6 Beispiele und Strategien für Fintech Content Marketing

About 96% of top fintech companies rely on content marketing to grow traffic and seal deals. And it’s working. Fintech sites are seeing 35% annual growth in organic traffic. This is a clear signal that smart content pays off.

The value of content applies across industries, and finance is no exception. Yet, you might find it hard to create a fintech content marketing strategy that ACTUALLY attracts customers.

What’s a great way to kick things off? Look at six marketing strategies of top fintech companies! We're looking at payment apps like Wise and trading giants like Binance—the big players.

First, let’s define fintech content marketing. This will help set the stage for the examples and strategies in this guide.

What is Fintech Content Marketing?

Fintech content marketing involves creating and sharing valuable, relevant, and consistent content. The goal is to attract, engage, and keep a specific audience in the financial technology sector.

This strategy aims to:

• Build brand awareness.
• Establish thought leadership.
• Drive profitable customer actions

Fintech marketing teams create content strategies to meet the specific needs and challenges of their audience. This content—written, audio, or video—helps potential customers confidently choose fintech products or services.

Fintech companies also share this content across various platforms.

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

After distribution, they then analyze the content's effectiveness. They do this by tracking web analytics data, such as search engine traffic, social media engagement, and new customers.

6 Fintech Content Strategies with Examples

Below are six fintech content strategies, each illustrated with a leading example, showing how they drive success.

1. Stripe: Blog Posts & Educational Articles

Stripe has built a strong fintech content strategy around Google search. Their content is driven by user intent, covering related financial topics that interest their audience.

Stripe focuses on answering high-intent questions, especially around payment infrastructure. Most people reading this content aren’t even searching for Stripe specifically. Their blog features:

• How-to guides (e.g., “How to accept credit card payments online”)
• Competitor articles (e.g., “How to accept PayPal payments”)
• Explanations of financial processes and fees (e.g., “How long do wire transfers take”)

This approach makes Stripe a go-to resource, even for people who aren’t customers yet. This strategy brings in about 1.5 million visits each month in the US and 4.4 million worldwide.

One standout piece is “ACH Payments 101”, which explains how Automated Clearing House (ACH) transfers work. This article alone attracts about 50,000 monthly visitors, and at its peak brought in nearly 90,000 visitors per month.

Here's why this fintech content strategy works: Stripe finds people who are looking into ACH payments, which might be a challenge for them. Then, Stripe shows off its knowledge and payment solutions in the process.

Stripe’s educational articles offer clear explanations and practical tips. They also use an SEO-friendly format that helps to improve search rankings.

2. Square: Case Studies and Success Stories

Square's fintech content marketing strategy focuses on sharing customer success stories. These stories highlight how merchants use Square's tools to grow their businesses. These stories are relatable narratives that show the before vs. after of adopting Square's platform.

One standout is the “Poor George” boutique case study. Square highlights how Poor George increased online sales by 20% after integrating Square Online. It also discusses how the company streamlined operations with Square Payroll and more.

Another example: Mango’s Sports Bar reports a 30% sales boost in just two months using Square Kiosks. These stories include:

• Measurable results
• Owner quotes
• Visual proof of Square tools in action

This kind of storytelling offers a dual benefit:

1. Builds an emotional connection, making readers see themselves in the story.
2. Provides measurable outcomes, proving Square’s value in clear terms.

These case studies act as mid-funnel fintech content strategies. You can use them in email nurturing or during sales talks when prospects need proof. Square helps businesses gain trust and convert by highlighting the success of others like them.

3. Binance: Video Content and Webinars

Binance, one of the world’s largest crypto exchanges, uses video as a key fintech content strategy. Crypto can be intimidating, so Binance leans on video to educate, simplify, and help users get started.

Binance runs two major YouTube channels:

• Binance Academy: Focused on tutorials and explainers
• Main Binance channel: Webinars, live events, and updates for active traders and the broader crypto community

Their content performs well. Binance Academy has 173,000 subscribers, over 267 videos, and nearly 8 million views. Its most popular video, “How to Use a Stop Limit”, has over 1 million views, showing strong demand for beginner-friendly guidance.

Binance’s main YouTube channel now has over 1 million subscribers. This shows a strong global demand for educational and community-focused crypto content.

Binance’s video content strategy works because it removes barriers for new users and builds trust. Video explainers simplify crypto tools for users, and webinars keep them involved.

Binance also uses performance advertising on Blockchain-Ads with impressive results.

4. Wise: Data-rich Content & Tools

Wise (formerly TransferWise) has built one of the most effective fintech content marketing strategies around data-driven tools that solve immediate user needs. Wise gets 166.9 million visits worldwide every month. It does this by blending useful tools with local, SEO-friendly content.

Their Currency Converter pages are a standout example. These pages feature live exchange rates, show how fees are calculated, and offer exactly what users are looking for.

This strategy drives major traffic: a single page, “mil dólares estadounidenses a pesos mexicanos”, brings in 1.4 million visits per month on its own.

Part of what makes this work is localization. Wise makes special pages for different languages, currencies, and markets. This helps them rank for specific, high-intent searches around the world.

5. Plinqit: Thought Leadership and Original Research

Plinqit, a personal savings fintech, shows how smaller players can use thought leadership to build authority. Their strategy centers on original research that offers real value to consumers and industry stakeholders.

A standout example is their 2024 State of Savings Report. Plinqit teamed up with The Harris Poll to survey more than 2,000 U.S. adults about their saving habits and challenges. The result was a thorough report that took center stage in their thought leadership efforts.

After launching the report, Plinqit saw:

• A 375% increase in speaking engagements
• A 162% boost in website traffic

The report also won Plinqit the FinTech Marketing North American Award for Best Use of Thought Leadership.

This fintech content strategy succeeds because Plinqit relied on trustworthy, exclusive data. This approach established them as an expert in consumer saving habits.

The report sparked a wide content campaign. This included blog posts, infographics, webinars, and more. It also drew PR attention and industry invitations.

Plinqit shows that fintech brands can do more than promote products. They can execute content strategies that educate customers, build trust, and expand their brand reach.

6. Klarna: Social and Influencer Content

Klarna fintech content marketing strategy focuses on social media and influencer partnerships. This strategy boosts awareness and keeps them connected to current cultural trends.

A great example is their work with Paris Hilton on the “That’s Smoooth” campaign. Klarna went beyond ads. They created fun social content that fits right into TikTok and Instagram. It clearly shows how easy and flexible Klarna’s payments are.

This isn’t new for Klarna either. In the past, they teamed up with Snoop Dogg (or “Smoooth Dogg”) to push the same message: Klarna is cool, fun, and frictionless.

This strategy works by combining celebrity trust with user content. It helps Klarna connect with younger audiences and encourages them to share their own “smoooth” shopping stories. It’s a fintech content approach that makes finance social, engaging, and easy to talk about.

Benefits of Fintech Content Marketing

Fintech content marketing strategically attracts, educates, and converts customers in a $340.10 billion market. Here's how this approach truly delivers.

Attract New Audiences

Consumers are overwhelmed by online financial information. For money decisions—like transfers or fees—they crave clear, trustworthy guidance. High-quality fintech content ensures brands appear when people search.

For instance, 70% prefer learning via articles over ads. Companies like Stripe and Wise prove this; Wise's localized content, answering everyday questions, draws millions monthly.

Provide Valuable, Actionable Advice

Finance often seems complex, hindering informed decisions. Fintech content marketing simplifies dense topics into engaging videos, infographics, and blog posts for all financial literacy levels.

This strategy expands beyond traditional finance. During the pandemic, lifestyle and wellness content topped fintech audience engagement, reflecting broader financial concerns. This diversity keeps brands relevant, connecting with customers at every life stage.

Establish Trust and Thought Leadership

In fintech, trust is paramount. Consistent, well-researched, timely content positions a company as a credible authority. This thought leadership builds loyalty, drawing audiences back for both content and services.

Plinqit's 2024 State of Savings Report exemplifies this with the company's 162% boost in website traffic. That's content marketing driving authority and results.

Drive Leads and Conversions

Ultimately, fintech content marketing fuels business growth. Content educates prospects pre-purchase, guides them through the funnel, and builds product confidence. Research shows content marketing generates three times more leads at 62% lower cost than outbound marketing.

Every helpful blog post or guide acts as an entry point, nurturing people towards conversion.

Building a Strong Fintech Content Strategy

Not all content strategies are equal. A solid fintech content strategy helps users move from discovery to decision. It’s more than just driving traffic.

1. Understand Your Audience Deeply

Fintech audiences are diverse, from new savers to enterprise CFOs. To connect, you must know them deeply. Create clear personas to target their financial challenges, goals, and knowledge.

This means understanding their questions, barriers, and where they are online. Top fintech content marketers personalize messages for specific segments, ensuring relevance everywhere.

2. Solve Real Problems

Your content should help, not just inform. The most effective fintech content anticipates user pain points and delivers practical answers. Whether explaining ACH payments (like Stripe) or comparing currency conversion rates (like Wise), content must be immediately useful. This focus attracts readers and earns trust as a go-to resource.

3. Educate at All Levels

Education is key in fintech. Strong content strategies recognize varying knowledge levels. Include beginner guides, advanced explainers, and thought leadership. This mix offers value to everyone, no matter where they are in their financial journey.

4. Demonstrate Authority Consistently

Thought leadership takes time but pays off. Sharing expert insights, original research, or clear analysis makes your fintech brand credible. Plinqit’s savings report led to more traffic and raised its profile in the industry.

Consistency is key, though. Building authority means providing regular, useful, and reliable content. It’s not enough to rely on a single big campaign.

5. Use External Resources Where Valuable

Content creation demands resources, and fintech teams often run lean. Working with trusted publishers, licensing great articles, or sharing your best content can boost your reach and credibility. Associating your fintech brand with trusted names in finance or business journalism boosts credibility quickly. This often works better than content alone.

Bottom line

An effective fintech content strategy focuses on the customer. It solves problems, educates clearly, and builds authority. Also, it scales smartly through external partnerships.

When done right, it can drive long-term growth. The most effective approach pairs content marketing with andere Fintech-Marketingstrategien. Diese Verschmelzung von Content Marketing und anderen Strategien kann Ihrer Fintech-Marke helfen, der Konkurrenz einen Schritt voraus zu sein.