B2B Fintech Content Marketing

To help your company differentiate, we take a research-driven approach to fintech content marketing, including:

1.  Identify pain points and priorities of your FI and corporate clients with buyer personas based on ideal customer profiles.
2. Assess the competitive landscape and opportunities for your firm.
3. Refresh or create new product positioning and messaging aligned with your clients’ top needs.
4. Help you build trust by demonstrating a knowledge of compliance issues. (e.g., AML, PCI DSS, Reg E, GLBA)

With this marketing strategy, we’ve helped fintech startups promote digital banking platforms, loan origination automation, payments orchestration platforms for bill payments, i-Gaming and road-tolling, AI-powered credit risk analytics, and gamified financial wellness tools. We’ve also developed compliance training for community bankers on behalf of Prosight, formerly BAI.

Marketing for fintechs is most successful with content that focuses on your buyers’ priorities and challenges (e.g., operational costs, efficiency, revenue growth, customer retention). Developing research-driven GTM strategies and content helps you deliver effective messaging that builds trust and credibility with bank or corporate buyers.

Your fintech marketing should include content types for many channels, including website, product collateral, email, and sales pitch decks. Increasing engagement with B2B buyers also relies on thought leadership content from your fintech experts via byline articles, social media, speaking events, video and podcasts.

Beyond the Arc can support you end-to-end – Book an intro call.

When marketing fintech solutions to banks, focusing on compliance is a must. Your content should show you understand the regulatory landscape, how your solution meets compliance requirements, and that you can back up all claims about your products.
As a foundation for your marketing strategy, here are a few things to understand:

• Traditional banks and credit unions have different considerations than other entities. For example, their technology needs vary based on asset size, geographic footprint, customer demographics, branch network, banking core provider and tech stack.
• Multiple stakeholders collaborate on major technology purchases, so it’s important to understand the different roles involved in the buying decision. Your marketing will benefit from developing role-based personas for key players such as CFO, CTO, CISO/information security, Risk, and Compliance.
• Market with an agile approach that emphasizes test-and-learn, gather data, refine, repeat.

The B2B fintech buying cycle can be long and complex. For marketing payment platforms, embedded finance and other complex fintech solutions, you need to keep buyers engaged to avoid losing mindshare. A steady flow of relevant content helps build trust and credibility through regular touchpoints, supports lead nurturing, and boosts SEO / GEO search visibility.

B2B fintech marketing must be accurate, transparent, and avoid overpromising. For example:

• Product messaging must clearly and accurately represent data privacy, functional capabilities, data security (e.g., PCI DSS, AML), licensing issues for money movement, compliance certifications, etc.
• All marketing materials should include appropriate disclosures and adhere to state-specific regulatory requirements. And client or partnership claims and quotes must be formally approved.
• Marketing fintech solutions to banks must be particularly compliance-sensitive, ensuring you can effectively back up any claims about your products.
• Guidance from multiple, overlapping regulators may need to be reconciled.

With a B2B fintech marketing agency, Series A-C startups and mature brands can tap into specialized expertise to engage bank and corporate buyers, without having to hire more in-house marketing staff. For example, Beyond the Arc has a unique blend of expertise in financial services and compliance (e.g., KYC, Reg E, UDAAP), fintech innovation, and startup growth cycles.

To help fintech firms fuel the sales journey, we develop go-to-market (GTM) strategies, and create compelling multi-channel product content and thought leadership tailored to key client segments and industry verticals.

Early-stage fintechs need to build awareness and credibility, and identify how to stand out in a crowded market. Here are five marketing strategies we recommend:

1. Lead with your website, get that content locked down first. You’ll need a place to drive traffic and engagement. Focus on SEO and GEO, with nuanced content to improve AI search visibility. Know what it takes to rank with EEAT (authority).
2. Identify which topics you’ll own from a thought leadership perspective. Conduct proprietary research and express well-informed perspectives in whitepapers. Use them as gated web content to generate leads or sales tools to nurture leads.
3. Build a presence on LinkedIn and make extensive use of video.
4. Extend the value of whitepapers by remixing them into short blogs, videos, and Linkedin carousels.
5. Create a presence at industry events like Finovate.

And, as soon as you can, develop client case studies and testimonials. Integrate success story snippets and quotes in your site and marketing collateral.

Need an agency partner that understands fintech compliance? Let’s talk – Book a strategy call.