4 Ways Content Marketing Benefits FinTechs
Did you know that 91% of B2B brands use content marketing to reach their customers?
With over 4 billion people using the Internet daily, it’s not surprising that so many brands are turning to content marketing.
Content marketing helps all companies boost brand awareness, connect with new customers and retain existing ones.
Fintechs, especially those in early growth stages, can leverage content marketing to stand out from the crowd. Content marketing plays a unique role in helping FinTech brands overcome many of the challenges associated with emerging into a new market and launching the brand from the startup stage.
Keep reading to discover the top four ways Fintechs can benefit from building an online presence and creating quality content.
1) Communicating Complex Tech in Simple Language
Most Fintech solutions are based on complicated technology, like Blockchain. But despite complex underlying technology, most Fintechs target customers with little or no understanding of the tech.
For example, Fintech Blockchain adoption rates are expected to grow by 75.2% by 2023. Yet, customers’ understanding largely hasn’t kept up — an HSBC survey shows that 59% of customers don’t understand Blockchain.
Without this fundamental understanding, Fintech solutions can seem risky or scary, which can prevent brands from reaching mainstream adoption. Yet, overcoming this information gap and helping customers understand the tech can significantly change the game.
Good content marketing helps you achieve this aim by ditching the jargon, breaking down complex topics and explaining sophisticated technology in a way the average consumer can understand.
2) Brand Equity: Starting From the Ground Up
Creating brand awareness is crucial for building trust, reaching new customers and driving sales. So much so, that 77% of B2B marketing managers say branding is vital for growth.
Traditional financial providers can fall back on their brand name. After all, they’re a household name.
But, Fintechs face an entirely different situation as most startup brand names aren’t known. Successfully attracting customers and establishing yourself on the market requires you to quickly build brand equity and awareness.
“A brand does not exist within a company or organisation. A brand exists in the minds of your customers. A brand is the sum total of impressions a customer has, based on every interaction they have had with you, your company, and your products.”
Content marketing incorporates many aspects of your online presence to create one, unified brand. So your customer has a consistent and reliable interaction with your company whether they’re engaging with you via social media, emails or on your website.
3) Communicating Founders’ Mission & Values
Most Fintech founders are driven by impressive and admirable visions of how they can improve business owners or customers’ lives and relationships with finances.
Whether it’s creating fairer lending or helping people make smarter budgets, Fintech companies are founded for a reason.
But, this mission and value need to be communicated and shared with the world to attract customers and build brand loyalty.
Accenture calls purpose-led branding the movement from ‘me to we’. Their research shows that customers increasingly choose to work with brands with a strong purpose or mission. So much so that 52% of customers would rather use the services or products of a brand that serves for something bigger and aligns with their clear personal value.
Content marketing can help you bring your visions and missions to light. Think founder interviews, a kickass about page on your website or even social media videos explaining your fundamental values. Sharing this type of content with prospective and current customers boosts brand loyalty and drives growth.
4) Employer Branding
As a Fintech company, you need to find employees with the right skills and mindset. Developers, data scientists and other tech professionals are often in short supply. As technology continues to evolve, this skills gap will only worsen.
FinTechs also have to overcome the additional challenge of attracting developers and data scientists to a new company. Prospective employees could worry about the insecurity of joining a startup or entering a relatively new market.
Employer branding can play an essential part in helping you attract the industry’s best and brightest. Capturing your values and unique selling point on your website and through thought-leadership articles improves your credibility and shows your company as an exciting place to work.
Note: Kathryn is the CEO at Copy House, they specialise in helping Fintechs bring their brand to life and create a strong online presence with SEO optimised websites, thought-leadership content and social media. Find out more about Copy House by scheduling a call or visiting their website.
