If you have ever been involved in marketing a business on the internet, you have likely heard the phrase “content is king”, first coined by Bill Gates in 1996.
It’s turning into a cliche, but here we go: this is still true in 2023, as there are more types of content and ways of consuming it than ever before.
Especially in a competitive field like B2B fintech, high-quality content that provides value to your target audience should be at the forefront of your marketing strategy. It will increase your B2B fintech’s brand visibility and generate leads and sales.
And to maximize your ROI, your content should hit all stages of the buyer’s journey and should be available in all of the content formats your buyers consume.
Check out these 17 B2B fintech content examples that will help you get in front of your potential buyers, including real content examples from successful B2B fintech companies.
1) “How to” explainer articles
Your B2B fintech website should provide answers to the “How” questions your potential clients ask.
Explaining concepts related to your clients’ pain points helps establish topical authority in the eyes of search engines.
Your blog is an excellent place to publish this content.
A study by Backlinko found that B2B blogs with educational content generate 52% more organic traffic than B2B blogs without educational content.
Best practice example: Freshbooks’ small business resource hub.
2) Product comparisons
It may seem counterintuitive to mention your competitors on your website at all.
But product comparison pages are highly valuable to your potential buyers. This is the type of content they are looking for when they are very close to making a purchase decision.
Having the audience read the comparison on your website is valuable, as it exposes them to your website’s Call-To-Action elements (CTA’s).
Make sure to write the feature comparison as objectively as possible.
With that said, you should emphasize your products’ strong points and it makes sense to subtly nudge the audience towards your solution.
Best practice example: Square’s comparison pages.
3) FAQ pages
Your clients are going to have questions about your product and service offerings.
Many of these questions will be asked frequently.
The questions will typically be related to specific functionality or characteristics of your B2B fintech solution.
Having a dedicated FAQ page that addresses all of these questions improves your customer experience, establishes credibility, and saves both you and your clients’ time.
Consider splitting up questions into separate, dedicated pages, which can be a valuable part of your B2B fintech SEO strategy as each page can target its own set of SEO keywords.
This is how Stripe attracts a good chunk of monthly organic website traffic.
Best practice example: Stripe’s Payouts FAQ pages.
4) Client spotlights
Publishing stories about your clients is a great way to increase your client retention and loyalty.
It also serves as an opportunity to showcase how your B2B fintech solution is actually being used in the real world and what problems it solves.
Reading the stories of how other clients are using your solution will resonate with potential clients.
There are few better ways to demonstrate your client-centric approach than by placing existing clients in the spotlight.
Best practice example: Gravity Payments’ “Merchant Stories” section.
5) Company news
Publishing or aggregating news about your company provides transparency to different stakeholders including clients, employees, and investors.
This can be in the form of company press releases or a company news section.
Company news can attract attention from media and industry news websites, which can lead to direct and indirect SEO benefits from brand mentions and backlinks.
You can create a media center where you publish both your own company’s press releases and aggregate third party news publications that mention your company.
Best practice example: LendingClub’s Media Center.
6) Case studies
According to the 2023 B2B Content Marketing Research Report by Content Marketing Institute, 36% of B2B content marketers say that case studies are among their B2B content assets that produce the best results.
Case studies are an excellent way to showcase your expertise to potential clients who are browsing your website.
The more case studies, the better.
Your potential clients are more likely to contact you if they read a case study where you achieved success in their specific industry or you tackled a similar problem to the one they are currently facing.
Best practice example: 2Checkout’s client case studies.
Podcasts are more popular than ever, with no sign of slowing down.
According to Grand View Research, the global podcasting market size was valued at $18.52 billion in 2022 and is estimated to expand at a compound annual growth rate of 27.6% from 2023 to 2030.
This article from Lower Street outlines all of the benefits of B2B podcasting and how it can fit into your marketing mix.
Apart from launching your own B2B podcast, you can also increase your brand awareness by being a guest on other podcasts in your industry.
Best practice example: List of the most popular fintech podcasts.
8) Industry pages
Your B2B fintech solution likely has different unique selling points for clients in different industries.
Industry pages are landing pages on your website that are meant specifically for decision makers in that industry.
These landing pages target high buyer-intent SEO keywords and they are the perfect vehicle for you to address industry-specific client pain points.
Industry pages should be part of any B2B fintech content strategy.
Best practice example: Sage Intacct’s industry pages.
9) Free tools and templates
Your B2B fintech solution likely offers advanced functionality for specific use cases.
See if some of that functionality can be simplified and made available as a free tool or template.
This provides free value to your potential clients and is a great opportunity to showcase what it is like to interact with your brand and products.
You can also choose to make the tool accessible in exchange for an email address, which you can then use to nurture the lead via email marketing.
Best practice example: Bankrate’s free business loan calculator.
A useful infographic allows you to visually communicate the value of your B2B fintech solution or information related to your industry.
Infographics can be in long-form format or in a shorter format that is easily shared on social media, such as Facebook or Instagram.
If you include interesting statistics and facts, third party websites are also more likely to cite or include them in their articles. This will often result in a backlink to your website, benefiting your SEO.
Best practice example: SpotOn’s infographics section.
11) Definitive guides
Complex topics tend to require more than one or two blog posts to fully explain and cover.
Writing definitive guides on the main topics related to your B2B fintech offering is an excellent way to boost your brand’s authority.
They give lots of free value to the reader while also providing opportunities for you to include your products and services as efficient solutions for the problems your clients want to solve.
Definitive guides also demonstrate subject matter expertise, an essential part of Google’s E-E-A-T quality guidelines.
Best practice example: Xero’s small business guides section.
12) Glossary pages
In B2B fintech, there is often a lot of terminology that clients do not know about, or need to refresh their minds on.
Glossary pages are a great way to answer the “what is” questions of your field.
They help you get in front of your target audience by answering their specific questions.
Having an extensive glossary also provides a lot of natural internal linking opportunities for your website, which can help boost your SEO visibility.
Best practice example: Chargebee’s glossary section.
Further reading: How Chargebee Generates Over 140,000 Monthly Organic Visitors.
This content format has been around for a while and the peak of its popularity (hype?) seems to be in the past.
But even today, it’s a good idea to include webinars in your marketing mix and engage directly with your clients.
This helps you build trust, brand awareness, and an online community around your company.
You can showcase your B2B fintech solution directly to your audience and give a live demonstration of how your product addresses client pain points.
All while being in direct conversation with leads.
Best practice example: GoCardless’s webinars.
14) Original research
Publishing research reports has several benefits for your B2B fintech including building brand awareness, capturing email addresses for lead nurturing, and a high potential for quality SEO backlinks.
And the B2B fintech space is full of opportunities for original research and insights.
Depending on what solution(s) you provide, your backend systems may contain a wealth of data you could analyze.
You could also survey your existing client base and/or your leads to gather more unique insights.
Journalists love citing original research, which increases your brand exposure on relevant industry websites.
Best practice example: FIS’s annual global payments reports.
15) Employee interviews
Interviewing your employees helps build brand transparency and trust with your potential clients.
They need to believe your employees can solve their problems.
Highlighting and including your employees on your marketing channels is also a great way to show your company culture.
Best practice example: FISPAN’s “Employee Spotlight” section.
16) Video content
YouTube is the obvious choice for video content, but you can also publish short form video content on LinkedIn.
Even a platform like TikTok could be worth it for a B2B fintech business.
Video content can also be embedded on your website to increase your audience’s engagement.
Best practice example: Merchant Maverick’s YouTube channel.
E-books are a great way to dive deep into a specific topic related to your B2B fintech’s product and service offerings.
And they help build thought leadership for your brand.
You can offer the content as a downloadable PDF file in exchange for the reader’s email address.
This helps you build your email list and generate leads.
Best practice example: Zuora’s whitepapers and e-books section.
How you can develop and implement a B2B fintech content strategy
Whether your B2B fintech company has been around for a while or you’re just starting out, it’s a good idea to explore new content platforms and formats.
There is more than one way to skin a cat and get your B2B fintech content in front of your ideal clients.
SERP Builders specializes in content strategies for B2B fintech businesses. We can help create a robust content strategy using several of the B2B fintech content examples we shared in this article.