The fintech industry runs on cutting-edge technologies and market disruption. But when it comes to marketing, especially content marketing, too many fintech companies still rely on outdated methods.
From artificial intelligence to virtual reality, emerging technologies are set to entirely reshape the world of content marketing. Here is what you need to know about the future of content marketing in fintech.
The Evolving Landscape of Fintech Content Marketing
At its heart, content marketing’s role in fintech is no different from its role in any other industry. But what is content marketing, and how is it evolving? Content marketing is a way to build trust and long-term relationships with customers and prospects. Through a combination of education and entertainment, it helps drive customer engagement and, ultimately, conversions while boosting brand recognition and customer loyalty.
But, financial content marketing trends show that the industry is changing. While blog posts, whitepapers, and infographics remain as important as ever, technology plays an even more important role in getting your message out. For the fintech industry, embracing these evolving technologies should be a natural outgrowth from the tech you work with daily.
The Role of AI in Fintech Content Marketing
Artificial intelligence has become big news in all sectors, from scientific research to personalized medicine. And as a leader in the fintech industry, you’re undoubtedly already using AI daily. But how can fintech companies leverage the power of AI in content marketing?
- Predictive analytics. A huge part of successful financial content marketing is understanding what content your audience wants to see. AI is excellent at analyzing vast amounts of data to find patterns and predict behaviors. This means you can create the content your target audience wants without wasting a lot of time generating lists of ideas. You can also track metrics more successfully.
- Filling in the blanks. AI can also help uncover gaps in your existing content. Perhaps there’s a topic you never fully explained in previous blog posts. Or maybe you’re only hitting one segment of your target audience, such as those with a strong working knowledge of the fintech industry.
- Competitor research. AI can do a deep dive analysis of your competitor’s marketing strategies, determine why certain posts rank highly, and identify ways to enhance your financial content strategy to make it more competitive.
The current state of AI in Fintech Content Marketing
AI is increasingly important in content marketing across the board, including in fintech. But it is nowhere near ready to replace human content marketers. It can provide ideas and even first drafts, but its writing tends to be clunky and repetitive, often feeling unnatural to the human reader. Think of AI as a valuable tool in your content marketing arsenal rather than a replacement for everything you were doing before.
Future implications and opportunities
As artificial intelligence continues to evolve, its influence on content marketing will likely grow. It’s possible that within a few years, AI-generated content will be sufficient for basic blog posts and other top-level content marketing. But as anyone who has ever interacted with a chatbot when trying to reach a company representative knows, there is no substitute for the human touch when it comes to communication. This is doubly true for whitepapers, case studies, and other high-end content requiring much explanation.
Blockchain and Content Marketing: A Fintech Perspective
If you haven’t heard of blockchain in content marketing, that’s likely because it is just starting to make inroads into this industry. But it’s a logical step that will likely increase popularity because blockchain helps build trust. And in the current era, that is often in short supply.
Understanding Blockchain’s potential
As you undoubtedly already know, blockchain creates a record of transactions. Each transaction is a “block,” and each block is added to the “chain” of previous transactions. It’s recorded in a transparent, decentralized ledger, with no middlemen who could alter it. But how does this impact the future of content marketing in fintech?
Future use cases and opportunities
Blockchain is still in its infancy in the world of content marketing. But potential opportunities include:
- Verifying ad technology
- Proving that customer reviews are legitimate
- Viewing influencer history and verifying their followers
- Cracking down on fake news
- Offering micro-influencer rewards for promoting your posts
The Impact of VR/AR on Fintech Content Marketing
Augmented and virtual reality are experiencing a boom in content marketing as companies find new ways to build deeper customer relationships. But is it a flash in the pan, or will VR and AR have a real impact on fintech content marketing?
Present scenario
Currently, AR and VR are largely used for big, showy promotions designed to grab attention. From Domino’s recent Snapchat campaign allowing users to order a pizza directly through the augmented reality promo to Lowe’s Holoroom virtual design experience, these flashy promos can generate some buzz. But they don’t necessarily translate into long-term content marketing strategies.
Future possibilities and opportunities
It’s important to remember that these technologies are still relatively novel. As the novelty wears off, there are real possibilities to integrate both AR and VR into customer experiences that truly build loyalty over the long run.
- Individualized customer service. Embedded AR or VR experiences let customers understand fintech in a whole new way.
- Better data visualization. Bring the numbers to life with AR overlays that clearly compare present and past cases to make linkages clear.
- Retail guidance. Through VR for e-commerce or AR for in-store shopping, this technology can guide customers through their entire shopping experience — almost like a personal shopper.
Case Studies: Fintech Pioneers and Emerging Tech
Some fintech companies have already embraced emerging technologies in their content marketing strategies.
SoFi
SoFi is a money management platform designed to help consumers reach their financial goals. The company now offers mortgages, personal loans, and other financial products, but it remains committed to helping people make the best financial decisions for their own unique circumstances.
It’s also a fintech industry leader in the use of technology across all aspects of its content marketing. The platform provides robust, easy-to-follow predictive data that shows users how their finances will be affected by various financial decisions. It also pulls together an immense amount of content designed to improve financial literacy, including step-by-step “how-to” guides and custom calculators.
WePay
J.P. Morgan’s payment platform came out of the gate swinging at its biggest competitor, PayPal. The company literally froze hundreds of dollars inside a 600-pound block of ice with a message stating, “PayPal freezes your accounts. Unfreezeyourmoney.com.” The stunt was incredible on its own, but WePay was then able to use technology to leverage it into a full-blown viral moment that increased weekly traffic by 300% and tripled landing page conversions.
Preparing for the Future of Fintech Content Marketing
How can you prepare now for the future of content marketing? For fintech companies, it should be relatively easy. You’re already working with cutting-edge tools and technologies, and now is the time to start to fold them into your content marketing strategies. From AI to blockchain to VR and AR, you can use these technologies to build trust and stronger relationships with your target audience. Remember that they are merely tools; you will always need a human to manage the content they help you develop.
Are you ready to embrace the future of content marketing in fintech? Learn how the expert fintech writers at ClearVoice can take your content to the next level!
