fintech content writer As a B2B fintech marketer, your goal is to create content that gets attention and drives sales – and that takes the right fintech content writer. Good writing skills are table stakes, but you need more than that to capture marketing ROI.

Like many fintech solutions, yours might help financial institutions (FIs) and businesses improve efficiency, lower costs, reduce risks. It might also help organizations drive growth and compete more effectively. Whatever the case, engagement relies on conveying your value proposition in the right context to attract the right buyers.

Whether you hire someone in-house or partner with a fintech marketing agency, what should you look for in a fintech copywriter? Let’s unpack it.

Understanding the roles a fintech content writer has to reach

Fintech content marketing plays a key role in generating awareness and qualified sales leads. But generic content won’t capture the attention of fintech buyers at financial institutions.

You need a fintech writer who can contribute content strategy as well as words. For example, spotting emerging trends as fuel for articles that will resonate with a variety of target audiences.

Purchase decisions are a team sport, usually because fintech solutions have a broad impact across an organization. Your marketing content may need to appeal to specific stakeholders, influencers, and decisionmakers.

To be effective, a fintech content writer needs to understand the key roles and buyer personas at a typical financial institution. For example:

When working with a fintech writer, I think about the type of content I would want to read as someone in the industry. Relevancy, data-driven and timeliness are key building blocks in the content I am drawn to. I work with writers who can concisely bridge the gap between the tech/topic and how it relates to a digital offering for end users.

Kristi Kelley, Vice President,
Financial Institution Marketing, Cardlytics

  • Head of Retail Banking – Manages retail banking operations, including customer service, sales, and branches.
  • Chief Digital Officer – Responsible for digital transformation strategy and execution.
  • Chief Product Officer – Oversees development and launch of new products and services.
  • Chief Risk Officer – Develops and implements risk management policies, including fraud prevention.
  • Chief Financial Officer – Responsible for financial performance.
  • Compliance Officer – Ensures the FI complies with all applicable laws and regulations.
  • Director of Treasury Management Services – Manages sales of products and services to improve cash management, payments, and liquidity.

What should you look for in a fintech content writer?

To help you get more value from your marketing efforts, consider hiring a fintech copywriter with a diverse blend of capabilities:

  • Fintech knowledge – Choose a writer with a deep understanding of fintech industry topics and trends. They should be able to explain fintech concepts in ways that anyone can understand. That means balancing between known industry terminology, while avoiding jargon.
  • Omnichannel writing skills – Fintech content writers should be able to produce copy that’s clear, concise, and informative, for any channel. Anything from websites, blogs, and whitepapers, to social media, banner ads, and trade show booth graphics.

Writing fintech copy requires keeping abreast of the current news in both the financial and tech sectors. Things change quickly, and missing the news for even a couple of days can make a difference. A story that shocks the industry may be old news a few days later. Finding and breaking news requires asking the right questions and talking to the right people at the right time.

Philip Ryan, Fintech Writer

  • Research skills – Fintech is constantly evolving and writers must stay current with the latest trends and tech. They should also be good researchers to uncover data-driven insights from accurate, reliable sources to strengthen the value and credibility of your marketing content.
  • Attention to detail – Fintech copywriters need a keen eye for detail to ensure your content is error-free, easy to read, and of the highest quality. It’s part of the brand impression you want to make.
  • Collaboration skills – Fintech writers should be good collaborators to work effectively with other team members to create the best possible content. That often includes collaborating with subject matter experts, reviewers, designers, and marketers.
  • Social media skills – Your fintech copywriter should be able to create content that sparks conversations on social platforms, including promoting the fintech content they produce. They also need to be able to jump into fintech communities on Twitter, LinkedIn, Instagram, and Mastodon.
  • SEO experience – Optimizing content for better search visibility is critical to reaching the right audiences. To capture better marketing ROI, content must rank higher in search engine results and generate more organic traffic to your website.

Benefits of outsourcing a fintech copywriter

I appreciate a writer who shares insights on trending topics, but also paints the picture of how the topic fits into the market and larger ecosystem. And, knowing how to create a piece that is media-friendly, plus having the ability to pitch and land the content with target publications, is an essential skill for a successful fintech writer.

Kristi Kelley, Vice President,
Financial Institution Marketing, Cardlytics

Having an in-house writer is a great asset, but you may not have the headcount, budget, or workload to bring on a full-time fintech content writer. A fintech marketing agency can fulfill the role and offer additional benefits.

The right agency partner can:

  • Help you deliver more content, more efficiently and cost-effectively.
  • Bring fresh perspectives, ideas and strategies to help market your brand.
  • Provide expertise outside the scope of your in-house team.
  • Offer insights to stay ahead of industry trends and inform your content.
  • Help you repurpose content to extend value and reach other audiences.

All in all, having a relationship with a creative agency can be a great way to supplement your in-house marketing team and maximize the impact of your content.

Fuel your fintech content — How Beyond the Arc can help

As an experienced fintech content marketing agency, our team can quickly understand the unique needs of your organization to deliver compelling content tailored to your target audiences.

We ramp up fast to learn how your solution works, your value proposition and differentiators, and brand voice – as well as researching your competition and trends impacting your market. And we can adapt quickly as your needs, solution, and positioning evolves.

With nearly 20 years immersed in fintech innovation and financial services, every fintech copywriter at Beyond the Arc knows the industry. We have created content on payments, digital banking, credit risk analytics, wealthtech, commercial lending, identity verification, and other topics.

Want to see if we’re a good fit for you?  Tell us your challenge >

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