The Role of Content Strategy in Building Brand Awareness and Loyalty
Content marketing is a necessary and powerful strategy for businesses in today’s digital age. Fintechs looking to build brand awareness and brand loyalty while increasing customer engagement and driving more sales and leads must master the art of content marketing in order to see exceptional results. Content marketing continues to be one of the most powerful drivers for success when it comes to targeted traffic, winning over customers, and converting leads to one’s financial service or product. This type of marketing focuses on the science of creating and sharing valuable, relevant, and consistent information to attract and retain one’s specific audience and demographic.
When assessing content marketing holistically, the goal for fintechs should be to their brand as an authority and leader in their industry. This aspect shows leadership in the space to potential customers who would then want to develop a partnership to join one’s fintech on its journey at the forefront of innovation and technology.
In today’s digital age, customers are bombarded and overwhelmed with an abundance of information and advertising messages. To cut through this noise, fintechs must create content that not only grabs and retains the attention of the audience but also provides needed value to the consumer. This value-driven approach not only assists in establishing a fintech as an authority figure in the industry but also helps in identifying and building trust, ultimately positioning awareness for the company.
So how can a fintech address this content creation strategy to build company awareness and loyalty within their brand? These 12 steps will dive right into how to accomplish one’s marketing goals with trustworthy and forward-thinking content.
- Research the Target Market And Audience
Before a single word of content is typed, it is important to determine the target market and the ideal audience a fintech wants to reach with its brand messaging. Appealing to the wrong consumer and wasting time, human capital, and resources selling to the wrong or unwanted buyer is a worst-case scenario that can be avoided with proper due diligence. Without this step, a fintech risks creating the wrong type of content for the wrong type of consumer and potentially even on the wrong type of media. Using online tools and platforms can simplify this process and provide real-time data to analyze in order to make the decision on which type of content to write, which platforms to send out to, and most importantly, who the target audience or consumer is.
- Define the Selling Proposition
In order for a fintech to stand out in the marketplace, it must have a defined unique selling proposition that makes it different from other products, services, or competitors in the market. A unique selling proposition (USP) is a statement that highlights a fintechs key selling points and advantages that frames the company as an innovator and industry leader. This is vital to portray for consumers to have a reason to trust the company and recognize the brand for its unique advantages.
- Strategic Industry Partnerships
In a fintechs early stage, very few consumers and professionals know about or understand one’s financial product or service, especially on a brand-name basis. Getting one’s foot in the door in the fintech industry as a new startup or business can be difficult and may even rely on the formation of close partnerships with other similar fintech startups or companies. Having partnerships with more well-known companies can make one’s fintech brand more recognizable from association with that company. It can also create a wide network of referrals and connections for the business, which may come in handy at a later moment. Being at the center of the conversation and partnerships allows a fintech to have a finger on the pulse of the in-and-outs of the industry and new innovations and developments. This is the perfect way to build authority and trust while reaching consumers.
- Let Data Drive and Diversity Content
The success of a fintech’s content marketing strategy relies on using data to drive content creation. Publishing and praying does not work as a true strategy. Hence a content creation strategy must be developed with data analytics and insights in mind in order to appeal to and relate better to one’s target audience.This can also provide insight into which platforms to best reach customers on and focus efforts on high-converting media when creating one’s content creation strategy. In order to understand which content creation strategies are working to bring loyalty and awareness to one’s fintech brand, one would need to diversify content across multiple channels to see where it is succeeding and having the most impact in promoting and converting leads to users. Over time, analytics can reflect and present which types of content users engage with most, giving the fintech a direction on which content is needed to be published the most often and which types to remove from the content creation strategy.