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As of November last year, there were over 26,000 fintech startups globally, up from over 12,000 in 2019. This figure is expected to grow further, thanks to growing consumer adoption of fintech services. Juniper Research has predicted there will be 4.2 billion digital banking users by 2026, up from 2.5 billion in 2021. The scene is getting incredibly crowded, and established fintech companies and startups need to look for creative ways to drive customer acquisition and compete for the limelight. .
Content marketing can be a great way for businesses to gain exposure. Not only is it a great SEO tool to help increase brand visibility, but a well-thought-out content strategy can be a cost-effective way to engage with existing customers and prospects, as well as generate leads. For example, Demand Metric reported that content marketing costs 62% less than traditional marketing and generates three times more leads per dollar spent.
In this article, I’ll share some great examples of content marketing currently being used by successful fintech startups, which can serve as a reference for other fintech entrepreneurs looking to strengthen their content strategies.
Related: 4 Lessons From Building A Successful Fintech Business
1. Hex Trust
Hex Trust, a fast-growing digital asset custodial service provider, specializes in custodial, DeFi, brokerage and funding solutions for financial organizations and private clients. They have an A+ Resource Center which contains a blog, industry insights, company news and online videos, as well as Hex Trust interviews in webinars and panels. The content is regularly updated and well organized, allowing easy navigation. In Hex Trust’s Monthly Review, they give a monthly activity update, so you can learn more about company activities and developments at a glance. The focus on the customer is also evident, as their articles focus on issues and topics that businesses with digital assets face. They provide in-depth insight into the issues themselves and how Hex Trust can play a gatekeeper role.
2. Bowtie Life Insurance
Founded in 2018, Bowtie Life Insurance is Hong Kong’s first licensed digital insurer focused on providing affordable, direct-to-consumer insurance plans. They have a helpful blog featuring various insurance and health topics, Hong Kong-specific medical issues, and company updates. But what I particularly love are the Bowtie customer testimonials; true stories in which customers tell how they have used Bowtie to solve their medical problems. These meaningful stories add a nice personal touch to the brand and are an example of promoting your products without seeming too hard to sell.
Want to learn more about trade finance or invoice discounting? Deciding whether to opt for invoice financing or invoice factoring? Maybe you want to learn more about the risks and rewards of supply chain finance or find out how to sell your invoices on marketplaces. Velotrade, the digital trade finance platform that connects businesses in need of finance with investors, has it all covered. In addition to a helpful blog, Velotrade has a very comprehensive Learning Center filled with how-to tutorials, expert guides, articles and videos to help you navigate the complex world of trade finance.
Related: 7 Things to Consider Before Launching a Fintech Startup
4. HashKey Group
Another great example of fintech content marketing is demonstrated by HashKey Group, the Asia-based blockchain and digital asset management solution provider. They feature an extensive news and research section featuring weekly market summaries, how-to guides, white papers, published research, and podcasts where industry experts discuss various topics and provide insights. There is a separate Blockchain Research Center, where HashKey Chief Economist David Zou shares the latest in-depth research on blockchain and virtual assets. The reports are free and easily accessible. HashKey gives visitors the option to subscribe and receive notifications for future posts, which is a smart way to build a loyal fan base.
In addition, HashKey offers free educational content through its “HashKey Academy” and “HashKey Learn”, with tutorial videos, where you can learn about specific topics such as tokenization, privacy, smart contract networks and Ethereum upgrades.
The digital investment platform, Aqumon, does a great job in terms of offering market-focused fintech content. Their blog features company news, 101 investing tips, market insights and research, and short stories called “Money Talks”, which are interviews with real people to discuss their relationship with the money. The content looks polished and is organized in a user-friendly way. Their articles include compelling charts and infographics for illustrative purposes, making them easier to read and understand.
Related: Launching a Fintech Startup? Here’s how we built ours
6. One degree
Virtual insurer, OneDegree, has a simple but robust blog that is set up to help visitors easily find the most relevant content, with blog posts divided into categories such as “Pet Classroom”, “Home Buyers Tips “, “HealthHub”. “, “Pet Insurance”, “Critical Illness Insurance”, “Fire Insurance” and “Home Insurance”. It provides short stories, helpful tips, and advanced information about insurance and health care to help people make better insurance decisions. OneDegree does a terrific job of presenting insurance information in an easy-to-understand way without being overly promotional. The stories are clear, conversational and engaging, and you don’t feel like you’re reading a boring bank document. The site also houses an Insurance 101 section that translates key insurance jargon into plain language for consumers.
Content marketing, when done correctly, can help build awareness, increase engagement, and eventually generate leads. This can yield encouraging results for the fintech industry in particular, where consumer trust and confidence are crucial. The key is to identify who your customers are, what their information needs are, and deliver the information to them in a compelling and user-friendly way.