In a world with ChatGPT and other AI tools, it’s possible for anyone to create “decent” blog posts.
In certain cases, this level of quality might be good enough.
But people looking for fintech solutions won’t be impressed by generic content. Actually, that’s putting it too lightly – they’re likely to run for the hills if you put SEO drivel in front of them.
Instead, you need top-notch content.
To make your fintech content truly stand out, you’re going to need more than a prompt and some guidelines.
In this ultimate guide, we show you how to create outstanding fintech blog posts – and this starts way before you actually write a single word.
Let’s get started.
Table of contents
This is a LONG article. I recommend reading in order, but each section can also be read as a standalone topic.
Feel free to jump to any section using the table of contents:
- Create ideal customer profile (B2B)
- Create a persona(s) (B2B)
- Create a persona(s) (B2C)
- Leveraging product documentation
- Crafting an editorial style guide
- Creating a brief template
- Picking the right topics
- Do keyword research
- Interviewing Subject Matter Experts (SMEs)
- Use original datasets
- Create outlines
- Write the post
- Design the post
- Edit, do final review, and upload the post
- Profitability of blog posts
Create ideal customer profile (B2B)
If you are a marketer at a B2C fintech, skip to Create a Persona(s) (B2C)
As a B2B fintech, creating an Ideal Customer Profile (ICP) involves identifying the traits and characteristics of the companies that would benefit the most from your solution and the companies that are the best fit for your company.
Here’s a step-by-step guide on how to craft an ICP for a B2B fintech:
1) Analyze your best customers (typically most profitable and easiest to service)
What traits or characteristics do your best customers share? Why did they choose your fintech solution?
2) Look at company demographics
Identify the size (in terms of employees and revenue), industries and sectors, and geographic locations of the most suitable companies.
3) Understand their tech profile
What does a typical tech stack of your customers look like? Are they early tech adopters, or do they lag behind?
4) Know their buying behavior
Understand their purchasing process. Who are the decision-makers, how long is the sales cycle and are there budgetary constraints?
5) Identify business challenges and needs
What specific problems or challenges do they face that your fintech solution addresses? Are they seeking efficiency, security, scalability, or compliance solutions?
6) Get insights on growth and strategy
Are they in a growth phase or are they more established and stable? What are their long-term business goals and how does your solution align?
7) Determine cultural and value fit
Some companies prioritize innovation, while others may emphasize tradition or stability. Determine if there’s a cultural fit between your solution and their organizational values.
8) Learn about regulatory and compliance needs
Do they have specific regulatory requirements or constraints that are relevant to you?
9) Bring everything together and document
Combine all the data and insights into a comprehensive ICP document. This will serve as a reference for your team, ensuring alignment in targeting the ideal customers.
10) Regularly review and refine
The ICP isn’t set in stone. As market conditions, technology, and/or your product offerings change, revisit and update the ICP accordingly.
Create a persona(s) (B2B)
If you are a marketer at a B2C fintech, skip to Create a Persona(s) (B2C)
As a B2B fintech, creating a persona(s) involves understanding the individual decision-makers at your ideal companies. Here’s a step-by-step guide:
1) Start with research
Identify who is involved in the decision to buy your product at target companies. Review sales call transcripts, customer feedback, and interactions with customer support.
2) Segment by job role
Different people within a company – who are all involved in the decision-making process – have different needs. A CFO may be concerned about costs and ROI, while a head of IT might focus on integration and security.
Example: “CFO Claire” vs. “IT Ian”.
3) Outline demographics for individuals
Age, gender, years in role, educational background, etc.
Example: “Claire, a 45-year-old CFO with an MBA, in her role for 10 years.”
4) Describe their day-to-day
Job responsibilities, tools they use, teams they collaborate with, etc.
Example: “Ian manages a team of 10 and collaborates closely with data analytics and compliance teams.”
5) Highlight pain points
What challenges do they face relevant to your fintech solution?
Example: “Claire struggles with manual reconciliation processes, leading to delays in monthly closing.”
6) Identify goals and objectives
What are they trying to achieve?
Example: “Ian wants seamless tech integrations to boost operational efficiency.”
7) Understand the buying process
Who is involved in the decision-making process? What are the stages in their buying cycle? Who holds the budget?
Example: Middle managers typically discover possible solutions (like yours) and bring their findings and recommendations to a higher-up – typically the CFO, but sometimes another high-ranking individual.
The possible solutions are evaluated by a group of three or four executives, resulting in a shortlist. The CFO – who is the main budget holder – has the final say.
8) Determine technological comfort
Are they tech-savvy or do they rely on their team for tech decisions?
Example: “Claire relies on her team’s recommendations but wants to understand the broader benefits.”
9) Include behavioral insights
How do they primarily discover information (e.g. via Google search, social media platforms, YouTube)?
How do they primarily consume information (e.g. written content, video content, images)?
10) Add personal touches
Personal interests, values, or motivations.
Example: “Ian is passionate about cybersecurity and often attends industry conferences.”
11) Review with sales and support teams
Your sales and customer support teams interact with these personas regularly. Provide them with “drafts” of your personas, and ask for feedback.
12) Regularly update and refine
Business needs, technology (hello AI!), and behavior all evolve over time. Keep your personas current to ensure they remain relevant and actionable.
Create a persona(s) (B2C)
As a B2C fintech, creating a persona requires diving deep into the characteristics, preferences, and behaviors of your end users. Here’s a step-by-step guide to create a persona for a B2C fintech:
1) Do your research
Use surveys, interviews, and data analysis to gather information about your existing and potential customers. Review customer feedback and interactions with customer support.
2) Define demographics
Consider attributes like age, gender, location, educational background, and income level.
Example: “Jake, a 28-year-old software engineer living in San Francisco with an annual income of $150,000.”
3) Describe habits
What is the financial approach of this persona?
Example: “Jake saves 20% of his income, has a diversified stock portfolio, and uses digital wallets for most transactions.”
4) Identify financial goals
What is this persona trying to achieve financially?
Example: “Jake aims to buy a house in the next five years and retire by 55.”
5) Highlight pain points
What financial challenges or frustrations do they experience?
Example: “Jake struggles with tracking all his investments and would love to have a consolidated view.”
6) Determine technological comfort
How tech-savvy is the persona? Which devices do they use most frequently?
Example: “Jake uses both a smartphone and laptop daily, and he’s comfortable trying out new fintech apps.”
7) Understand their trust parameters
With financial applications, trust and security are paramount.
Example: “Jake is wary of new fintech apps and usually waits to see reviews or get referrals from friends.”
8) Source of discovery
How does this persona typically find out about new fintech tools or apps?
Example: “Jake reads tech blogs and relies heavily on recommendations from his peer group.”
9) Detail personal interests
It helps to know what the persona does in their leisure time, as it can influence marketing strategies.
Example: “Jake enjoys hiking on weekends, follows cryptocurrency trends, and is an avid reader.”
10) Name and visualize your persona
Assign a catchy name, and add a representative image – if possible. This helps you humanize the data.
Example: “Investor Jake.”
11) Review and adjust
As the marketplace evolves and as you gather more user data, refine your persona accordingly.
You can create multiple personas for your B2C fintech, if necessary. Just go through these steps for every persona.
Leveraging product documentation
Creating great product documentation goes beyond the scope of this article. So if your product documentation is subpar or non-existent, fix that and then revisit this section 🙂
Content marketers sometimes don’t look beyond the obvious use-case for product documentation: educating users on a product’s features and functionalities.
They’re missing a valuable use-case for product documentation: an internal resource for crafting insightful and engaging blog posts.
Below, we’ll explore how you can tap into product documentation to elevate your fintech blog posts.
Deep understanding of the product
Reading through product documentation gives your writer an in-depth understanding of what the product is designed to do, its features, limitations, and potential applications.
This knowledge serves as a solid foundation for creating blog posts that educate, inform, and engage your audience on topics closely related to your product.
Product documentation is structured to cover every aspect of a product, from installation to advanced functionalities. Each section or subsection can be a potential topic for a blog post.
For example, if a fintech platform has specific features for risk management, a blog post can be written to explain how risk management in financial trading works, using the platform as an illustrative example.
Credibility and authority
Using your product documentation as a basis for blog posts allows you to write with authority. You’re not just offering general advice; you’re providing information that is backed by your product’s capabilities. This instills trust among your readers.
Product documentation focuses on solving problems. By using this as a foundation for your blog posts, your content is more likely to address user pain points and provide value to your dream customers.
Bridging the gap
While product documentation can be a bit dry and overly technical, blog posts can be more conversational and include real-world examples.
So, turning your product documentation into content for your blog posts allows you to bridge the gap between your target audience’s knowledge base and the nitty-gritty details of your solution.
A blog post can explain why a particular feature exists in the first place, include user testimonials about the feature, or provide best practices on utilizing that feature effectively, to name a few possibilities.
Product documentation is typically focused on specific functionalities or features. These can be rich in keywords that potential customers are likely to use when searching for solutions. By crafting blog posts around product documentation, you can naturally integrate these keywords, improving your blog’s SEO.
How to effectively utilize product documentation for blogging
- Identify high-interest features. Focus on the features that solve key problems or offer unique benefits, and build your blog posts around them.
- Understand the user journey. Align the blog post with where the user is likely to be in their journey. A blog post for a new user discovering your product should be different from one targeting an advanced user.
- Include screenshots and examples. Wherever possible, include screenshots from your documentation or product to visually represent what you are discussing.
- Interlink content. Link to the relevant sections of your product documentation within your blog posts. This serves the dual purpose of offering readers in-depth information and keeping them engaged with your ecosystem.
- Get input from the product team. Your product team may have insights into typical customer questions or roadblocks – that you might be unaware of. Collaborate with them to craft blog posts that directly address these issues.
By leveraging product documentation, you can create blog posts that are rich in information, tailored to your product and audience, and engaging.
Crafting an editorial style guide
Your style guide is designed for anyone who creates content for your company. It ensures that your in-house team and external providers accurately and consistently represent your brand.
Here’s how you go about creating one:
The foundation: understand your audience
Go back to Create a persona(s) (B2B) or Create a persona(s) (B2C) if you need a refresher. This is crucial for creating a good style guide.
Start with an established framework
Save yourself some time. Choose a base style guide like the AP Stylebook or the Chicago Manual of Style to set general rules around punctuation, citations, and more. Use this as your initial framework, and then customize it to fit your brand.
Your brand voice: make it unique
Your brand voice should be as distinctive as your fingerprint. Here are a few possibilities (you can mix and match):
- Educational. Aim to provide clear, actionable advice backed by data.
- Authoritative. Bolster your credibility with well-researched facts and expert quotes.
- Engaging. Hold your reader’s attention by posing questions and using relatable anecdotes.
Provide examples of your intended voice in your style guide – this makes it easier for writers to pinpoint your expectations.
Set the right tone
Tone adds an emotional layer to your content. Do you want to come across as optimistic, casual, encouraging, or another way?
As with voice, it’s important to be specific.
For instance, second-person pronouns like “you” make the content more conversational.
Including quality links in your blog post is important for SEO and content quality.
Your style guide should answer the following questions:
- How many internal links and external links do you want in each blog post?
- Which internal and external links do you want inserted?
- What is your minimum quality standard for external links? (Ideally, provide examples of sources you trust.)
Grammar is a big part of communication, so it’s important to tackle grammar in your style guide. Here are a few things to keep in mind:
- Define scope. Begin by outlining the scope of your grammar guidelines. Will it cover basic grammar rules, or dive deeper into nuanced grammatical decisions specific to your brand?
- Reference reputable sources. Cite recognized grammar authorities, such as The Chicago Manual of Style or the Associated Press Stylebook. This lends credibility and serves as a point of reference.
- Provide clear examples. For every rule, provide clear examples. This helps to eliminate ambiguity and aids understanding.
- Stay updated. Language evolves. Regularly review and update the grammar section to reflect current usage and new linguistic nuances.
- Consistency is key. Whether deciding on Oxford commas or verb tense, be consistent throughout the guide. Consistency ensures uniformity in content, making your content easier to digest and more professional.
Vocabulary and formatting choices
Want to use industry-specific terms? Or do you prefer to keep things as simple as possible? Your vocabulary section is where you set those types of expectations.
Your formatting choices are important, as well. Do you prefer subheadings for easier navigation? Or maybe bold text to emphasize key points?
Sentence & paragraph length
Sentence and paragraph length play a key role in readability, engagement, and branding.
In almost every case, varying sentence and paragraph length from the average is a good idea – this eliminates monotony and allows you to add emphasis in key spots. For example, a three-word paragraph stands out if your average paragraph is 50 words.
Okay, but how do you determine your average sentence and paragraph length?
It depends on your audience and solution.
Are you a B2C business with an audience that isn’t immersed in the world of fintech? Lean towards shorter sentences and paragraphs.
Do you have a B2B solution and are you marketing to CFOs? You might be able to use longer sentences and paragraphs (but don’t go overboard – no one likes giant blocks of text!)
And that’s your style guide!
You now have guidelines that can be provided to every new writer, ensuring consistency and clarity in all of your content with minimal additional effort.
Creating a brief template
When you assign a blog post to a writer, you share a brief with them.
So, your brief template has to include everything the writer needs to create a top-notch blog post.
Here’s what each brief needs, at the very least:
- Link to your persona(s)
- Link to your style guide
- Published articles that showcase your intended voice and tone
- Target word count
- Keywords to include in the article, where appropriate
- Links to include in the article
- Subtopics that should be covered
- Due date
- CTA to be used, if any
Feel free to include anything a writer needs to create outstanding content for your brand.
Picking the right topics
By now, you’ve identified your target audience. You know what they’re trying to do, why they’re trying to do it, and how they reach a buying decision.
With this foundation, it’s a lot easier to pick the right topics for your blog posts.
But knowing your potential customers isn’t enough – you have to know what exactly they’re searching for on the way to a buying decision, and whether your site can rank on page 1 of Google for those keywords.
Here are a few ways to identify those topics:
- Analyze transcripts of your sales calls to identify common questions from customers. Can these questions be answered in your content?
- On all demo, contact, and pricing web forms, include this question: “What is your biggest challenge with [insert relevant topic]?” Credit to Steven Macdonald: check out his full LinkedIn post.
- Dive into niche fintech forums, online groups, or platforms like Reddit and Quora. You might find genuine conversations where customers freely discuss their challenges, frustrations, and needs. This is less resource intensive than creating a survey or focus group.
- Use AI tools to scan user reviews, not just on your platform, but across your competitors’ platforms too. Through this type of analysis, you can pinpoint areas where customers consistently express frustration or confusion.
- Research the topics your main competitors are writing about on their blogs. The idea here is not to copy them – but to get an understanding of what works in your industry. If your competitor is successful, there’s a good chance their content strategy is tried and tested.
With all of these methods, pay attention to the exact words used by your potential customers and competitors. If certain phrasing is recurring, you can build your content around those keywords.
Do keyword research
At this point, you should go into an SEO tool, and do keyword research.
Research your topics and see what the search volume is for related keywords. Keep in mind that third-party SEO tools can only provide an estimation of the search volume – treat it as such.
Sometimes, the SEO tools report a very low search volume – or even zero search volume – for a keyword that is actually being searched for quite often. If there are other high-quality websites targeting a keyword, that’s a good indication that search demand exists.
It’s important to evaluate the current page 1 of Google for each of your target keywords. Look at the competition. The content formats they use, the average content length, and other recurring elements can give you a good idea of what Google is expecting for a given keyword.
Interviewing Subject Matter Experts (SMEs) for your blog posts
You have the topics you want to cover, so now it’s time to create great content.
Leveraging the knowledge of subject matter experts (SMEs) is one of the best ways to rise above the noise.
Here’s how to use interviews with SMEs to elevate your blog posts:
Identify the right experts
First, identify experts who meet the following criteria:
- Proven track record in your industry
- Align with your brand
- Published articles, papers, or books (nice-to-have, not a necessity)
The more qualified they are, the more valuable their insights.
Also consider interviewing people in key positions in your own company – few people will know more about your products than them!
Structuring the interview: what to ask and how to ask it
With your SMEs lined up, it’s time to prepare for the interviews. Create a list of questions that not only get to the heart of the topic, but also resonate with your audience’s needs or questions. Make sure to leave room for spontaneity; sometimes the best insights come from unscripted moments.
The interview: a treasure trove of content
The actual interview can be a goldmine of information. Use recording and transcription tools to capture the conversation, so you can focus on the dialogue rather than note-taking. Ask open-ended questions and encourage the expert to delve deep into the subject.
Translating expertise into blog material
Once the interview is complete, pick out valuable quotes, interesting anecdotes, and actionable tips that align with your blog’s objectives. Prominently display these insights in your blog post.
Optimizing for engagement: make it relatable and practical
As you integrate expert insights into your blog, remember to make the content relatable and practical for your readers. Using a conversational tone is helpful.
Pose questions like, “Ever struggled with X? You’re not alone. Here’s what an expert suggests…” Use real-world examples and actionable tips to ensure that readers can apply what they’ve learned.
Bonus tip: evaluate how the expert insights relate to content already published on your website, and update the content with quotes.
Use original datasets
In a post-ChatGPT world, leveraging original datasets is an excellent way to set your content apart from the competition – for example, by using a statistic that illustrates or drives home a point.
You can find datasets created by third parties or you can create your own datasets.
Third party datasets
You can find third party financial and economic datasets in government databases like the U.S. Federal Reserve, World Bank, and IMF. You can also see if there are research institutions such as universities or think tanks, or financial market platforms such as Yahoo Finance that have datasets you can use.
Creating your own datasets
You can create your own data by conducting surveys, interviewing your clients, or doing your own investigative research.
This is far more time consuming, but it will set your content apart even more – your competitors won’t have access to the same data you have.
Best practices when using datasets
The most important thing to do with third party data is to verify its authenticity. Does your data source have a good reputation and what methodology did they use to gather the data?
You should also make the data easy to read. Visualize your findings by creating charts, graphs, and/or infographics to make your data easily digestible for your audience.
And, of course, you should properly credit the sources of your data.
Bonus points if you can frequently update your content or create new posts with fresh data.
By effectively putting together and presenting datasets, you’ll bolster your fintech blog’s reputation as a go-to resource.
You have your persona(s), you have picked some great topics leveraging your product documentation, and you have editorial guidelines and briefs for your writers.
You have unique insights from interviews with subject matter experts and original datasets.
You’re almost ready to start writing your blog posts – but first, create outlines!
Do you feel that outlines aren’t necessary?
It’s a common sentiment.
Here are a few reasons why they are necessary:
- They organize your ideas, so they are presented to the reader in the best way possible.
- They keep the writer focused on the main topics.
- They facilitate research by identifying key points that need supporting information, saving time during the writing process.
Here are some tips for creating an outline for each part of the article:
I believe the introduction – sentence-for-sentence – is the most important section in an article. That’s because a lot of readers bounce immediately if you don’t capture their attention. Check out this article to learn how to write a great introduction – and get readers to finish your articles.
Now, let’s talk about the body of the blog post.
Here is an excerpt from our article template on how to write the body, provided to each of our writers:
“Enter the main queries into Google, and look at the top 3-5 results for ideas on how to structure the article. What you are seeing is what Google likes – your findings can be used as a baseline.
To go above and beyond, consider the following two questions:
- Are there any sections you can add that would provide value to the target audience?
- Can any existing sections be improved with additional research or your own (backed-up) insights?”
If there aren’t any good existing articles on the topic, then look at top-performing articles on related topics for ideas on how to structure the content.
Here is how we instruct writers on conclusions:
“Write a closing paragraph, either summing up the article points or listing out the key takeaways that were presented. Add in a CTA if relevant for the content and the client (this will be noted in the brief).”
Write the post
This is the (relatively) easy part – assuming you’ve done your prep work.
You have a detailed outline. [Click here to jump back to “Create outlines”]
You have a treasure trove of unique sources to pull from:
- Product documentation – [Click here to jump back to “Leveraging product documentation”]
- Interviews with SMEs – [Click here to jump back to “Interviewing SMEs”]
- Your own niche knowledge and experience
You can also pull information from:
- Google search results. This is a very common source for blog posts – and there is a lot of regurgitated content – so you might have to do quite a bit of digging to find quality information.
- YouTube. You may not have considered using YouTube for research for your articles – and that’s exactly the point! Uncover gems that others aren’t using with the help of ChatGPT. Check out this LinkedIn post by Jonathan Boshoff on the topic.
- ChatGPT. ChatGPT has a reputation for providing generic, borderline-plagiarized content, but detailed, unique prompts are the key to detailed, unique responses.
Use the style guide to, well, guide the style of the article and insert target keywords where appropriate. [Click here to jump back to “Crafting an editorial style guide”].
The article should “flow” from section to section – and not feel forced.
And while you want to subtly nudge the reader towards your solution, it shouldn’t feel like you’re pushing them towards an action. Aim to be helpful, not salesy.
Design the post
A well-designed post with “visual assets” is not only aesthetically pleasing, but also enhances user engagement, retention, and comprehension. Here’s how to design your blog posts and incorporate visual assets:
- Design for your audience. The best way to design your blog post depends on your audience. Look at other sites with similar audiences for inspiration.
- Use a clean layout. A cluttered layout can deter readers. Use ample white space, clear headers, and a consistent font style and size to maintain a clean look.
- Include relevant visual assets
- Images: Use high-quality, original photos, infographics, or custom graphics to break up text and illustrate points.
- Charts and graphs: If you’re presenting data or complex information, use charts and graphs to make it more digestible.
- Videos: Embed videos to illustrate concepts or go deeper into topics.
- GIFs: These can be used to add humor and keep things light.
- Optimize image sizes. Ensure images are optimized to improve page load times. A tool like compressor.io can help reduce image file sizes without sacrificing quality.
- Use captions and alt text. Provide captions where necessary to give context to your images. Alt text can be beneficial for image SEO and accessibility.
- Highlight quotes or key points. Use block quotes or visually distinct boxes to emphasize important points or quotes within your content.
- Consistent branding. Ensure that the visual elements align with your brand’s colors, style, and ethos. This helps in building brand recognition.
- Use a readable font. Stick to 1 or 2 fonts – possibly a different one for headers and body text. Ensure they’re legible on all devices.
- Ensure your post looks good to everyone reading. Your post will be read on desktop, tablets, and mobile devices – so it needs to look good on all of those devices. Test the design on each of them.
- Use visual cues for CTAs. If you have a call-to-action (like signing up for a newsletter or requesting a demo), use visual cues to draw attention to it.
- Footer/End of post design. Consider adding a visually distinct section at the end with a summary, author bio, or links to related posts.
- Feedback loop. Regularly gather feedback from readers about the blog design and make adjustments based on their preferences and behaviors.
While visual elements can enhance a post, make sure every element serves a purpose. Overly flashy design and unnecessary visual assets can annoy readers and overshadow your main message.
Edit, do final review, and upload the post
Having (at least) a second pair of eyes look at each article is key.
Let’s break down the process after the first draft is done:
- Check for clarity: fintech can be complex. Make sure every sentence is clear and easily understandable, especially if the topic is new to your audience.
- Ensure accuracy: Double-check facts, figures, and terminologies. Misinformation can damage your blog’s credibility.
- Look for flow: make sure the post transitions smoothly between ideas.
- Grammar & spelling: Use a tool like Grammarly to catch errors.
- Keep it engaging: Break up long paragraphs and use bullet points, if necessary.
Go through a final review checklist
It’s easy to overlook things.
Create a final review checklist and go through it for each of your articles.
Include things like:
- Double checking if internal and external links work
- Run it through a plagiarism checker
- Reviewing if all of the most important keywords are in the article
- SEO elements like your meta title and meta description
- CTA’s – are they in the right spots?
Upload the post
Now it’s time to upload the post to your CMS and publish it.
Don’t forget to add the SEO meta title, description, URL slug, and any visual assets.
Before hitting publish, preview the post. Ensure formatting looks good on all devices.
Now that your blog post is published, it’s time to focus on the profitability of your content.
Profitability of blog posts
Determine the value of MQLs and SQLs
How much are Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) worth to your company?
The answers will play a big role in determining the profitability of your blog posts.
Here’s what you need to know:
- How many MQLs became SQLs and eventually turned into customers (review past data)?
- Average customer lifetime value (CLTV): understand how much a typical customer is worth over the duration of their relationship with your company.
SQL Example: if 1 in 5 SQLs become a customer, and the average CLTV is $10,000, then each SQL might be valued at $2,000 (considering only direct revenue and not potential referrals or upsells).
Pick an attribution model
Attribution modeling 101: what is it?
In its simplest form, attribution modeling involves understanding how different touchpoints contribute to conversions. For a fintech blog, this means assessing how each post affects reader actions, from signing up for a newsletter to buying the product.
Identifying the metrics: what’s your goal?
Before diving into data, clarify what you’re aiming to achieve with your blog. Are you educating readers? Nurturing leads? Driving sales of a specific product? Once you establish your objectives, you can select relevant KPIs, such as page views, session duration, or conversion rates.
Choose your model: one-size doesn’t fit all
There are several attribution models, including:
- First-Touch: Credits the first interaction with a customer.
- Last-Touch: Focuses on the last touchpoint before a conversion.
- Linear: Distributes credit equally among all touchpoints.
- Time Decay: Gives more weight to interactions closer to the conversion.
The right model depends on your specific goals and how your audience interacts with your content.
For example, if you believe each touchpoint in a customer’s journey equally contributes to conversions, you may opt for a linear attribution model.
Tracking touchpoints and conversions can be tricky – depending on the complexity of your website, you may need to set up custom tracking using Google Analytics or alternative conversion tracking solutions.
Most CTA plugins for popular CMS systems like WordPress also come with built-in tracking capabilities – for example, to track button clicks, email signups, ebook downloads, etc.
What’s important is to track consistently and to track the metrics that matter for you.
How much does it cost to write a blog post?
To determine the cost of each blog post, you need to track the cost of each person involved in production and apply the cost of any tools across blog posts:
Here’s a simple example:
- Writer: $500
- Editor: 1.5 hours at $100 an hour = $150
- Designer: $100
- SEO specialist: $100
- Cost of gathering data: $100
- SEO Tool: $100 a month applied across 4 blog posts = $25
So, in the above example, the total cost is $975 per blog post.
As you can see – even in the simple example – there are a lot of people involved in producing a (great) blog post!
Calculating the ROI of writing a blog post
So, you have your cost of content creation, MQL and/or SQL values, attribution models, and tracking.
Here’s an example showing how to calculate the ROI for a blog post published 12 months ago:
Over the 12 months, let’s say the post brought in 15 MQLs worth $1,000 a piece, and you spent $1,000 on the post. You’re using a linear attribution model, and each reader interacted with your brand through five channels.
Here’s how to calculate your returns:
This means you got a 200% return on investment… and counting.
Now granted, this is a rosy example, and trust me, you’re going to have blog posts with a negative return – no matter what. But you can see what affects your returns and make decisions based on that.
As you can see, there is a lot more to producing great fintech blog posts than just picking whatever topic comes to mind and writing the article.
Pretty much every fintech niche is competitive, and you need unique insights on topics that matter to your audience to create content that stands out.
Follow the steps in this article, and you’ll nail it.
SERP Builders specializes in content strategy, content creation, and SEO for fintechs. We follow the steps outlined in this article to produce top-notch fintech blog posts for our clients – don’t hesitate to contact us if you need help with some (or all!) of the steps.