Name: How fintech founders can use content marketing to establish themselves as experts
Uploaded: 2023-08-31T16:35:03.165Z
Duration: 406.16
Description: Fintech marketing consultant Araminta Robertson breaks down how fintech founders can use content marketing to position themselves as experts in their field online. Watch to gain actionable insights on how to maximise your thought-leadership and consequently, brand awareness!

FINTECH FUTURES 2023 CONTENT MARKETING ROBERTSON D3_1.mp4

FINTECH FUTURES 2023 CONTENT MARKETING ROBERTSON D3_1.vtt

English

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Hi everyone.

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My name is Araminta and I run

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Mint Studios, a content marketing

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agency for the Fintech industry.

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We help Fintech companies

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turn their website blog into a

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customer acquisition channel.

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It's important to first define

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what I mean by content marketing.

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In this case, I'm talking about long form

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written content that's usually public.

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This could be on your website

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blog, it could be on LinkedIn,

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it could be on social media.

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But ideally it's publicly accessible,

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so it's not behind a form and

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and it's long form and based on expertise,

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this is primarily what I'm talking about.

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And the best way to explain how content

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marketing or how powerful it can be

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is to go through an example with you.

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I'm gonna talk about Caleb, the

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founder of Tilled,  they're a

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payfac-as-a-service company.

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So they help merchants become payment

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facilitators and monetize payments

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that come through their company.

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Caleb founded Tilled back in 2019.

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And his initial plan, I mean his

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background was in door-to-door sales and

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his plan when he lost the company was

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to do what he knew best, which is go to

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conferences, speak to people and network.

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But then in 2020 something

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happened that few people were

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prepared for, which is Covid.

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So obviously when that happened,

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he had to change strategy.

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So he started to look at LinkedIn.

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He didn't have a big following

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but he decided to start posting

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on LinkedIn on a regular basis.

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And then he also hired a part-time

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ghost writer who would interview him

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every single week, and based on those

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interviews, would then create content.

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On the website blog and for LinkedIn,

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they did this on a consistent basis

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and seven months in Caleb, in his own

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words, said they  started to see crazy

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inbound deal flow within the first year.

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79% of the leads that they started to see

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were inbound and still to this day, they

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have a pretty incredible 59% close rate.

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His average time to hire is about 27 days.

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And quite rare for a B2B

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consultative company like, Tilled

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their marketing team is twice the

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size there of their sales team.

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So what made it work so well?

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There's a few things.

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First of all, Caleb started creating

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or publishing content 12 months

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before launching the product.

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So starting really early and

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publishing consistently really helped.

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Second of all, positioning

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Payfac-as-a-service is a really good

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way to explain what he does in that

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really clear and niche positioning,

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you can't deny that that really helped.

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And then there's a third thing, which he

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says is authenticity and transparency.

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By publishing regularly on LinkedIn,

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by creating content that was based on

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expertise, he was able to reach a point

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where people felt like they knew him,

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they liked him, and they trusted him.

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And that's what led to some of the

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great results that he was able to

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bring in with his content marketing.

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And it's not just

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Sales and leads that he was able to

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get: nearly every week, he's invited to

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a podcast, he appears on a podcast, he

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appears at an event, and that's really

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helped with establishing him as an expert.

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And finally, he didn't

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do this on a huge budget.

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He didn't actually hire his first

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full-time marketing person until

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one year into launching the product.

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And for most of the time it was him

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and a part-time person, which goes to

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show that really creating good content,

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expert content consistently and early

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and making sure that it's based on

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expertise can really go a long way

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when it comes to content marketing.

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In fact, the key takeaway here is that

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when done well, Content marketing can

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change the trajectory of your company.

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Tilled is now in a position where they

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can move so much more quickly than

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competitors and they have a pretty

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incredible advantage in the market.

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So how can you put this into practice?

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First of all, appoint someone on

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your team as the content person.

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So this is the person who's going

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to interview the experts on your

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team and create the content.

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Once you've appointed a person, make

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sure that whenever they come up with

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content ideas, that it's based on

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customer research or, real customer

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conversations that either you're having

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or people on the sales team are having.

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But what you don't want is them

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just guessing on, you know what,

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content they should then create.

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Once that's done when you're creating

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the content or when your content

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person is creating the content, make

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sure that it's based on interviews

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with the people on your team.

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So what you don't want is them  doing is

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desk research and then kind of writing

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content that could be found anywhere else.

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We call it copycat content.

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Instead, it's really important that the

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content that they create is based on

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interviews with either internal experts

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on your team or external experts.

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And then you also wanna make sure

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that this person creates content

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that is written for your target

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audience, that they're able to write

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more advanced or, technical concepts.

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Finally, distribute that content

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via your website, blog, via

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LinkedIn, via social media.

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Make sure that it's public and make

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sure that it's based on expertise.

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And with that process that

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will hopefully help you get

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started with creating content.

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As we saw with the example of Caleb.

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The content person doesn't

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have to be someone in-house.

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It can be a part-time ghost

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writer, it could be a freelancer.

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You don't need to spend tons of

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resources to find a contact person who

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can help you with creating content.

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So what are the key takeaways from this?

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First of all, creating content

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regularly that is expert based can

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be game changing for your business.

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It can put you in a position of

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power and it means that people

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trust you from a very early stage.

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Second of all, it only works if the

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content that you create is expert based.

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In other words, You want the people who

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are creating the content, the writers,

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to create it based on interviews with

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yourself or other experts on your team.

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And third of all, it's

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okay to start small.

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You can start with a small budget.

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You don't need a huge marketing

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team or you, and you don't need to

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become a media company immediately.

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All it takes is a unique point

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of view, expert content, and to

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do it consistently in a way that

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will allow people, prospects, and

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potential customers to trust you

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and to therefore reach out to you.

In this case, I'm talking about long form

and it's long form and based on expertise,

this is primarily what I'm talking about.

conferences, speak to people and network.

79% of the leads that they started to see

His average time to hire is about 27 days.

helped with establishing him as an expert.

Explainer

Fintech marketing consultant Araminta Robertson breaks down how fintech founders can use content marketing to position themselves as experts in their field online. Watch to gain actionable insights on how to maximise your thought-leadership and consequently, brand awareness! 

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Araminta Robertson

Marketing consultant

Intro

Case Study 

A process to put into action

Key takeaways

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How fintech founders can use content marketing to establish themselves as experts