At this point, we’ve all heard the expression “content is king,” a few too many times. However, there’s a good reason so many digital marketers focus on authoring great content. Fintech is an emerging industry built on challenging, complex technology. You need great content to explain fintech and to explain your product or service’s value in a way that customer can relate to.
Your target audience is consuming content of all kinds across platforms at increasing rates. If you don’t create content that stand out, they’re consuming your competitors’ content, they’re learning more about your competitors’ solutions, and you’re losing potential leads. It’s as simple as that.
Every piece of fintech content you create needs to be engaging. Write content that connects your fintech product to the everyday life of your customers. Think up scenarios, deep dive into your personas and deliver material that matters to your audience. Be specific. Solve key problems that your audience faces through your content. Be creative and be authentic.
There’s never a bad time for explainers, whiteboard videos and more educational content. This is especially true with fintech, an area many people struggle to fully understand. Create new follow up material or refresh content or media you may have already created. The key is to make it simple and make it effective.
You might be skeptical of the idea of giving away content for free. If something you’re sharing adds value, shouldn’t it come with a price tag? Not necessarily. To engage leads, you need them to understand your product, understand the benefits of working with you, and to build a long-term relation. Content helps to build that trust.
The content you create is also critical in answering ‘what’s in it for me’ for your audiences. This really connects them to your product or service and can lead to your next customer! In Fintech, a dynamic industry where standards, norms, and product categories change by the month, refreshed material can help leads stay updated, and understand what they need right now and six months down the line.
What if we told you plain old cold email marketing is alive and kicking? While newer digital marketing solutions have their place, a solid email lead-gen campaign remains a marketing favorite with good reason: it’ll deliver results IF you do it the right way.
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