You need an ever-flowing source of fintech content ideas to drive content marketing. Here are 11 content ideas to help you cover these requirements, broken down by their suitability for your company’s growth stage.
Fintech Content Ideas for Startups
Startups may need to lean on storytelling and behind-the-scenes content to forge authentic connections, instill market confidence, and set their solutions apart in a crowded space.
1. Publish Longform Articles
Longform content is a prime opportunity for fintech. Only about 15 percent of fintech blogs have at least one article of more than 2000 words. If you’re a content marketing manager in B2B fintech, you can use long-form content to cover niche subject matter such as payments infrastructure or embedded financial services. Long-form works well for topics like this because buyers often have many questions, and they need in-depth explanations.
2. Produce Case Studies
Happy customers are a huge asset to any brand. Whenever possible, create content explaining how your business helped your customers overcome frustrating problems.
Look at this Plaid case study about how online lending marketplace LendingTree turned to Plaid to help its users share their financial data with the company. Together, Plaid and LendingTree made it easier to originate loans and verify borrowers.
Plaid’s case study details how LendingTree users who connect their financial accounts with Plaid log on to LendingTree 60 percent more often. Has your fintech achieved great results for its customers too? If you said yes, then it might be time to turn some of those outcomes into a customer success story.
3. Create Founder Bylines
Create a series of bylined articles framing the founder’s entrepreneurial journey, including challenges faced, lessons learned, and milestones achieved. This transparent approach can humanize unknown fintechs and keep partners and potential investors in-the-know.
Fintech Content Ideas for Scaleups
Once your fintech is at the scale-up stage, it becomes more important to reinforce your market presence, engage stakeholders, and tailor content to a long and complex sales cycle.
4. Ghostwrite Articles for Experts
Opinion pieces help your brand to drive conversations. You can show expertise, establish your brand as an authority, and create content that is timely and relevant.
Consider working with fintech ghostwriters if key executives are too busy to write opinion pieces themselves.
5. Host Educational Webinars
Host interactive webinars or virtual workshops addressing trending topics, industry challenges, or best practices within the fintech space. These live events offer opportunities for audience engagement, knowledge sharing, and lead generation, contributing to brand authority and market credibility.
6. Create In-Depth Whitepapers
Whitepapers are another way to build thought leadership.
For example, credit scoring data firm CredoLab offers in-depth whitepapers that give audiences a full but jargon-free look at new updates in the credit scoring landscape.
For B2B fintech, make sure your whitepapers address a compelling business need from your target audience. For example, CredoLab explains how their alternative credit scoring solutions spur further financial inclusion and help extend loans to the unbanked and underbanked.
7. Design Useful Infographics
Written content is not the only game in town. Take a look at Paypal’s infographic exploring how consumer shopping habits changed during the pandemic.
The infographic shows show consumers are shopping online more than ever, at just a glance. The infographic even links out to the study its content is sourced from, offering readers a way to get more detailed explanations if they want it.
Infographics are well-suited to fintech because it’s rife with data. Infographics are also versatile. You can insert them into newsletters, articles, or publish them across social media.
Fintech infographics can make complex concepts like blockchain or decentralized finance digestible for the average person. Publishing infographics that succinctly explain high-level concepts will mark your business as a better communicator than many of your competitors.
8. Build Interactive Content
Website price calculators, templates, or checklists are another kind of content to consider. Wise readily provides a calculator on their site so people can calculate transaction fees.interactive tutorials or how-to guides demonstrating your fintech solution in action. Engaging resources can help customers onboard and reduce customer support queries.
9. Interview Experts for a Podcast
Yes, it’s important to share the company’s expertise. But you should also consider sharing views from outside the company too. That could be your partners, customers, industry analysts, consultants, or well-known industry commentators.
Fintech writers and content marketing managers who interview outside sources can gain insights to power unique and advice-laden content. And here’s the bonus. The experts you interview are also likely to share your content across their network.
Morgan Stanley’s Thoughts on the Market podcast is one example. The podcast has a rotating cast of hosts with varying expertise, making it easier to cover a wide breadth of topics quickly. The podcast has reportedly gained over 25,000 social media shares.
10. Develop Visual Tools
Interactive data visualizations or dashboards can help you showcase proprietary data insights or industry trends. These dynamic visual assets not only capture attention but also empower users to explore complex financial data intuitively — reinforcing a unicorn’s reputation for innovation and expertise.
11. Create Industry Glossaries
Glossaries are useful for serving top-of-funnel visitors searching for definitions and explanations. These glossary entries can then be used as internal links, with relevant anchor text placed in content across your website. Once you have built a thorough glossary, you can analyze the most-visited entries to inform other content production.
Fintech Content Ideas for Unicorns
Unicorns have the liberty of being able to outspend the vast majority of other fintechs. By this stage, fintechs may need to start viewing content through a lens of long-term brand-building, global reputation, and partner and ecosystem relations.
12. Publish a Magazine
Traditional financial services companies use magazines and publications to build authority and well-funded fintechs can too. When written and designed with editorial flair, magazines give potential buyers more reasons to remember your brand.
13. Develop Partner and Ecosystem Content
Highlight strategic partnerships or collaborations with leading financial institutions, technology providers, or regulatory bodies. This can help unicorns strengthen market positioning and drive broader ecosystem growth and innovation.
14. Host Filmed Panel Discussions
Startups and scale-ups often turn to animations and narrated explainers when producing video content. Unicorns need a more polished and premium look. And that’s when journalistic methods can drive better brand perceptions. For example, look at how one cryptocurrency exchange partnered with a financial media company to produce a series of filmed panel discussions about the future of the dollar, cryptocurrencies, and decentralized finance.
15. Produce Your Own Conference
Conferences are definitely on the costlier and more resource-intensive side of things. But a conference can gather your audience together in the same place, in a way so few content formats can. Leaving an event’s networking and business development opportunities aside, conferences also stand out as a rich source of future content. Panels can be recorded and then provided on demand as gated assets on your resource hub. The best sessions can also be repurposed into recap articles, giving you vastly more bang for your buck than other content activities.
