21st November 2017
Last Thursday, Kaizen hosted the first of its breakfast seminars at the Malmaison Hotel in Farringdon. We invited fintech industry experts as well as existing Kaizen clients for a morning of talks and networking, including sessions from our own CEO and Founder, Pete Reis-Campbell and TotallyMoney CMO, Nathan Levi.
The respective talks examined the state of content marketing in the fintech space from both sides, looking at its prospective gains and the importance of getting it right.
Pete’s talk examined Kaizen’s own white-paper, which charts the performance of content marketing pieces produced by 50 different fintech companies. TotallyMoney’s Nathan Levi gave personal insight of his own journey in learning and benefitting from successful pieces of content.
The morning was hugely valuable for all in attendance, giving a true insight into how content marketing is being utilised within the fintech space, and how we as an industry should be moving forward. For those unable to attend, I wanted to to share our key talking points from the seminar, and what we can learn from them.
Understanding your audience
A crucial theme of Nathan Levi’s discussion was the importance of empathy with ones audience. Content marketing can reap huge rewards, but can also fall flat it fails to observe and appreciate the audience, who serve as the primary focus of almost any marketing effort.
Content that appears overly complex may simply fail to attract the right sort of coverage, whereas examples that give emphasis to more contemporary issues will inevitably yield far better results.
What may appear as an obvious point was underlined further in the Kaizen fintech white-paper, which highlighted Deloitte’s ‘Back to School’ study as the most successful of the 220 examples of content marketing studied. At its core, the Deloitte piece is devoted to the interests of a potential customer by looking at the financial impacts of sending a child to school.
It appears, therefore, that the key to understanding your audience roots itself in being able to pique the interest of your audience by providing topical yet nuanced content.
The Bigger Picture
As well as gauging ones audience, both speakers paid attention to how seeing content in a more holistic way is vital towards its success. By having a grasp of how a piece will appear in the press, at the end of the production line, is pivotal even as early as the concept and design stages.
Nathan Levi spoke about ‘knowing your headline’ when giving the green light to a piece of content, a critical tool which comes with both experience and competency in the realm of content marketing.
At the fintech breakfast on Thursday, Pete gave more insight on the topic. According to our own research, 105 separate pieces of coverage had a headline containing the word ‘how’, possibly alluding to the fact that many content examples were instructional or informative. By analysing headline trends, marketing agencies can work backwards to ensure that what they produce is likely to garner decent coverage.
Don’t Follow the Herd
How can someone be expected to simultaneously examine trends and avoid the content ‘bandwagon’? Whilst maintaining a sense of relevancy is vital in PR, both talks emphasised the significance of picking the right sort of trends. Seasonality and press coverage is an important but chaotic environment for content, so being selective is crucial. Creating content that can be repackaged and released year-on-year has been an effective method for TotallyMoney, as shown in their ‘Commuter Towns’ and ‘Overtime Calculator’content pieces.
Similarly, Pete drew attention to the broader seasonal habits that exist within content marketing and fintech. Rather than pieces focused on specific dates in the calendar, the research highlighted how driving related content was successful in summer months, whereas those aimed more at travel were grouped earlier in May-July in anticipation of those travelling later in the year.
A conclusion one can draw from this is how it might be more advantageous to plan seasonal content in a far broader way. This can range from money-saving pieces in January/February, to business-related content in April as the tax year comes to an end.
Producing consistent yet original content is becoming increasingly difficult as the world of content marketing grows, so a unique reaction to habits and trends when producing new material is imperative.
Take a look at the full white-paper of Kaizen’s study of content marketing within the fintech industry here.
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