Breaking down complex information and transforming it into an engaging and insightful piece of content can be challenging. And that's when many fintechs turn to seek professional content support. But what should they look for when selecting a supplier? Kathryn Strachan, Managing Director of UK's leading fintech content agency Copy House, outlines the top 5 factors fintechs should consider when selecting a content marketing partner.
Breaking down complex information and transforming it into an engaging and insightful piece of content can be challenging for a generalist content marketing agency. That’s why you need experts who really understand the complexities surrounding fintech marketing as well as your brand and your target audience.
To help you elevate your fintech brand, we’ve put together 5 key features to look out for when selecting a B2B content marketing agency for your fintech business.
1) Are they experts in your field?
As we move towards a digital age, it has become more apparent in the B2B sector that content marketing is vital for boosting organic traffic, generating leads and increasing sales.
However, with this increase in demand, it’s noteworthy to ensure that the content marketing agency you select to boost your brand’s presence is capable of understanding you and what makes your brand unique.
When it comes to marketing for a fintech brand, due to its complex nature, it can be a challenge for a generalist content marketing agency, journalists or freelancers to completely understand the nature of the topic.
That’s why you need to find a fintech marketing agency that has copywriters who already have a deep understanding of the complex nature of your brand. This way you can rest assured, that they will be capable of breaking down this difficult information and transforming it into engaging and insightful content for your target audience.
This is particularly important if your target audience is far from being ‘tech-savvy’.
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2) Can they create an SEO marketing strategy fit for your brand?
Content marketing has definitely advanced over the years. It’s now more than just a flyer or billboard to showcase a brand. In fact, according to Semrush, roughly 84% of B2B businesses have a content marketing strategy in place.
So when you hunt for a fintech marketing agency, look for one that can help you cut through the noise, stand out from the crowd and create a solid content marketing strategy supported by sound SEO.
Just to clear up any ambiguity, SEO stands for Search Engine Optimization. Good SEO essentially allows your content to rank higher on search engines, so when your target audience searches for a specific search term, your site will pop up on top of the search results.
It’s worth noting, the first five results on a search engine results page receive 67.6% of clicks. Meaning, if your SEO is weak and your content isn’t amongst the first five, your chances of generating organic traffic to your site will decrease dramatically. That’s why it’s crucial to find a content marketing agency that is not only trained in SEO but are experts within the field.
3) Do they harmonise both copy and design to engage your target audience?
If the copy of your content is not supported with adequate design, your audience will get bored and leave despite how insightful it is. This is why 80% of SMBs have ranked graphic design as an essential factor to their company’s success.
It’s also worth noting that fintech content can often be complex; therefore, visuals can help push content further by breaking down the difficult text and making it more accessible. It can also help your audience retain your information for longer.
Statistics show that when people read or hear information, they can only recall 10% of it three days later. However, if the information is paired with visual assets and great design, they’re likely to retain 65% of that same information three days later.
Although design is crucial, a piece of heavily designed content that fails to have strong copy can also be problematic. That’s why you need to find a content marketing agency that can balance both copy and design well.
If you outsource one of the two or have two different departments dealing with them, they can lack communication, and the overall outcome can look out of place. That is why we recommend you select a content marketing agency that can take care of copy and the design from the very beginning of the project.
4) Do they have case studies or testimonials that prove they deliver high-quality content?
Would you purchase a product without reading the reviews? Or would you walk into a restaurant without checking their hygiene rating? Then why would you opt for a content marketing agency with little to no evidence of their claims that they provide a great service?
When researching a content marketing agency that can boost your fintech marketing efforts, always check whether they have a portfolio of their work that they can present to you. This will give you a taste of the type of content they can produce.
Also, read any case studies that they have published and ask yourself the following questions. Do their other clients have similar issues to you? Did they resolve these issues? What results did they achieve, and how? And can your unique brand benefit from this service?
Although the case studies written by the content marketing agency should include testimonials, do not just rely on them. Also, look at any online reviews they may have received. You can check numerous sites, from Google to Clutch. Researching this will give an insight into what it’s like working with the agency and whether you can really trust them.
5) Do they focus on your audience?
Knowing your target audience is essential when marketing your fintech brand. If you cater for everyone, you’ll reach no one. That’s why you must find a B2B content marketing agency that focuses on your customer avatars and caters specifically for them.
Creating a customer avatar requires you to sit down and really think about the person you are targeting. Even in the context of a B2B company, you must always remember that there is an individual on the other side of the screen who has needs, pain points and problems that require your solutions. Although they may not be the final decision maker, your content must cater for them as well as the final decision-maker.
Researching and delving deep into who your customer avatar is and how you can better interact with them requires a lot of thought. For example, you must observe their pain points, what’s keeping them up at night, how you can help solve this, the type of tone of voice or content which will grasp their attention and so on.
To do this successfully and get your content in front of your target audience, you need a content marketing agency that can sit down with you, discuss your customer avatar and develop a content marketing strategy that not only fits you but also fits your audience.
Although it can be a challenge to find the right fintech marketing agency that fits your brand’s needs, the five tips above should help you make a confident decision on which content marketing agency is the right fit for you.
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About the author: Kathryn Strachan is the Founder & Managing Director of Copy House, a content marketing agency specialising in the technology industry, turning complex technology and jargon-heavy language into digestive, fun and engaging content.
By crafting SEO optimised, educational content, Copy House helps fintech giants like Klarna, Nutmeg and Modulr increase brand awareness, build trust and generate more leads.