Why educational content marketing is critical to FinTech businesses
The rise of FinTech has disrupted the financial industry, with new and innovative solutions being developed and offered to consumers on a daily basis. To stand out from the competition and attract new customers, FinTech brands must adopt effective marketing strategies. One that I firmly believe to be critical is content marketing.
What is Content Marketing?
Content marketing is a marketing strategy that involves the creation and sharing of valuable, relevant, and consistent content to attract and retain a clearly defined audience, ultimately driving profitable customer action. This can take the form of blog posts, videos, infographics, social media posts, and more. The goal of content marketing is to establish a brand as a thought leader in its industry, educate customers, build trust and relationships with customers, and drive conversions.
The Importance of Content Marketing for FinTech Brands
FinTech brands face a number of challenges in their marketing efforts, including a lack of trust, difficulty standing out in a crowded market, and the need to educate consumers on complex financial products and services. Content marketing helps address these challenges by providing a platform for FinTech brands to educate their target audience, build trust, and differentiate themselves from the competition.
Building Trust with Customers
One of the biggest challenges facing FinTech brands is building trust with potential customers. With so many options available, consumers are cautious when it comes to entrusting their financial information and transactions to a new provider, and rightly so. By providing valuable, educational content, FinTech brands can demonstrate their expertise and commitment to customer satisfaction, helping to build trust and establish their brand as a reliable and trustworthy option.
Differentiating from the Competition
In a crowded market, it can be difficult for FinTech brands to stand out from the competition. Content marketing provides an opportunity to showcase a brand’s unique value proposition and differentiate itself from other providers. By creating and sharing content that highlights the benefits of a brand’s products and services, FinTech brands can establish themselves as thought leaders in their industry and capture the attention of potential customers.
Educating Consumers on Complex Financial Products and Services
Financial products and services can be complex and difficult for consumers to understand. Content marketing provides a platform for FinTech brands to educate their target audience on the benefits and intricacies of their offerings, making it easier for consumers to make informed decisions and choose the right provider for their needs.
Product Lead Marketing
In addition to traditional content marketing strategies, FinTech businesses can also utilise product lead marketing to drive conversions. This approach focuses on showcasing the unique features and benefits of a product or service, and how it solves a specific problem for the customer. Product lead marketing can be used in conjunction with content marketing to provide a comprehensive marketing solution for FinTech businesses.
Key Statistics
According to the Content Marketing Institute, 91% of B2B marketers use content marketing, with 86% of B2C marketers following suit. Additionally, a study by Demand Metric found that content marketing generates three times as many leads as traditional marketing and costs 62% less. Furthermore, a survey by Hubspot found that companies that prioritise blogging are 13 times more likely to see a positive return on investment.
Conclusion
In today’s competitive FinTech market, content marketing is a critical component of any effective marketing strategy. By building trust, differentiating from the competition, and educating consumers, FinTech brands can attract new customers, establish their brand as a thought leader, and drive conversions.
