B2b fintech marketing: Making content work for you

So, you’ve got fintech at your fingertips, the digital world buzzing around you, and the drive to take your business to new heights. Now, what’s the secret sauce that’s going to put your B2B fintech firm on the map? 

It’s content marketing.

You may ask, why all this buzz about content marketing? Here’s the deal. According to the folks at the Content Marketing Institute, 73% of B2B marketers are using content marketing to reach their customers. That’s not just a majority, it’s almost everyone!

And there’s more to the story. DemandMetric found that content marketing isn’t just popular, it’s effective, generating three times as many leads as traditional marketing and costing 62% less

And even if that doesn’t get your attention, consider this – businesses with blogs get twice as much email traffic as those without, and websites with blogs have 434% more indexed pages.

But let’s take a pause and talk about the elephant in the room – the challenges. B2B content marketing isn’t a walk in the park. It’s a constant balancing act of creating content that’s not only high-quality and engaging but also caters to a unique business audience with specific pain points and needs. Then there’s the hurdle of decision-making chains that can be longer and more complex compared to B2C. And let’s not forget about maintaining a consistent brand voice while often communicating with various stakeholders across different industries. Buckle up, because it’s quite a ride.

Understanding the B2B Fintech Audience

Diving into content marketing means first understanding your audience. And in the B2B fintech space, this means more than just knowing they work in finance. Consider their role in their company, the problems they face daily, and the solutions they seek. Run surveys, conduct interviews, analyze any available customer data, and create detailed buyer personas. This will help create a vivid image of your ideal customer. The closer you can get to their needs and wants, the better you can tailor your content to resonate with them.

Fundamentals of B2B Fintech Content Marketing

Every great project begins with a solid foundation, and in this case, it’s a well-thought-out strategy. Start with your unique value proposition. What sets your B2B fintech business apart? Use this to define your content marketing goals, such as raising brand awareness, driving website traffic, or generating new leads. Once you have the ‘what’ and ‘why’, you can start plotting the ‘how’ – your strategy. This should detail what types of content you’ll create, how you’ll promote it, and how it aligns with your broader business goals.

Creating Compelling B2B Fintech Content

The key to creating compelling content is to provide value to your audience. Use your understanding of your audience and industry to guide your content creation. For example, if your audience struggles with understanding the impact of AI in finance, you could create a series of blog posts or a whitepaper that breaks down this complex topic. Make sure your content is not only informative but also engaging. Use storytelling techniques to bring your content to life, and personalization to make it feel more relevant to each reader.

Implementing Content Marketing Tactics

Getting your content in front of your target audience is a multifaceted process that requires both a strategic approach and a grasp of the latest technologies. Here’s a deep dive into some key tactics:

1. SEO Optimization

Start by ensuring your content is SEO-friendly. This means conducting keyword research using tools like SEMrush or Moz to identify high-volume, relevant keywords in the fintech space. These keywords should be woven naturally into your content, including titles, headers, and meta descriptions. Beyond keywords, maintaining an easy-to-navigate website, boosting site speed, and securing high-quality backlinks can all contribute to your SEO performance.

2. Content Distribution

A. Social Media: LinkedIn is particularly valuable in the B2B landscape. Regularly sharing high-quality content, engaging with comments, and participating in industry-specific groups can raise your visibility. Twitter can also be a powerful tool for sharing bite-sized insights and engaging with industry discussions. Facebook and Instagram, while more B2C-oriented, can be useful for showcasing your company culture.

B. Guest Posting: Reaching out to established fintech blogs or industry publications for guest posting opportunities can put your content in front of a wider, relevant audience. Not only does this increase your brand exposure, but it can also boost your SEO through backlinks.

C. Content Syndication: Websites like Medium allow you to republish existing blog posts, increasing their visibility.

3. Email Marketing

Despite being one of the oldest digital marketing tactics, email marketing remains incredibly effective. Tools like MailChimp or Constant Contact can help manage your email campaigns. Regular newsletters featuring valuable content can keep your brand top-of-mind. Segmentation and personalization can significantly boost engagement rates. For instance, you could have different email series for CTOs and CFOs, reflecting their unique interests and pain points.

4. Sponsored Content

As organic reach becomes harder to achieve, sponsored content can be an effective way to reach your target audience. This could be a sponsored post on LinkedIn targeting specific industries and job titles, or a sponsored content piece on a popular industry publication.

5. Webinars and Virtual Events

Especially in the wake of the COVID-19 pandemic, virtual events have become a key platform for B2B marketing. Tools like Zoom or On24 can help host webinars or virtual roundtables. These events can offer deep-dive insights into a hot industry topic, often attracting a highly engaged audience.

6. Leveraging AI

AI can significantly enhance your content marketing efforts. New content creation has been made incredibly easy by generative AI. It allows you to create all types of content in a ridiculously short amount of time, whether it’s text, images, or videos.  

7. Voice Search and Smart Devices

As more users turn to voice search and smart devices, optimizing for these platforms can help future-proof your content marketing. Ensuring your content is easily readable, includes question-based keywords, and is structured in a way that Google can easily pull snippets from can all boost your visibility on these platforms.

Remember, the best strategy is typically a blend of several tactics. It’s also crucial to continuously test, measure, and refine your tactics based on what’s working best for your unique audience.

Leveraging Tools and Technologies

Technology can be a content marketer’s best friend. Use tools like Google Analytics to track the performance of your content, social media management tools to schedule your posts, and email marketing platforms to manage your email campaigns. These tools can not only make your life easier but also improve the effectiveness of your content marketing efforts.

Case Studies: Success Stories in B2B Fintech Content Marketing

Learning from the best can provide valuable insights. Identify companies that have succeeded in B2B fintech content marketing. Analyze their strategies, their content, and their promotional methods. What can you learn from them? Can you adapt some of their tactics to fit your own strategy?

Measuring the Success of Your Content Marketing Efforts

The only way to know if your content marketing efforts are working is to measure their performance. Define your KPIs based on your content marketing goals. Are you looking to drive traffic, generate leads, or improve conversion rates? Use tools like Google Analytics to track these metrics and adjust your strategy accordingly.

Trends and Future of B2B Fintech Content Marketing

Staying on top of industry trends is crucial in a field as dynamic as content marketing. Are there new platforms you could be using? Is there a trend towards a certain type of content? Keep your finger on the pulse of the industry to ensure your strategy stays relevant.


Success in B2B fintech content marketing isn’t achieved overnight. It requires a deep understanding of your audience, a clear strategy, engaging content, and a continual process of measuring and refining your efforts. However, with patience and persistence, your content marketing can drive significant growth for your business.

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