How to Master Content Design for Fintech Marketing
Content design is a core aspect of marketing for any business, but each industry has its own unique challenges and opportunities. For example, because of the complexity of their products, fintech brands may struggle to explain what they offer in a concise, persuasive way.
In this article, we’ll help you master the art of fintech content marketing by offering our top content design tips. We’ll look at ways that fintech companies can effectively market their products, as well as discuss the hurdles that might make fintech design trickier than other marketing projects. Keep reading to learn more.
Keep It Simple (But Not Too Simple)
Explaining what a fintech product does often means having to use both complex technical terms and esoteric financial concepts. When it comes to marketing, this is a difficult hurdle to overcome, as it makes it hard to create short, snappy slogans and product descriptions.
To help design more accessible marketing materials, it’s important to simplify your fintech content marketing as much as possible. Focus on the impact of your product, rather than all the technical details of what it does. Highlight easy-to-digest benefits, such as increased profitability, improved efficiency, or the automation of time-consuming tasks.
However, it’s important to keep in mind that over-simplifying your product offering can also alienate your audience. If you don’t mention some of the key technical features of your product, or fail to touch upon some of the complex financial concepts that relate to the product, your fintech content marketing may end up being too vague. Overly vague marketing won’t target your intended audience effectively, and even if it does reach the consumers you hope to target, they may not realise that the product can help them.
When it comes to simplicity, balance is everything. While every business is different, a good starting point would be to focus on three or four technical or financial aspects of your product and try to explain those in a simple, accessible way. If consumers would like to know more, make sure you make it easy for them to get in touch.
Make Everything Visual
While it’s the best way to provide detailed information on your product, written content can be dense and time-consuming for your audience to read through. Short-form social media posts aside, it’s unlikely that top-of-funnel consumers will take the time to read any of your marketing materials, especially if they look at complex fintech concepts. It’s much easier to catch their attention using visual assets.
Fintech design works well with visual marketing materials like infographics, because most fintech products will provide a significant amount of quantitative data that can be easily expressed via numbers or charts. So, by using visual assets, you allow your audience to gain an understanding of your company without having to read through dense paragraphs of text.
What’s more, visual assets are a great foundation to build your social media posts. By hiring a dedicated graphic designer to create attractive, eye-catching marketing materials, visual assets can supercharge your fintech content marketing. Even if you can’t afford to hire a designer full-time, using a freelancer or a graphic design agency can achieve the same results.
As we mentioned above, most fintech products produce a lot of quantitative data that can be expressed through numbers, rather than qualitative information that’s better expressed through illustrative quotes. One of our key content design tips is to lean into this: use numbers and statistics wherever possible in your fintech design and content marketing.
There are three core reasons why statistics should be a key element of your fintech content marketing strategy:
Short and simple: Statistics are often the best way to present the benefits of your product because they don’t take long to read and (most) readers will comprehend a statistic at a glance. This also makes them perfect to include in social media posts.
Work well with visual assets: From a design aspect (if you’re creating infographics) statistics are much easier to fit into a visual asset than a paragraph of text.
Efficiently communicates benefits: For most B2B fintech companies, your target market will include a lot of very busy people, from C-suite executives to software development team leaders. As such, you’ll want to find a way of explaining how your product can help as quickly as possible. Statistics are perfect for this task.
Keep Your Brand at the Forefront
Regardless of the type of marketing materials you choose to rely on, your branding needs to be a consistent thread throughout all of your fintech content marketing efforts. Doing so helps reinforce your brand identity to your audience, which is crucial if you hope to differentiate yourself from your competitors.
If you’re relying primarily on visual content, reinforcing your branding can be as simple as using colours related to your brand, or making your logo a prominent part of your infographics. Additionally, you can try using statistics that directly relate to your unique selling points to help your content stand out.
CopyHouse: Fintech Content Marketing Experts
CopyHouse is a content marketing agency specialising in technology brands. Since 2019, we’ve helped some of the world’s largest firms leverage content marketing best practices to achieve their goals.
Our expert team of creative professionals can guide your fintech content marketing campaigns, optimise your content and enable your growth using data-driven strategies and robust reporting. As well as creating simple, impactful written content, we can provide eye-catching visuals and engaging social media posts.