The secrets of successful content marketing

Disruptive, creative products and services are crucial elements in the sector’s growth, but a successful marketing plan is also critical to many fintech enterprises’ success. Content marketing has frequently been at the heart of these efforts. Its ROI must be measured precisely and consistently in order to attain the greatest benefits.

There are several compelling reasons why content marketing is such a crucial component of many fintech companies’ marketing efforts. Fintech faces problems in terms of awareness and trust due to its disruptive nature. Financial marketing content is typically technical and jargon-heavy, but fintech brands frequently seek to disrupt the current quo by establishing a new, more accessible world, which necessitates building trust in their products and educating their customers. According to Demand Metric, content marketing generates three times the number of leads as traditional marketing while costing 62 percent less.

In highly competitive industries, such as retail finance, where Deko operates, content marketing is very effective. Retail finance enables businesses to offer flexible payment alternatives at the checkout, which helps retailers increase sales. Traditional retail suppliers used to just represent single lenders, but firms like Deko now offer multi-product, multi-lender checkout finance solutions, ensuring the optimum match for the customer, store, and lender. Many of the firms Deko works with have seen up to a 24 percent rise in conversions as a result of this technique, which boosts lenders’ acceptance rates and the basket range covered. Given the complexity of our product, we rely on content to educate and differentiate our value proposition.

Set clear and concise goals
To be effective, the content strategy you implement must help outline the value that your business will add to the consumer. Multiple types of content should be included in your strategy to ensure success – whether it is educational long-form blog content, short social media posts, or email marketing. Setting Clear and concise goals will make measuring your ROI simple, as you will know what to look for.

Maintain consistency
Content marketing requires consistent effort. It’s unlikely that you will see clear results as soon as you start posting a few blogs or writing an eBook about your products and services. However, if you remain persistent and have a good strategy in place, it will only be a matter of time before you start seeing a return on your investment. Relevant and value-adding content that benefits customers and gets them to repeatedly visit your website is key. Additionally, it is important to ensure that the content strategy and the content itself are SEO-optimised and easily visible on Google, which comes from having a high-performing website.

Utilize tracking tools
There are a wide variety of useful tools, such as Google Analytics, that can help you track the ROI of your content marketing. You can track the number of sessions, traffic, and how long people stay on a page – just about anything to do with the piece of content. UTM codes, for example, allow you to examine where users are coming from when they click on a link. This allows you to evaluate the success of pieces of content based on their ability to drive traffic to the more important parts of your website, such as product pages and checkout areas.

Analyze the results of your efforts
In a perfect scenario, your content marketing efforts will lead to direct sales. Yet, as content marketing occurs at the early stages of the sales funnel, this is not always the case. So, you cannot anticipate a guaranteed increase in sales volumes from a blog post, email, or social media post.

What you can do is use a tracking and attribution tool to monitor the interest and understand how your content is influencing your results. How many sign-ups are you getting from your newsletter? Is your follower count increasing across your social media platforms? How much time are people spending reading your blog posts? Finding the answers to these questions can provide you with a clearer idea about whether your content marketing efforts are yielding a return.

Factors such as sign-ups and increased follower counts might not immediately equate to increased sales, but through this engagement with your customers, you are taking an important step in building the brand and your trustworthiness, which in time will result in more sales.

Ask for feedback
Not all ROI measurements need to be based on quantitative data. Asking for regular feedback from your customers and peers will ultimately help you gain a better understanding of the impact your content marketing strategy is having on its intended targets.

The beginning of your content marketing efforts will look very different from the result. That’s because as time passes you should use all your gained knowledge to adapt and tweak your strategy to reflect the insights you have gained during your research. This is why feedback is necessary to create an effective content marketing strategy and provide detailed ROI measurement.

Monitor metrics to continuously improve
Content marketing is an excellent technique to increase your online or physical store’s efforts and expand your consumer base. You can ensure that you are constantly improving how you contact clients and discovering new methods to provide them even better products and services by measuring your ROI indicators.