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• Fintech Content Marketing : 10 Best Practices & Growth Strategies

  24 juillet 2024, par Erin

  Content marketing is an effective strategy for growth and building trust. This is especially true in the fintech industry, where competition is intense and trust is crucial. Content marketing helps you strengthen customer relationships, engage your audience, and differentiate yourself from competitors.

  To get the most out of your fintech content marketing, you need to develop the right strategy.

  In this guide, we’ll cover everything you need to know about content marketing for fintech companies so you can expand your reach and grow your business.

  What is fintech content marketing ?

  Fintech content marketing is creating content around financial topics on the internet to attract, engage, and convert audiences.

  Fintech companies can use a content strategy to drive leads by creating educational content.

  

  While financial content is important, it’s easy for it to feel boring, unrelatable, or confusing. But, when done right, fintech companies can educate their audiences with great content marketing that helps their audience understand financial topics in-depth.

  Fintech companies can create written, audio, or video content to inform their audiences about financial topics they’re interested in.

  From there, each piece of content can then be distributed to different mediums :

  • Blogs
  • Website
  • Facebook
  • YouTube
  • Instagram
  • Other websites
  • Apps
  • And more

  Once content is distributed, fintech companies can then analyse how effective the content is by tracking web analytics data like search engine traffic, social media engagement, and new customers.

  7 reasons fintech companies need content marketing

  Before we dive into fintech content marketing best practices, let’s recap why fintech companies need to lean into content to grow their business.

  Here are seven reasons your financial company needs to deploy a robust content strategy :

  

  1. Reach new audiences

  If you want to grow your fintech company, you need to find new customers. Creating content is a proven path to marketing yourself online and attracting a larger audience.

  By using search engine optimisation (SEO), social media marketing, and YouTube, you can expand your audience and grow your customer base.

  With content marketing, you can find new audiences without needing a massive budget, making scaling easier.

  2. Engage current audience

  While content can be a powerful method to reach new customers, it isn’t the only thing it’s good for.

  If you want to grow your business, another way to leverage your content is to keep your current audience engaged.

  You can create financial content to educate, inform, and add value to your current audience who already knows you. Repurposing content between the different platforms your audience is on keeps them engaged with you and your brand.

  It’s a simple way to capture and keep the attention of your audience, build trust, and convert more prospects into customers.

  3. Build relationships with customers

  You should leverage content marketing in various spaces, such as social media, your website, a blog, or even YouTube. Creating content on different channels allows you to build relationships with your customers on autopilot.

  The general rule in marketing is that the more touch points you have with your customers, the more you’ll sell. Creating more content means you always have new opportunities to increase those touchpoints, build deeper relationships, and sell more.

  4. Grow authority in a space

  If you want people to trust you and your financial tech, you need to be seen as an authority. How can someone trust that your app or web platform will help them with their finances if they don’t trust you’re a financial expert ?

  You should use informative content to become a thought leader in your space. You can post content on social media or your own platforms.

  You can also spread your authority by leveraging other brands’ or influencers’ audiences through guest blog posting and guest podcasting.

  5. Drive new leads

  Content marketing isn’t just a fun hobby for businesses. It’s one of the smartest ways to drive new leads.

  You should be crafting content for your top-of-funnel marketing strategy to attract potential customers.

  Creating content consistently is a great way to bring in new audience members into your funnel.

  Once you grow your top-of-funnel audience, you can convert them into leads by getting them to join your email list or trial your financial software.

  One tip to get more out of your content strategy is creating evergreen content to continually drive leads. For example, create “set-it-and-forget it” blog posts or YouTube videos that will continue working for you daily to attract new audience members searching for helpful financial information. Then, provide a call to action on that content to join your email list (by leveraging a lead magnet).

  6. Convert prospects to customers

  When you have a continual flow of new top-of-funnel prospects, you always have a fresh cycle of prospects you can convert into customers.

  Content is primarily used to attract new audience members and engage your current audience at the top of your funnel. But it can also be used to convert your audience into customers.

  Try mixing up your content types to drive conversions :

  • Educational
  • Entertaining
  • Promotional

  Don’t just show off educational content.

  You should also mix in “authority” content by displaying case studies of user success stories and calling to action to sign up for a free trial or request a demo.

  7. Lower Customer Acquisition Cost (CAC)

  On the business side, if you want a marketing strategy that will keep expenses low long term, you’ll want to invest more in content.

  Content marketing has a great return on investment (ROI) for your time and effort.

  Why ?

  Because the customer acquisition costs (CAC) are so low.

  You can create content that can bring in leads for months if not years.

  If you only use Google or Facebook ads to drive new leads, you always have to “pay-to-play.” When you turn the advertising tap off, your leads dry up.

  But, with blogs and videos, you can create content that can bring in organic customers on repeat. It’s like a snowball effect that keeps going long after you’ve completed the initial work.

  10 fintech content marketing best practices

  Here are ten best practices to establish a strong content marketing strategy as a fintech company :

  

  1. Set SMART goals

  A good content strategy starts with goal-setting. You’ll never get there if you don’t know where you’re going.

  To make sure your fintech content marketing strategy is a success, you need to set SMART goals :

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound

  For example, you might set a goal to reach 20,000 blog visits in one year and convert blog visits at a rate of 3%.

  Setting clear content goals will streamline operations, so you stay consistent and get the most out of your efforts.

  3. Be transparent

  Transparency is crucial for fintech companies, as they handle sensitive financial data and, in many cases, monetary transactions.

  It’s essential for you to be open and clear about your products, services, and data practices. By being honest about privacy and security measures, fintechs can build and maintain trust with their customers.

  This transparency not only helps in establishing credibility but also ensures customers feel confident about how their financial information is managed and protected.

  

  4. Take an education-first approach

  Content isn’t just about “hooking” or entertaining your audience. That’s just one aspect of a content strategy.

  The best approach to building authority and converting leads from your content is to take an education-first approach.

  Remember above, when we touched on understanding your ICP ? You need to know your ICP’s interests and pain points inside and out and then map your product’s strengths to those that are relevant.

  Always start with your ICP, then build the content strategy around them based on your product.

  Find connections and identify how your product can address the ICP’s interests and pain points.

  For example, let’s say your ICPs are Gen Z consumers. They’re interested in independence and saving for future goals. Their pain points might include lack of investment knowledge and managing student debts and other loans.

  Let’s say your product is a personal finance app. Some of your benefits might be budget tracking and beginner-friendly investment options. You could create a content strategy around budgeting in your 20s and investing for beginners.

  Content strategies will vary widely based on your ICP. For instance, content for a fintech company targeting those approaching retirement will need a different focus compared to that aimed at younger consumers.

  Remember : practical, step-by-step, value-driven content performs best regarding conversions.

  5. Leverage the right tools

  If you’re going to succeed with content, you need to lean on the right tools.

  Here are a few types of tools you should consider (and recommendations) :

  • Project management (i.e., Asana)
  • Content management system (i.e., WordPress)
  • Content scheduling (i.e., Hootsuite)
  • Design (i.e., Canva)
  • SEO (i.e., Ahrefs)
  • Web analytics (i.e., Matomo)

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  6. Promote your content on different platforms

  You’ll want to promote your fintech content marketing strategy on different channels and platforms to get the most out of your fintech content marketing strategy.

  Start with one core platform before you pick a few platforms to promote your content. You should leverage at least one social media platform.

  Then, create a blog and an email newsletter to ensure you create multiple touchpoints.

  Here are some tips on how to pick the right platform :

  • Consider age range (i.e. TikTok for a younger audience, Facebook for an older audience)
  • Consider your preferred content type (YouTube for long-form video, X for short-form written content
  • Consider your competition (i.e. go where competitive fintech companies already are)

  7. Track results 

  How do you know if you’re on pace to reach the SMART goals you set earlier ?

  By tracking your results. 

  You should dive into your data regularly to ensure your content is working. Make sure to track social media, email marketing, and web results.

  Keep a close eye on your website KPIs and track your conversions to ensure a return on investment (ROI). For more detailed guidance on monitoring your website’s performance, check out our blog on how to check website traffic as accurately as possible.

  Remember, a data-driven approach is the best way to stay on track with your content goals.

  8. Establish a content leader

  Your content marketing needs a leader. You should establish someone on your marketing team to oversee your content plan. 

  They should ensure they collaborate well with different teams, understand social media and SEO, and know how to manage projects.

  Most of all, don’t forget that they’re in charge of tracking your data and reporting to higher-ups, so they should be comfortable with web analytics and know how to track performance well.

  9. Optimise for SEO

  It’s not enough to create a weekly blog post. You could craft the most valuable content on your website, but nobody will find it online if it isn’t optimised for SEO.

  Your content leader should analyse SEO data using a tool like Ahrefs or SEMrush to analyse different keywords to target in your content. 

  A web analytics tool like Matomo can then be used to track results. Matomo offers traditional web analytics, including pageviews, bounce rate, and sources of traffic, alongside features like heatmaps, session recordings, and A/B testing.

  These advanced features provide deeper insights into how users interact with your site and content, helping you pinpoint areas for improvement. Improving the user experience based on these insights can then positively impact your Google rankings.

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  10. Stay compliant

  Fintech is a highly regulated industry. Keeping this in mind, you need to ensure you take the necessary steps to ensure you remain compliant with all applicable laws and regulations.

  Non-compliance can result in severe penalties.

  Given these high standards, it’s crucial to ensure that user data remains private and secure. Matomo helps with this by providing a compliant web analytics solution that respects user privacy. With Matomo, you can confidently manage compliance and build trust with your customers while also reliably tracking the performance of your content marketing.

  

  Drive your content marketing strategy with Matomo

  Leaning into content marketing can be one of the best ways your fintech company can attract, engage, convert, and retain your audience.

  By creating high-quality content for your audience on social media, YouTube, and your website, you can establish your brand as an authority to grow your business for years to come.

  But remember, you need to make sure you’re only using privacy-friendly, compliant tools to protect your audience’s data.

  Thankfully, Matomo has you covered.

  As a privacy-friendly web analytics tool, Matomo ensures that your website data is tracked and stored in compliance with privacy laws.

  Trusted by over 1 million websites, it offers reliable data without sampling, guaranteeing accuracy. Matomo is designed to be fully compliant with privacy regulations such as GDPR and CCPA, while also providing advanced features like heatmaps, session recordings, and A/B testing to help you track and enhance your website’s performance.

  Request a demo to see how Matomo can benefit your fintech business now.

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• How to compensate frame rate underrun while muxing video to mp4 container with libav

  17 septembre 2021, par Nuno Santos

  I have a process that generates video frames in real time. I’m muxing the generated video frames stream in a video file (x264 codec on a mp4 container).

  


  I'm using ffmpeg-libav and I'm basing myself on the muxing.c example. The problem with the example is that isn't a real world scenario as frames are being generated on a while loop for a given stream duration, never missing a frame.

  


  On my program, frames are supposed to be generated at FPS, however, depending on the hardware capacity it might produce less than FPS. When I initialize the video stream context I declare that frame rate is FPS :

  


  AVRational r = { 1, FPS };
ost->st->time_base = r;


  


  This specifies that the video is going to have FPS frame rate but if less frames are produced, the playback will be faster because it will still reproduce the video as it if had all the declared frames per second.

  


  After googling a lot about this topic I understand that the key to fix this is to manipulate pts and dts but I still haven't found a solution that works.

  


  There are two key functions when writing video frames in the muxing.c example, routines that I'm using in my program :

  


  AVFrame* get_video_frame(int timestamp, OutputStream *ost, const QImage &image)
{
    /* when we pass a frame to the encoder, it may keep a reference to it
     * internally; make sure we do not overwrite it here */
    if (av_frame_make_writable(ost->frame) < 0)
        exit(1);

    av_image_fill_arrays(ost->tmp_frame->data, ost->tmp_frame->linesize, image.bits(), AV_PIX_FMT_RGBA, ost->frame->width, ost->frame->height, 8);
    libyuv::ABGRToI420(ost->tmp_frame->data[0], ost->tmp_frame->linesize[0], ost->frame->data[0], ost->frame->linesize[0], ost->frame->data[1], ost->frame->linesize[1], ost->frame->data[2], ost->frame->linesize[2], ost->tmp_frame->width, -ost->tmp_frame->height);

    #if 1 // this is my attempt to rescale pts, but crashes with ptsframe->pts = av_rescale_q(timestamp, AVRational{1, 1000}, ost->st->time_base);
    #else
    ost->frame->pts = ost->next_pts++;
    #endif

    return ost->frame;
}


  


  On the original code, the pts is simply an incremeting integer for each frame. What I'm trying to do is to pass a timestamp in ms since the beggining of the recording so that I can rescale the pts. When I rescale pts the program crashes complaining that pts is lower then dts.

  


  From what I've been reading, the pts/dts manipulation is supposed to be done at the packet level so I have also tried to manipulate things on write_frame routine without success.

  


  int write_frame(AVFormatContext *fmt_ctx, AVCodecContext *c, AVStream *st, AVFrame *frame)
{
    int ret;

    // send the frame to the encoder
    ret = avcodec_send_frame(c, frame);

    if (ret<0)
    {
        fprintf(stderr, "Error sending a frame to the encoder\n");
        exit(1);
    }

    while (ret >= 0)
    {
        AVPacket pkt = { 0 };

        ret = avcodec_receive_packet(c, &pkt);

        if (ret == AVERROR(EAGAIN) || ret == AVERROR_EOF)
        {
            break;
        }
        else if (ret<0)
        {
            //fprintf(stderr, "Error encoding a frame: %s\n", av_err2str(ret));
            exit(1);
        }

        /* rescale output packet timestamp values from codec to stream timebase */
        av_packet_rescale_ts(&pkt, c->time_base, st->time_base);
        pkt.stream_index = st->index;

        /* Write the compressed frame to the media file. */
        //log_packet(fmt_ctx, &pkt);
        ret = av_interleaved_write_frame(fmt_ctx, &pkt);
        av_packet_unref(&pkt);

        if (ret < 0)
        {
            //fprintf(stderr, "Error while writing output packet: %s\n", av_err2str(ret));
            exit(1);
        }
    }

    return ret == AVERROR_EOF ? 1 : 0;
}


  


  How should I manipulate dts and pts so that I can achieve a video at certain frame that does not have all the frames as specified in the stream initialization ? Where should I do that manipulation ? On get_video_frame ? On write_frame ? On both ?

  


  Am I heading in the right direction ? What am I missing ?

  


• The Ultimate Guide to HeatMap Software

  20 septembre 2021, par Ben Erskine — Analytics Tips, Plugins, Heatmaps

  One of the most effective ways to improve the user experience on your website is to use heatmap software. As well as in-depth insight on how to improve your website and funnels, user behaviour analytics complement traditional web metrics with insights from your customers’ point of view. 

  Heatmap software shows actual user behaviour. That means that you have a visual representation of why a customer might not be converting instead of guessing. 

  By tracking clicks, mouse movement, and page scrolling as well as analysing above the fold content engagement and overall session recordings, heatmap software helps improve user experience and therefore customer retention and conversions.  

  

  What is heatmap software ?

  Heatmap software is a data visualisation tool that uses colour to show what actions a user is taking on a website. 

  If there is a design element on a page that many users engage with, it will show as red/hot. For elements that are less engaging, it will show on the analysis as blue/cold. 

   

  Heatmap software like Matomo helps businesses to improve user experience and increase conversions by tracking elements such as :

  • Flow through sales funnels 
  • Individual session recordings for user experience 
  • A/B page comparisons 
  • Form analytics for sign ups and conversions 
  • Media interaction such as instruction or sales videos
  • Clicks on important links and information 

  Using data visualisation software like a heatmap provides more in-depth data when combined with standard website metrics. 

  What is heatmap software used for ?

  Heatmap software tracks website user behaviour to improve website performance and increase conversions. 

  Heatmaps can show you a detailed analysis of : 

  • Where visitors are clicking (or not clicking) 
  • Where visitors are hovering with their mouse
  • How far users are scrolling or stopping 
  • Where the focus is above the fold 
  • What roadblocks or frictions customers are facing in the sales funnel

  Analysing activity on your website and across channels from your customers point of view is critical in developing a customer-centric business model. 

  This is because heatmaps not only show you what customers are doing but why they are doing it. 

  Heatmap software is ideal for businesses updating and redesigning websites. It also helps to answer important growth questions such as “how can we improve our user experience ?” and “why is our sales funnel not converting better ?”. 

  The benefits of using data visualisation like heatmaps for your website

  Heatmaps are critical for improving websites because they drastically improve customer experience. 

  Customer experience is one of the most important factors in modern business success. A Walker study found that customer experience is one of the biggest differentiators between brands, overtaking other factors such as price. 

  Where straightforward website metrics show customers left a page without action, data visualisation and session recordings show what happens in between them arriving and leaving. This gives web developers and marketers invaluable insights to improve website design and ultimately increase conversions. 

  How heatmap software improves your website and conversions

  There are a few key ways that heatmap software boosts website performance and conversions. All of them focus on both creating a seamless buyer journey and using data to improve results over time. 

  How heatmap software improves conversions ; 

  • By improving UX and usability– 70% of online businesses fail due to bad usability. Heatmaps identify user frustrations and optimise accordingly 
  • By improving content structure – Heatmaps take the guesswork out of design layout and content structure by showing real visitor experiences on your website 
  • By comparing A/B landing pages – Using heatmaps on alternate landing pages can show you why conversions are working or not working based on user activity on the page
  • By optimising across devices – See how your visitors are interacting with your content to learn how well optimised your website is for various devices and remove roadblocks 

  Heatmap analytics you need to improve website user experience

  Click heatmap

  Click heatmaps are useful for two key reasons.

  Firstly, it shows where website users are clicking. 

  Heatmaps that show clicks give you a visual representation of whether copy and CTA links are clear from the customers’ point of view. It can also show whether a customer is clicking on a design feature that doesn’t link anywhere. 

  Secondly, it shows where website users are not clicking. This is just as important when developing funnels and improving user experiences.

  For example, you may have a CTA button for a free trial or purchase. A click heatmap analysis would show if this isn’t clicked on mobile devices and informs developers that it needs to be more mobile-friendly.

  

  Mouse move or hover heatmap

  Like a click heatmap, a mouse hover heatmap shows how you can improve the overall user experience.

  For example, hover heatmaps identify where your visitors engage on a particular webpage. Ideally, of course, you want them to engage with CTAs. Analysing their mouse movements or where they are hovering for more information gives you an indication of any page elements that are distracting them or not working.

  

  Scroll heatmap

  A scroll heatmap uses colours to visualise how far down in a page your visitors scroll. For most web pages, the top will have the most impressions and will naturally get less views (i.e. get “colder” on the heatmap) further down the page. 

  This lets you find out if there is important content positioned too far down the page or if the page is designed to encourage users to keep scrolling.

  No matter how good your product or service is, it won’t convert if potential customers aren’t engaged and scrolling far enough to see it.

  

  Above the fold analysis 

  Above the fold is the content that a visitor sees without scrolling. 

  In a heatmap, the “Average Above the Fold” line will show you how much content your visitors see on average when they open your page. It also shows whether the page design is engaging, whether it encourages visitors to keep scrolling, and whether important information is too far down the page and therefore being missed. 

  Above the fold analysis is arguably the most important as this is the section that the highest number of traffic will see. Using this information ensures that the right content for conversion is seen by the highest number of visitors. 

  

  Session recording

  Session Recording lets you record a real visitor session, so you can see clicks, mouse movements, scrolls, window resizes, page changes, and form interactions all in one. 

  They allow you to understand the experience from the point of view of your visitor and then optimise your website to maximise your success.

  Heatmap software like Matomo takes this one step further and allows you to gather session recordings for individual segments. By analysing sessions based on segments, you can further personalise and optimise based on customer history and patterns.

  

  Final thoughts on heatmap software 

  Heatmap software improves your user experience by easily spotting critical issues that you can then address. 

  As well as that, heatmap analytics like clicks, mouse movement, scroll, above the fold analysis and session recordings increase your marketing ROI by making the most of your existing traffic. 

  It’s a win-win ! 

  Now that you know what heatmap software is, the benefits of using heatmaps on your website and how it can improve your user experience, check out this user guide on heatmap analytics.