Writing for fintech buyers

In the fast-paced world of fintech, where innovation is constant and competition fierce, effective communication is paramount. Our recent video series, Writing for fintech buyers, featuring insights from brand storyteller, Mark Binnersley, delves into the nuances of crafting content that truly resonates with your target audience.

Here’s a short summary of what we covered:

1. Lay the foundations before you write

   Before you start producing content, it’s crucial to establish a strong foundation. Mark stresses the importance of having a brand voice guideline, even if it’s just a simple document.

2. Consistency builds authority

   One of the biggest mistakes fintech businesses make is going silent. Mark highlights the importance of producing content regularly to maintain visibility and build trust instead of “looking like there are no lights on.”

   He advises against being overly promotional and instead focusing on solving problems for your audience. The goal is to demonstrate expertise in the fintech space by addressing relevant industry issues.

3. Don’t “we” all over your copy

   Mark references feedback from banking professionals who find that many fintechs fail to speak to their challenges and instead focus too much on themselves. To avoid this, shift the focus from what your company does to how your solution helps.

4. Play the long game

   Content marketing isn’t about instant results, it’s about building relationships over time. Mark shares a real-world example of an eBook campaign that wasn’t overtly promotional but instead aimed to educate and add value. Years later, that same campaign led to a signed deal.

   The key takeaway here is that educational content that is personalised and relevant has long-term impact.

5. Define your objective before writing

   Every piece of content should have a clear purpose. Mark emphasises the importance of identifying the objective of a blog post before writing, whether it's raising awareness or driving engagement.

   Keeping this in mind helps businesses avoid the temptation to turn educational content into a sales pitch.

6. Keep your writing clear and accessible

   Fintech writing should be concise, jargon-free, and tailored to the audience. Mark warns against assuming that every reader understands technical terms. He recommends the "explain it to me like I'm nine" approach, not to dumb it down, but to ensure clarity.

7. Avoid the fintech buzzword trap

   Overused fintech phrases like “driving efficiency” or “eliminating manual processes” can be too vague to have impact. Instead, Mark suggests getting specific:

   "If you can do that legwork and identify what those manual processes are within your target customer's business, then spell that out to them, it'll help you demonstrate that you know what their challenges are."

8. Use storytelling to build trust and engagement

   Great content isn’t just informative, it’s engaging and builds trust. Mark refers to Matthew Dicks’ storytelling principles, emphasising that the best stories reveal insights and help the audience experience a shift in perspective.

9. Don’t let perfection slow you down

   For fintech startups, content creation can be overwhelming. Mark advises founders to trust their marketing teams and avoid over-editing to the point of delaying output.

10. AI: A useful tool, not a replacement

    AI can be a valuable brainstorming partner, but Mark warns against over-reliance. He uses AI for structuring ideas but ensures his writing remains distinctly human.

By implementing these strategies, fintech companies can create content that not only informs but also builds trust and drives action. Ready to elevate your fintech content? Let's start the conversation.