What kind of content have you produced at Rain in the past six months?
We’ve done a handful of industry-specific whitepapers. We’re an early wage access provider, so we know that we do very well in a handful of industries, such as hospitality, fast food, security, and staffing. We created a few whitepapers that spoke to those industries and sponsored them on LinkedIn. The more you can customize your content for the specific audience you are trying to reach, the better.
How do you make your marketing content more effective than your competitors?
We’re trying to be as original as possible. Many of our competitors — and most companies doing content marketing — spend a lot of time repurposing other people’s research. Sure, we’re doing a bit of that too, because we don’t have the resources to start from scratch with every piece of content, but we’re also doing as much of our own research as we can. We’re conducting interviews and compiling study data in ways that no one has before.
” You may not have the time, money, or resources to publish new content, but you can go back through your more successful pieces and update them for 2020 to get them in front of your audience again.”
Are there any content formats you’ve stopped producing?
Nothing, actually. We’re doing blogs, whitepapers, videos, and social media posts, and there’s more we’d like to do in the future — but I don’t want to give away all of our plans! I think it’s important to have a variety. Of course, if you notice that one content medium is drastically underperforming compared to your others, it’s probably best to drop it and focus on the others. We haven’t seen that happen yet. Variety helps us reach different audiences.
How has the pandemic affected content marketing efforts at Rain?
There are definitely more people on social media and more people absorbing content — but there is also more content. Competition is higher than ever. At first, we were trying to only scarcely mention COVID-19 because we didn’t want to seem as though we were taking advantage of the situation. But we also learned very quickly that COVID-19 and the current economic crisis are so far at the front of everyone’s minds that they don’t want to hear about anything else. If your content isn’t about what’s happening, doesn’t provide new insight to the situation, or doesn’t address a helpful way to get through it, a large majority of the population will scroll on by. You have to address it to stay relevant. But watch your wording and don’t take advantage of it. It’s a tricky thing.
How can fintechs continue content marketing, with less budget and resources?
Update your old content. You may not have the time, money, or resources to keep publishing new content, but you can certainly go back through some of your more successful pieces and find ways to update them for 2020 and get them in front of your audience again. Sometimes the content you already have is your best weapon.
Who is leading the way with fintech marketing content at the moment?
Mint does a great job focusing its content on its audience. If you glance over their blog, you’ll notice content features images of millennials and young families and includes topics like What To Do The Summer Before College and What is Escrow and How Does it Work.