Creating engaging content is only the first step of the process. Of course, researching and writing your content takes a lot of time and effort.

 

We can’t ignore the fact that, whether you’re in the B2B or B2C space, standing out against fierce content marketing competition has become quite challenging. 

 

As content marketers shout from the rooftops that “Content is King” and everyone has heard, it’s getting increasingly hard to be heard above the din.

 

As per WordPress stats, the most popular and widely-used content management system (CMS) in the world, 70 million new blog posts are created each month, with 409 million people viewing more than 20 billion pages each month. 

 

What is Content Distribution?

Many marketers start off just by creating content, expecting traffic, expecting reach, and expecting profits to follow. 

 

But the profits never come as they miss a key component of the puzzle, and that is distributing the content.

 

Content Distribution - Fintech Companies

Image Source: Ross Simmonds

 

Content distribution refers to how brands use to reach large, targeted audiences through content.

 

It has always been challenging to market B2B content, but it has become much more so with the advent of technology. 

 

It is no secret that people live in an age of information overload, so it is hard for them to conveniently consume your content.

 

If you want to break through the noise and catch their attention, you need to create quality content consistently and then distribute it intelligently.

 

Fintech Content Marketers can engage and educate their audiences with high-quality content to build brand credibility through three primary channels: Owned Media, Earned Media, and Lead Generation Media.

 

Why is Content important to Fintech Companies?

Everyone in the Fintech space invests heavily in content, right? 

 

Let’s discuss WHY content is so important in the Fintech world.

 

We can point to four main reasons why content is so important:

 

4 Main reasons why content is so important:

1. Consumers are Smart and Aware

As is the case with most people, we were not taught about taxes, mortgages, or investing during our education years. 

 

Then, where do you go when you realize you need to know anything about financial services? 

 

Google!

 

As a result, more than in any other industry, financial services customers like to do a search before making a decision.

 

Search - Content Distribution - Fintech Companies

 

As Financial Service consumers often look up products before buying them, so providing answers to their questions provides an excellent way for you to position your product whenever they search.

 

2. Financial Jargons

It is often necessary for Fintech companies to educate people about fintech services before we can convince people to sign up.

 

If you think about crypto or trading, these products and services always have a learning curve.

 

No matter what, you’ll need to educate your customers — why not use written content to do so?

 

3. Be Organic, Save Money

Almost all financial ads are restricted, with some restrictions getting more and more strict. 

 

Pay-per-click and paid advertisements are great ways to reach more people, especially when you’re promoting content. But, the average Customer Acquisition cost in this industry is too high – 640 USD.

 

Over time, content and organic marketing are cheaper than paid marketing.  However, you need to make sure you create the right type of content and have an effective content distribution strategy.

 

4. Take the “Trust” Challenge

As Irina Nicoleta Scarlat, Chief Growth Officer, Bitpanda, mentioned in her talk at Top 30 Most Influential Fintech Marketers of 2022 by The Fintech Marketing Hub that

 

“Fintech marketing is about trust, not buzz. It’s about helping people make the most of their money, not about generating hype.”

 

bitpanda - Content Distribution - Fintech companies

 

It is much more likely that you will trust a company that wishes to educate you rather than one that does not. When you invest in your customers and take the time to educate them, you appear trustworthy.

 

Why do Fintech Companies Need to Consider Content Distribution?

Creating content is just the beginning. 

 

Your FinTech Content marketing strategy must include a solid Fintech Content Distribution plan.

 

If you want your Content Marketing efforts to be successful, your content must be promoted and distributed to the right people to increase its chances of being noticed. 

 

When you have an effective content distribution strategy, you can rest assured that your content will be read. 

 

Diversify your channels like your investment, so that when one fails, there are others to fall back on.

 

So, what are the most effective Fintech Content distribution strategies? 

 

Let’s look at a few. 

 

Top 8 Content Distribution Channels for Fintech Companies

1. Email Marketing 

Even though many people dislike email, it is still the most important means of communicating for most businesses.

 

Your FinTech marketing content must go on your email list.  Get people to sign up for your newsletter, collect their emails, and email them directly.

 

Your subscribers will also appreciate you creating exclusive content just for them.

 

As your leads move through your inbound marketing funnel, you must create high-value content to educate your prospects about your solution and Fintech industry trends – eBooks, white papers, research reports, case studies, etc.

 

2. Sponsored Content 

It is best to sponsor a company or influencer who speaks about topics relevant to your core audience or whose target audience aligns with yours. 

 

Sponsored content can be shared by a person or brand alike and comes in many formats: images, videos, podcasts, and more. 

 

In comparison with just watching an advertisement, audiences should walk away from sponsored content feeling like they’ve learned something interesting. Having a credible, memorable, and most importantly, trustworthy brand increases your brand’s reputation.  

 

Ankur Warikoo Small Case Content Distribution Fintech Companies

Image and Video Source: Warikoo Youtube Channel

 

3. Social Media Marketing 

Marketing through social media looks easy, but it is incredibly challenging. 

 

In the Fintech industry, it is even more challenging. 

 

It is common for Fintech companies to do social media marketing incorrectly: they post links, drop random questions, and fail to engage their followers.

 

Engaging in this way is not the right thing to do. 

 

Look at Instamojo’s Instagram & Twitter for their social media content distribution. The brand is using different content formats and styles to educate and encourage its audience to engage.

 

Fintech Companies - Content Distribution

Instamojo Instagram

 

Instamojo Twitter - Content Distribution - Fintech Companies

Instamojo Twitter

 

4. Influencer Marketing 

The basic concept of influencer marketing is to work with industry experts. Because it’s all about building connections with people, it is one of the most effective ways to distribute. 

 

Look at Coinswitch Kuber’s collaboration with one of the Indian Finance Content Youtuber and Influencers – CA Rachana Ranade.

 

CA Rachana Ranade content distribution fintech companies

Image & Video Source: CA Rachana Ranade Youtube Channel

 

Youtubers, bloggers, newsletter writers, and even other companies can act as influencers. Anyone who produces content can act as an influencer.

 

CoinSwitch Kuber has also recently joined hands with the famous Indian magician, YouTuber, and mentalist – Suhani Shah for her show. 

 

suhani shah coinswitch content distribution fintech companies

Suhani Shah

 

5. Guest Posts

You provide content and publish it on someone else’s site in the guest posting. Getting backlinks and building a relationship are two of its goals.

 

You could write a blog post with a link or exchange blog posts and exchange links with the other party.

 

The best benefit of guest posting on fintech sites is to network with other bloggers, promote your fintech content to a wider audience, and acquire valuable SEO backlinks.

 

You should always be clear, direct, and personable when you reach out to people.

 

6. Content Syndication 

Content syndication refers to posting and promoting your content on third-party sites. Your content stays on your site, and you give others permission to copy it and post it on their site using the rel=canonical tag.

 

These websites have large, established audiences and high domain authority (DA), so they have a higher likelihood of being found in search results than your own site.

 

By diversifying content into syndication, fintech companies can reach an entirely new audience.

 

Check out these content syndication networks: Outbrain & Taboola

 

7. Blogs 

In FinTech Content marketing, the goal is to drive people to your website and then direct them into your inbound marketing funnel, which leads to sales.

 

Creating regular blog posts on your website is an essential step in the Content Distribution process. 

 

Your website will become search-engine-friendly as you build keyword-rich blogs. As you publish your blog posts, you can also promote links to them across social media, attracting traffic from these channels wherever possible.

 

8. Forums & Communities 

Engaging in FinTech forums and communities is an excellent way to ensure that the right people hear your FinTech marketing content.

 

Discussions take place regularly on these forums, and you can find many of the very people who can help you spread the word or find business partners and investors.

 

FinTech Connect and FinTech Circle are a few examples of Fintech Communities. 

 

Conclusion 

Content Distribution is as important as creating content.

 

When it comes to FinTech companies, getting people and businesses to believe that you have a solution that will transform how they manage their finances is a real challenge.

 

You’ll need well-researched and engaging content to achieve this – and that’s going to take some time and dedication.

 

Once the hard work is done, you need to ensure that your content is distributed in a timely manner.

 

And this is why great FinTech companies investing in content marketing also focus on a good Fintech content distribution strategy.

 

If you need help with your FinTech Content Distribution plan in general, please feel free to contact the LexiConn Content Distribution Service Experts.

 

And don’t forget to fill out the form for your FinTech Content Distribution strategy.