Blog Content Strategy For A Fintech Product Launch
Disclaimer: All of the strategies and techniques outlined in this document are to be considered as an outline of best practices for product launch content campaigns. Due to the fact that each launch is unique, you may have information that conflicts with the below document or have a strategy in place that will create and disseminate blog posts at different milestones. The information contained in the below document should be adjusted to fit your timelines.
The purpose of this document is to:
- Lay out a strategy with accompanying best practices for technology launches;
- Give an overview of exactly how to create a strategy;
- Identify potential blog post themes and topics
- Give ideas for how to successfully disseminate posts to the public to garner as much growth as feasibly possible.
There are a few types of posts that lend themselves particularly well to fintech launches and below we offer a guideline for a strategy that, based on our experience, is very successful in helping raise awareness.
Blog Post Outline
Keeping in mind the nature of how a technology or product launch operates it is important to create an ordered list of guided posts to help maximize growth and effectiveness. The following guidelines should be followed except where optional, to inform the public about the details of your sale, requirements to participate, and general project information to generate interest.
1. Company goals and project vision: In a short blog post outline your goals, how your project came about, your team, where you want to go, and why your project is so important. Be sure to list your launch date if you have set one.
2. Your technology: Write a blog post, breaking down into layman’s terms, the utility of your technology, its application, what it does better, and the industry it is aiming to disrupt. Remember this should not be as complicated as any technical documentation. Keep it very simple.
3. Address a timely event: Make sure you grab a recent event that relates to your tech and what your project is doing. It is good to help paint potential use cases of your project so that your community can see the value in what you are doing.
4. Your launch:Outline the specifics of how your technology is going to be launched and explain the proper steps to register so that people can get involved.
5. Ask-Me-Anything (AMA): Make sure you take the top questions and concerns about your technology from your social channels (you can do a poll), Reddit (create an AMA post), or general FAQs that you run into and create a post addressing these concerns concisely and accurately
6. Freeze code and bounty (optional): If you are open source, take your code and release on Github, be sure to announce some type of bounty program. This helps get developers’ eyes on your project and can serve as a cheap way to find bugs and security vulnerabilities before the bad guys do.
7. Hack-a-thon (optional): A good way to get the community talking about your project is by hosting a hack-a-thon. Write a post that announces it and release it.
8. Instructional post on your technology launch: Make a video, take screenshots, and/or create a checklist so that the public knows exactly what they need to get involved.
9. Post-launch update/Thank You: Publish the results of your launch and thank them for everything they did to help your technology become a success. If there are still products to sell, registrations left, etc. then give them an update on that so they don’t miss out (i.e. create scarcity).
10. Updates & news: Post launch it is a good idea to continuously update your community with information about your project and company. Be sure to post these regularly as it helps increase awareness and subsequently can help your technology or company grow.
Best Practices for Writing
There are a few general rules to keep in mind when actually writing a post. For purposes of clarity, efficiency, and reader experiences consider the following when writing your posts:
- Attach a post from an important company figure (i.e. CEO, CTO, Founder, etc.).
- Write to a 10th grade audience. Whenever possible your messaging should be at a 10th grade reading level because the audience that you are writing to will likely not have the same understanding of the technology as you and needs to be able to understand it. Here is another place where simplicity is very important.
- When designing the post, keep it as simple and as minimalistic as possible. It is a common mistake to overkill the design. When over-engineering occurs, the message then comes across as long winded, unsophisticated, or in some scenarios — spammy. In marketing, copywriting and design, everything should be precisely as long and simple as it needs to be.
- The blog post should be succinct and to the point. When writing these blogs keep in mind what you are trying to accomplish and steer the reader to the call-to-action in as few words as possible. The longer a post is, in most cases, the less likely it is to hold the attention of the reader. The general rule here is short and sweet.
- It is very important that you have at least one call-to-action (CTA) per post and make it very clear and simple to execute. The second a reader sees the CTA it should be abundantly clear what needs to be done.
- Provide value in your writing. Give the reader actual substance and a reason that will compel them to act on the goal that you have laid out.
Dissemination of these posts should always be through all possible social mediums and message boards that your company has access to unless otherwise mentioned in a planning call.
Remember to post on the following:
- Chat channels
There are several different promotion strategies and depending on the specific strategy you may have discussed be sure to consider the following:
- Always include a web link to your project home page and the date of your launch when it is set;
- Be sure to have your team promote the posts on any channels and accounts that they manage (if they can).