Content Marketing Insights From a Fintech Writer
Strategy and trends.
If you were to ask a content marketer how they feel about fintech content, a lot might say, "boring" or "difficult." Fintech content is certainly unique in the skill and knowledge required to write authoritatively.
On top of that, creating something people actually want to read requires a deep understanding of the audience and the value proposition — while also making the content interesting.
Even though I've only been a content marketer since 2021, I have worked in the banking/finance industry for almost 20 years. I know exactly who I'm talking to, across categories of finance from payments to lending. I was previously a product manager at a fintech, and before that worked at a bank. It was a natural pivot from trying to solve problems through technology to writing about how problems are solved through technology.
Fintech requires a different approach than other types of content marketing. I see companies struggle to figure out how content fits into an overall marketing strategy. From my work with companies like Ramp, Mercury, and others, I've seen what works well — and contributed to the content's success.
For any fintech prioritizing content, here are the top things to keep in mind.
What makes fintech content different?
I've written for many industries, almost always for a B2B audience. Fintech, in particular, has an incredibly knowledgeable audience. I'm often writing for bankers, compliance officers, or other financial experts. Content has to accomplish two things.
Teach the audience something new
Personal finance content is often "how-to" or educational. ("How do I open a savings account? What type of retirement account is best for me?"). B2B fintech content's audience doesn't need to learn the basics of anything. I can't write an article about "How to comply with XYZ regulation." The audience already knows how to comply (or if they don't, they certainly should find a source more reliable than a blog post on the topic.)
Instead, writing fintech content is about presenting a solution to a problem. "You have XYZ problem because of this regulation. Here's one way to solve this problem." The content has to be insightful and actionable instead of surface-level.
Establish the fintech as an authority
When I worked at a fintech, one of the biggest components of the messaging was, "Built by former bankers." For my clients, I have to make sure that the audience perceives the company as an authority on the topic. That means using the jargon they use, referencing laws/regulations, and demonstrating expertise.
For many writers, this is a tall order. It takes a lot of research and work to write in a way that sounds natural to the audience. Because if the language is off — even a little bit — the audience can tell.
Balancing compliance and creativity
Here's the thing: no one wants to read a boring article. It could be the most educational thing ever, but it doesn't catch the audience's attention. So, on top of being authoritative and compliant, the content has to be interesting.
This approach often depends on the client. Some will take a more easygoing tone, while others will rely on unique insights — like interviews with experts — to make the content stand out.
Overcoming challenges in fintech content marketing
Given that content marketing has to accomplish a lot (teaching, authority, compliance, and creativity), it's no wonder that many fintechs struggle with their content strategy. What type of content makes the most sense?
While SEO can work (and some of my clients have seen success with long-tail keywords), targeting a highly knowledgeable audience often means meeting people where they're already spending time. Think: LinkedIn, industry publications, and webinars.
Thought leadership
As an absolute bare minimum, the audience has to trust the fintech as an expert. Why is the fintech qualified to solve whatever pain point the audience is experiencing? This might be highlighting the background and experiences of people in leadership roles (such as the founder/CEO).
The founder could appear as a webinar or podcast guest to reach a new audience, talking about industry issues and lightly pitching why the fintech is a solution. Placements in industry publications are also effective but usually require collaboration with a PR expert. As Michelle Garrett, Public Relations Consultant, points out:
PR plays an essential role in brand marketing by helping B2B companies build, maintain and protect their reputations. It also increases visibility. And, in this age of AI-based search, you want to show up everywhere.
The more places a fintech can show up and demonstrate expertise, the better.
Case studies
Fintechs have to be able to demonstrate that their product works. It actually does the thing that the company claims it would do — whether it's saving time, saving money, helping the customer achieve better compliance, etc.
Fintechs should make a concerted effort to get case studies and testimonials from customers. As a content marketer, I'll often interview happy customers for case studies (usually in conjunction with an account manager).
A case study can be repurposed in so many ways. Published on the company's website. Quotes turned into social posts. I'll even reference case studies in future blog posts. For example, if I might be writing a blog post about a specific topic and I know a case study illustrates the point. I'll pull a quote and a stat from the case study.
If customers aren't willing to do a full case study, testimonials are also great. They can be just a few sentences that talk about the product or the company's implementation/onboarding team.
Personal brand (& company brand)
Personal brand often goes hand-in-hand with thought leadership, but a really effective way to reach the right audience is through social posts on LinkedIn. Founders and sales reps can talk about the industry and specific challenges. No one likes overly promotional content, so this has to be done gently — but gradually associate the company with its people.
I know some executives aren't comfortable writing on LinkedIn (or simply don't have the time). I'm a big fan of ghostwriting. Even if people aren't writers themselves, they deserve to have their ideas shared. A 30-minute conversation with someone internally or a freelancer can turn into a month's worth of social posts.
Anna Burgess Yang
The role of AI in fintech content
It's the question on everyone's mind: what role does AI play in content?
I've done a lot of exploring with AI. I've used it to help me do some background research (I use Perplexity.ai) for an article. But I can't rely on AI by itself. It's too inaccurate, and fintech content has to be precise. I double-check everything when I'm researching; AI is a starting point, not an end result.
Most fintechs recognize that AI simply doesn't work for the type of content they need to produce. Even something accurate is far too surface-level for such a knowledgeable audience. The content has to go deeper, and that only comes from lived industry experiences.
That being said, I think AI can work in some capacities. For example, AI could pull the best quotes out of a webinar transcript, or create an outline based on a case study interview. It does well with summarizing and organizing when the information has already been collected.
What's next for financial content marketers?
A lot of social channels and content feel really "noisy" right now. Companies (and people) need to shake things up to stand out.
Does that mean more video content? Maybe. The format is certainly appealing. Fintechs don't have to necessarily hire a fancy video editor. Hosting a webinar or panel can turn into a bunch of shorter clips that can be shared across social channels (and a blog post — don't forget about content repurposing!)
But expertise, consistency, and personality will continue to thrive. Building trust and establishing a brand/person as a thought leader takes time. Any content marketing takes time.
Too often I see fintechs put content marketing on the back burner. And this is a mistake. Because it's hard to reach the right audience. You have to show up where they are and share something that catches their attention.
A cold call won't do it. A search won't do it. The first message probably won't do it. It's a repeated message, told in different ways, reminding the audience that the product is available whenever they're ready for a solution.
You can check out my work as a fintech content marketer here.
