The financial industry is often perceived as complicated and uninteresting, and traditional marketing techniques have failed to change this perception. However, the issue with the finance sector being viewed as “uncool” is not the lack of new channels or methods to reach customers, but marketers failing to make the most of these opportunities.
Consumers nowadays are more informed and aware, and they know what they want. This is due to their active presence on social media platforms and their exposure to a vast amount of information online. Thus, using conventional solutions to tackle modern problems is unlikely to produce the desired outcomes.
To achieve high resonance, reception, and relatability with consumers, marketers need to go beyond conventional marketing objectives. They need to harness the power of content marketing to reach out to the dominant consumer base, which is made up of Gen Z and millennials. These groups are digital-first consumers who actively research products before making buying decisions.
Trust is crucial in financial services, especially in the fintech sector, where technology is replacing the human touch. Building trust with these consumers can be challenging, and traditional marketing methods have limited sway with them. To establish trust, fintech brands should base their content marketing efforts on three pillars: Educate, Empower, and Equip.
As more and more people seek answers about personal finance and smart investing, providing valuable and informative content is a great way to engage them. However, it’s important to ensure that the content is both exciting and educational without compromising on quality. This can be achieved by using snackable content in various formats across multiple channels, such as turning a blog post into a video, listicle, or infographic to connect with the target audience on different platforms.
To make the content effective, it should address the pain points of customers and anticipate those they may not be aware of, explaining how your FinTech offering can solve them. Providing timely information in simple language can empower customers to make informed decisions and equipping them with tools such as mobile apps and embedded features can help them take control of their finances.
Since Fintech companies often lack the advantage of a long-established brand name, producing high-quality content can help establish them as credible thought leaders in the industry. By creating consistent messaging across channels, they can present a unified brand and build trust with customers.
In conclusion, financial companies should focus on using content to drive financial literacy and equip customers with the right tools for a financially sustainable lifestyle. Developing a long-term content marketing strategy can build relevance, brand advocacy, and maximize customer lifetime value.