Content marketing is now a “must have” for financial tech companies, according to a new study by BackBay Communications, which shows that 96% of brands in the industry are regularly producing thought leadership pieces.
100 top fintech companies were surveyed to determine the extent of their content efforts and the results make clear that it is now a ubiquitous practice. Two-thirds said that they publish thought leadership content on a weekly or monthly basis, and almost half are using three or more formats and mediums to get their messages across to audiences.
BackBay Communications noted that the near universal use of content means that the focus has shifted from getting strategies and campaigns up and running to actually delivering high-quality materials. 88% said that they gravitate to commentary and insights, while 99% have an active social media presence to support distribution.
“Quality content has therefore become a cornerstone of building an effective public relations program, and this is supported by the research,” BackBay Communications Director Tylor Tourville said.
He then added: “Whether it’s interviewing, researching and writing articles for our clients, holding a webinar or partnering with a university or association to create and disseminate original research, content has moved from a ‘nice to have’ to a ‘must have’ for fintechs looking to build their brands and drive new business.”
When asked about the unique challenges that fintech enterprises face with content, two trends came to the fore. Brands are aiming to avoid hard-sell, overtly promotional messages and to translate confusing jargon for audiences.