position’s specialized strategy
A fintech content strategy demands skills and resources that in-house marketing teams and generalist content agencies can’t provide.
Mint Position has helped multiple fintech brands breakthrough growth barriers with our customized fintech action plan, including steps to:
- Grow your brand authority with journalistic research and exclusive expert interviews
- Enhance visibility with a comprehensive SEO gameplan
- Build a solid long-term pipeline of valuable organic traffic with an expertly-crafted content hub
Boost your content marketing ROI with Mint Position while freeing up more time to do what you do best: growing your fintech brand. Ready to reap the rewards of a fintech content strategy tailored to your business? Get in touch with us and we’ll boost your brand’s visibility, attract more valuable organic traffic, and help you increase conversions.
