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Fintech Marketing 101: How to plan a content strategy for a Fintech Startup

Updated: May 18

One of the most exciting emerging industries is Fintech. A shortened abbreviation of finance technology, Fintech is all about providing people with innovative financial solutions that make managing business or personal finance much easier.

With so many exciting Fintech brands like Xero and QuickBooks already leading the market, it can feel intimidating for pre-IPO startups and they may not feel like they even have a chance of capitalising on such a lucrative market.

The good news is that there are ways you can set your Fintech startup apart from global leaders, and that is with an exciting content strategy.

In this article, we’ll talk about what a content marketing strategy is and how to create one for your Fintech startup.

What is a content strategy?

Simply put, a content strategy is a document that outlines your approach to content. It can be as complex or as simple as you want, though I would avoid making a strategy that’s complicated for the sake of being complicated.

You can still make your content strategy look impressive with design and data to back up your line of thinking if you need to present your ideas, but the actual content of the strategy should be easy to understand for audiences who don’t necessarily get marketing.

For instance, if you ever need to present your content strategy to a stakeholder, you’ll want to ensure that your points are simple to understand as your stakeholder might not be so well-versed in content marketing.

However, you need to make sure that the stakeholder understand both the importance of content marketing and the thinking behind your strategy regardless of their background knowledge if you want your marketing budget proposal approved.

Why does my Fintech startup need a content strategy?

In the past few years, I’ve noticed that the primary goal for most Fintech startups is to get funding either through crowd sourcing or from angel investors.

Of course, securing funding from a trustworthy investor is incredibly important, but you don’t have to wait for an investor to come along to see financial success.

You can still get sticky (gain repeat business) in the early stages of your startup with great organic marketing campaigns.

What’s more, if you’ve created a great following on social media or your email list, you’ll be in a better position to prove to investors that your company is really worth investing in with stronger financial projections in the early stages. But to see success with content marketing, you need a strategy.

Fundamentally, a content strategy allows you to prioritise tasks in your already busy schedule and create content that works towards the same goal, which is to fuel business growth.

How to create a content strategy for your Fintech company?

So you know you need to create a content strategy, but how do you get started?

Like creating a business plan, creating a content strategy from scratch can be overwhelming especially if you’ve never done it before.

However, all you need to create an effective content strategy is a firm grasp of digital marketing and a creative mindset.

With this in mind, here’s how you should structure your content strategy for your Fintech startup:

1. Create buyer personas

Before you start creating content, you need to know who your target audience is.

Your target audience will define your content strategy moving forward, from dictating what distribution channels you use to the topics you write about.

This is where creating a buyer persona comes in. Not only will buyer personas help you to get into the minds of your reader, but having them readily available will help with your mindset when you get into the ideation process as your audience will be front and centre.

Creating a buyer persona can be as simple as jotting down some key attributes your target audience have, or creating a full-blow fictional character profile. This is the traditional way to do it, but it doesn't work for everyone.

Whatever your approach, you need to define some key attributes that your target audience have to ensure that you create targeted content, including:

  • Age and demographic - these are important for establishing the tone of voice

  • Interests: Also important for the tone of voice

  • Pain points: Will impact the type of content you create and your approach to storytelling

  • Spending power: How much do they have to spend? Do they want to learn about products that are low-cost or are they happy to pay a premium for a quality service?

  • Who will be making any buying decisions? If you are a Fintech company catering to B2B, you’ll want to know the impact that buying your product will make on a company. You may still need to consider who makes the buying decisions for B2C if it's a larger purchase. For instance, if you’re offering auto-investing solutions, for instance, the person involved may want to talk to a partner before they commit to investing

Once you have buyer personas, you’ll want to refer back to them, especially during the ideation stage, as their needs, pain points, and interests will govern the type of content that you create.


It’s worth noting that you may have more than one buyer persona and that’s perfectly normal.

Knowing this ahead of time will put you in a stronger position when it comes to developing your strategy as you will be able to create more intentional campaigns that appeal to different customer segments and even conduct effective A/B tests.

However, without this knowledge, you’ll try to create content that appeals to everyone rather than a specific audience which in turn means your content will appeal to no one if you’re not careful.

2. Set goals and objectives

Like your target audience, your goals and objectives will have a profound impact on your content strategy moving forward. This is because different types of content are better for achieving different objectives.

For instance, if your main goal is to raise brand awareness, you may want to focus on increasing social media followers and getting more social media engagement.

If, however, your main goal is to sell a certain amount of subscriptions then you may want to allocate most of your budget and efforts to paid activity.

While it can be useful to have a big picture idea of where your going, without a tangible goal to hold you account you may lose momentum because you don’t have a reason why you’re creating content in the first place.

To create more meaningful goals we need to use the SMART goals framework goals.

Chances are, you’ve probably heard of the SMART framework to help you set other goals for your startup, but just in case you haven’t, here’s what the acronym stands for:

  • Specific

  • Measurable

  • Attainable

  • Realistic

  • Timely

As you can see, the SMART framework gets you to think about the specifics while also being attainable and realistic, and measurable by setting a time period in which you want to achieve them.

It forces you to really think about what you can really achieve given the time and allocated budget while still growing your business.

Here’s an example of a SMART goal for a Fintech startup who are just about to launch a new integration for their software and they want to ramp up subscription purchases in the next quarter:

  • We want to increase subscription purchases by 5% by the 31st of March

While there is no real data behind the number that we chose here, it would be wise for a smaller startup with a limited marketing budget to focus on a smaller increase of subscription purchases than say 15 or 20%. That’s the attainable and realistic part of the goal.

The timely part of the goal is that they want to achieve it by the end of the first quarter, which is the 31st of March.

The specific part is the percentage at which they want to up their subscription sales.

In contrast, another goal could be to reduce the churn rate within the same time frame by 5%.

These two goals would work together to better improve your startup’s cash flow and sustainability by increasing sales and reducing customer churn rates.

Ultimately, by using the SMART framework, you can create a more meaningful goal which in turn will help you build a more robust strategy that contributes to business growth.

The last piece of this puzzle is setting objectives. Objectives are bigger picture goals and look at the overall purpose of your campaign.

Here are some examples of typical objectives companies set in their marketing campaigns:

  • Raise brand awareness

  • Get more social media followers

  • Get more website traffic

  • Get more paid conversions

Already you can see how your big picture goals will relate to your specific goals. Let's see how they may impact each other in real-time.

If we use the same example of the Fintech startup looking to increase subscription sales for the quarter and their recurring revenue, then this means that their big picture objective is likely to get more paid conversions and more website traffic.

This means that they would want to focus on web content so they can leverage SEO.

The company may also want focus on email marketing that quarter to encourage warm leads who have subscribed to their newsletter to buy. Throw in some paid advertising and organic social media, and they could very well achieve their goal.

Fundamentally, setting goals and objectives helps you to determine where you focus your efforts and mitigate the possibility of wasting your valuable time.

3. Choose your distribution channels

Now you have a vague idea of what your goals and objectives are, it’s time to choose your distribution channels. These are where you will publish your content moving forward.

There are several different types of distribution channels to consider, including:

  • Paid Channels: Paid channels are distribution channels where you have to pay to distribute your content in some form. This could be influencer marketing or paid advertising

  • Owned Media Channels: This refers to any content that you own. Examples include blogs, videos, and eBooks that you’ve created and distributed via your own website or on other platforms like YouTube

  • Earned Media Channels: Refers to any content that you have to earn or share via distribution channels that you don’t own. Guest blogging is a common example of earned media but podcasts and social media groups also fit into this category

Most startups tend to focus on owned media channels as it’s the most cost-effective, but it’s a good idea to use all three.

I also recommend using earned media as much as possible in the early days because you can use audiences that other people have built to get your name out there more.

Though it may not seem worth it to some as there is a certain level of risk, I also recommend trying to run some low-budget ads once you have the budget to do so.

It can be as simple as running £100 a month ads just to see what type of messaging works.

Paid ads work really well when you have a healthy mix of earned media and owned media as you can generate leads and conversions from multiple different traffic sources instead of putting all your eggs in one basket.

This also lowers cost as there's less pressure to get more leads from paid channels.

Ultimately, what distribution channels you decide on will depend on your goals and the type of content that your target audience likes to consume, but be careful not to rely on one channel too much otherwise you could limit your traffic potential and content success.

4. Determine your content pillars

Now you know your distribution channels, it’s time to turn your attention to content pillars.

Your content pillars are essentially going to be your chosen subjects that you’re going to focus on.

Choosing content pillars is especially important for ensuring that you generate ideas and create content that appeals to your target audience.

When you come up with an idea you can look at your content pillars and ask yourself, does this fit into any of our chosen categories? This will help you determine whether it’s a good fit for the content that you should be creating for your business.

Obviously, with Fintech, you’re going to want to talk about finance in some capacity, but finance is a broad topic.

Let’s look at a personal finance brand that offers its customers an all-in-one card solution and app to keep an eye on spending.

Sure they could talk about finance in general, but they’re probably going to want to talk about the following topics:

  • Credit

  • Home finance tips

  • Saving tips for retirement

At a push, they may want to talk about how to manage business finance with a specific focus on expenses if they offer their card to business users as well. But typically, you should choose two to three content pillars to avoid confusing and overwhelming readers.

Assuming your leveraging SEO to increase the visibility of your content, you should also do some keyword research surrounding these keywords to see what the traffic potential and competition are like.

If the competition is too high for the pillars you originally, you may want to see if you can find some low-competition, long-tail keywords that will be easier to rank for in the long term.

5. Create content ideas

Now it’s time for the fun part. It’s finally time to start coming up with content ideas.

By this point, you probably have already come up with ideas through researching competitors and determining your content pillars, but in case you are stuck, here are some tips to help you get the ideas flowing:

  1. Use the Google autosuggest feature: start typing in any ideas you do have into google and see what phrases come up. You’ll be surprised how many potential ideas you could get by doing this

  2. Look at competitors: Look at what your competitors are doing and see what ideas they’re coming up with, but more importantly, where you think there are gaps. Once you’ve identified any content gaps, write them down and prioritise making that content so you already have a competitive edge

  3. Scowl forums and Facebook groups: Look at Facebook ideas or questions in forums that are relevant to your niche. If there is a set of questions that are being consistently asked, that means you’re audience wants to know the answer. Create content around those questions and then share it in Facebook groups and Forums if the rules allow

  4. Do keyword research: A lot of premium keyword tools like SEMRush and Ahrefs have keyword suggestion tools that could give you ideas of the sort of phrases your target audience is searching for around a particular topic

Once you’ve exhausted your ideas, document them in your project management tool of choice. I like to use Notion but you could also use Asana. Then, categorise them according to your content pillars and order or priority.

This will help you get an understanding of what content ideas you should start working on first and how to structure your campaigns.

6. Create a content map

The next step to creating a content strategy for your Fintech startup is to develop a content map.

Your content map should be a completely separate document as the purpose of a content map is to help you visualise where your content sits in the buyer’s journey.

It’s important to ensure that each piece of content you create facilitates the buyer’s journey in some way and that you have multiple series of content that work together to push the buyer further down to the decision stage where they make their final purchase.

A content map should help you understand the bigger picture and fill in the gaps.

For instance, if you have lots of awareness stage content but not enough consideration stage content, then your content could be inefficient as you’re not addressing all the reader’s questions and concerns, which means they'll be less likely to buy.

Here’s an example of a content map for the all-in-one personal finance card, focusing on the saving tips for retirement pillar:

Awareness Stage

Consideration Stage

Decision Stage

How to save more money

How to create a personal spending budget

How to use x card to plan for the future

As you can see in the table, each idea in the table allows the writer make content that overcomes the obstacles and questions that customers have at each stage of the buyer's journey.

The awareness stage content, how to save more money, is a more general idea that naturally leans itself to more informative pieces that buyers in this stage are looking for.

The consideration stage idea, how to create a personal budget allows the writer to expand on the more generic tips that you might find in the awareness stage content.

It also means that the writer can start to explore the product a bit more by showing people just how much the platform helps the customer to get a grasp on their personal finances, and where they’re spending too much.

The decision stage idea is much more in-depth and gives more room for the writer to talk about the product in a way that seems natural and genuinely helpful.

The main focus here should be how your product is the only solution to the buyer’s problems, which is that they want to manage their personal finances to save for the future.

Throughout this piece, you can include screenshots, different scenarios, and even a video tutorial showing how your platform prompts people to save more so that they can have a better retirement.

If your goal is to obtain more customers, you’re going to want to focus on the three main stages of the buyer's journey, but it’s important not to forget about retaining old customers.

You’ll want to ensure that you have a healthy mix of content that continues to promote your product or service to old customers so that they’re encouraged to repurchase or keep using your service.

For Fintech companies, it’s likely that your retention content will be in the form of company announcements especially if you’ve released any new features or integrations that have been in demand.

That said, you could also create educational content that is product specific and teaches your current customers how to use your product or service more efficiently.

You may want to dedicate this type of content to gated channels like your customer helpdesk as sometimes it can seem out of place, but that depends on how far you are into your startup journey.

7. Create a content calendar

Your content map should help you understand where your content fits in your strategy and how much of a priority it is. So with this in mind, now is the time to take your content ideas and transfer them into a content calendar.

You can manage your content calendar by setting up a new boar project management platform. I use Notion but again, you could use Asana or even Trello. You just need to ensure that the platform makes room for agility.

An efficient content calendar will contain the following columns:

  • Content title

  • Captions

  • Accompanying assets (videos, graphics, podcasts, etc.)

  • Distribution channel (i.e., Instagram, YouTube, Spotify, blog, etc.)

  • Hashtags or keywords

  • Publication date

  • Link to live content

Ultimately, creating a content calendar should be a fun task that doesn't take too long as by this point in the content strategy process, you've likely already developed a lot of ideas that you can put into your strategy template.

That said, if, you need help, we’ve created a Notion template for you that you can download here.

8. Create a promotion strategy

When creating your content calendar you should always bear in mind your promotion strategy.

These days it’s not enough to publish on a blog and expect readers to come flocking to your site. You need to actively work to promote your content to ensure that your audience sees it.

Here’s how you can promote your content:

  • On social media

  • In forums and private Facebook groups

  • Through outreach

  • To your newsletter subscribers

  • Influencer marketing

  • Paid media

  • YouTube Channel

  • Organic search and SEO

These are just some of the ways that you can successfully promote your content to ensure that your content gets in front of those you want to see it most.

If you don’t have much of an audience when you’re first starting out, it can be disheartening to promote your content as you may feel as though no one cares. But the most important thing about content creation is posting and promoting consistently.

Over time, you’ll develop a solid community that can’t get enough of your content. Your community will also turn into brand advocates and they may even share your content if it's valuable.

"Over time, you'll develop a solid community that can't get enough of your content. Your community will also turn into brand advocates and they may even share your content if it's valuable enough."

9. Review your strategy

After a month or so it’s a good idea to review your content strategy and see if your strategy is as aligned with your goals as you originally thought.