Why FinTech Start-ups Need Content Marketing

For FinTech start-ups, an effective content marketing strategy can harness influence within the sector, tip funding bids in their favour and drive sales.

In the ever-evolving field of financial technology, it’s especially important for FinTechs to stand out from the crowd and position themselves on the edge of innovation. We look at how carefully planned content can help FinTech start-ups weather the storm as they aim to develop into sustainable, in-demand businesses.

The FinTech landscape

According to figures released by HM Treasury, the sector received a record £2.1 billion investment in the first three quarters of 2017, an impressive figure considering uncertainty in the UK’s financial industry following the Brexit vote. Perhaps even more surprisingly, data from London & Partners also states that UK tech firms attracted approximately four times more funding in 2017 than Germany, France, Ireland and Sweden combined. One thing is certain: the market is buoyant for FinTech start-ups.

Content strategy: counteracting start-up stumbling blocks

Despite no shortage of funding opportunities, FinTech start-ups face a number of challenges as they navigate the journey to becoming an established company. Below, we take a look at some of the most common stumbling blocks and the way in which an effective content marketing strategy can help minimise them:

• Recruitment

The rise and growing success of FinTech companies mean candidates are certainly not short of opportunities. To attract the best talent, start-ups have to work hard to outshine fellow recruiters. On top of this, as the sector experiences rapid growth, it is also experiencing a shortage of data scientists, developers and FinTech specialists which emphasises the need for start-ups to position themselves as attractive, innovative places to work. A content marketing strategy focused on positioning the business in this light is crucial in order to compete for and attract the best talent. Think punchy, engaging careers pages and fresh job descriptions that echo brand ethos.

• Funding

With the majority of FinTech start-ups funded by angel investors, an effective content marketing strategy could be the difference between securing funding or sinking. A sleek, well-structured website containing useful, easy-to-find content tailored to potential clients reassures investors that the business is well-positioned to generate leads and drive sales, and shows they understand the power of inbound marketing.

At WooContent, we work alongside businesses to ensure your website is polished and written in a way that places you as an expert so it’s appealing to target clients.

• Brand awareness

As we’ve seen, FinTech start-ups are enjoying record amounts of investment, but these funds are often required for development, resulting in surprisingly modest marketing budgets. The ability to create and develop brand awareness on smaller budgets therefore becomes a real plus. In many cases, adopting an inbound content marketing strategy is a great way to achieve this.

Running social media campaigns built on organic content of genuine interest to potential clients is one way of increasing awareness of your brand. Monitor social interactions amongst your target audience and take note of popular content that may guide and inspire your campaigns.

According to Search Engine Journal, inbound leads typically generated from SEO, blogs or social networks have been shown to cost 60% less than outbound leads such as more costly cold calling or email marketing, with statistics from Doyen Digital via Search Engine Journal showing that SEO-generated inbound leads have a 14.6% close rate, while outbound leads have a 1.7% close rate. Creating organic content that resonates with your target clients and incites them to engage with you is key here.

• Generating leads and enquiries

Lead generation is a huge part of gathering momentum as a start-up. Email marketing is a great way of generating and converting leads. Email campaigns should be complemented by engaging landing pages and bold CTAs. Make calls-to-action short and actionable and ensure landing pages work in harmony with them. Landing page copy should consistently root back to the message conveyed; whether this concerns buying a product, signing up for a service or subscribing to a newsletter. Further tips on this can be found on CMI’s website, where they’ve compiled suggestions for creating click-worthy calls-to-action.

FinTech start-ups enjoy a privileged position in a sector that, despite national economic uncertainty, continues to grow and gain ground. Even so, for start-ups to achieve longevity and financial success, a creative, fresh content marketing strategy is crucial. Barriers to success are encountered throughout the formative years of a start-up, and whilst many established FinTechs have broken through them with excellent business models and content strategies, many young start-ups stumble due to a lack of understanding of the integral role played by good content marketing strategies within business development.


FinTech start-ups have a lot a stake and everything to play for. A great content management company will advise you where best to focus your funds in order to best present your business without breaking the bank.

WooContent is an expert in providing innovative content marketing strategies for all budgets. Get in touch with us to discuss your needs.

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