Fintech Content Excellence: Integrating Research for Maximum Impact
Dr Alice Elizabeth Wilson
CEO | Alternative asset content marketing | PhD | TEDx Speaker
The fintech industry feels like it is near constantly evolving with new technology and regulatory shifts. On top of this, the intrinsically technical nature of fintech demands a high calibre of communication, especially when addressing business leaders and experienced investors.?
For the fintech companies that I work with, the challenge lies in producing content that not only adheres to the highest standards of research and compliance accuracy but also resonates with their audience on a human level.
Users of alternative asset fintech platforms require content that not only resonates with their level of expertise but also empowers them with genuinely useful information and actionable insights.?
This kind of content is grounded in strong research, blending complex financial data with compelling, humanised storytelling.
In this article, you will learn:
This article aims to equip you with the knowledge to create content that not only informs but also influences the decision-makers in the industry for those of you who run B2B fintechs, and also how to move the needle when targeting individual investors and platform users for B2C fintech models.
Integrating Complex Financial Research into Fintech Narratives
The Art of Storytelling in Financial Data
Effective fintech writing involves more than just presenting facts; it's about weaving complex financial and investment data into relatable stories.?
This requires a deep understanding of both the fintech sector and the audience's needs, whether they are investors, business partners, or end-users.
Here are some examples to help us think through what doing this successfully can look like.?
A report on blockchain technology's impact on transaction efficiency could be laden with technical data. It could be dry, dense, and jargon-ridden.
A skilled writer, however, can integrate and transform this data into a human-centred story that highlights how the technology benefits the people who use it.?
Using Ripple as an example, their web copy uses concise, benefit centred phrases to make the impact of what they offer immediately apparent:
“Move money on your schedule: Effectively manage payments 24x7x365, with no cut-off times and no need for pre-funding. Cross-border payment settlement in seconds, not days."
By showcasing how Ripple's technology has streamlined operations, the writer makes the data relatable and impactful.
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AI and Risk Assessment: A Case Study Approach
Discussing the role of AI in fintech, especially in risk assessment, is another area where research-based writing shines. It's not just about the technology; it's about its application and results.
The platform uses machine learning advancements, like adversarial debiasing, to better predict the risk of borrowers,which means they can? enable more loan approvals. Their machine learning integration has resulted in a reported increase in loan approvals of 40 percent.
Their content explains how one of their software tools, ZAML Fair, reduces bias and discrimination in lending by automatically reducing the impact of discriminatory credit data, ultimately optimising for both fairness and accuracy.
Again, their web copy speaks directly to their readers most powerful interests:
"AI-driven lending makes more money. Using more data, better math, and smarter software, lenders can safely expand credit access through more accurate risk prediction, faster credit decisions, and more inclusive lending. Zest clients typically see a 20% to 30% increase in approval rates with no added risk”
Obviously, Zest’s clients first and strongest goal is to make more money in their business.?
The fact that they can do this whilst making lending fairer and less discriminatory is a huge plus, both on a human level and a PR level.?
By presenting data on how ZAML has reduced default rates, the content not only informs but also demonstrates the practical benefits of AI in risk profiling, making the complex subject of AI tangible and relevant to the audience.
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Predicting the Future: Tokenisation and Asset Liquidity
Tokenisation's impact in fintech, particularly in asset liquidity and widening access, is a major topic in the alts sphere.?
Again, this isn't just about the technology itself, but about its practical applications and outcomes - what it means for the people who run alternative asset investment platforms, the people who want to fractionalise assets themselves, the people who want to invest in digital tokens of a Picasso painting.?
You get the idea.?
Their platform revolutionises how assets, especially those considered traditionally illiquid like property, are managed and traded.
By converting these assets into digital tokens, Ctrl Alt has become the first fintech in the UK to enable this kind of fluid and accessible trading process.?
Their content effectively emphasises how the process of tokenisation democratises access to investment opportunities, allowing a wider range of investors to engage in markets previously out of reach due to high entry costs or regulatory complexities.
There is a really strong focus on how their technology empowers investors and gives previously impossible access to alternative asset investing:?
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“Opening Up the World of Alternative Assets. Partner with Ctrl Alt and welcome the new generation of wealth builders through alternative asset investing.”
By addressing their ideal clients' primary goal of expanding investment opportunities and enhancing asset liquidity, they effectively align their technology and platform offering with their exact client aspirations.
Ctrl Alt also offers two white papers to bolster their claims. These research-rich reports showcase studies, statistics, and data indicating a surge in investor interest in tokenisation. They have even conducted their own primary data collection with fintech industry experts, showcasing their above-and-beyond level of attention to detail and care.?
Ctrl Alt's narrative around tokenization does more than just relay information; it connects with their audience's core objectives. It uses research and data to support and bolster these points, creating a lovely self-reinforcing structure of trustworthiness and credibility.
By illustrating how their technology makes previously inaccessible markets reachable and profitable, they position themselves as key enablers in alternative asset investment.?
They also use this white paper as a lead magnet, which can make for a really effective customer acquisition technique.?
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Current Trends in Alternative Asset Investing and Data Use in Strategic Content Creation
Aligning content with the latest industry developments and relevant data is a great way to show that you care about what is going on around you and that your clients are in safe hands.?
Integrating emerging trends in fintech and alternative asset investing shows a deep understanding of the sector and also positions you, or your company, as a knowledgeable, trustworthy authority.?
This is a very powerful thing for your customer acquisition strategy.?
Identifying Emerging Trends in Alternative Asset Investing
Focus on pinpointing recent movements within alternative asset investing. Some things that come to the top of my head at the moment are the growing interest in cryptocurrencies, the expansion of ESG investments, Fed decisions and interest rate policy, and the increased influence of private equity and venture capital.
Examine how these trends are reshaping the field of alternative asset investing and their implications for investors and companies.?
This could involve reviewing industry reports, financial news, and insights from other reputable thought leaders. You can then discuss how these data points relate to your precise offering, for example, seed-stage VC investing or leveraged buyouts.
Data Integration for Enhanced Insights
Use recent market research, investor surveys, and performance figures to support your narrative.?
For instance, when discussing the increased popularity of ESG investing, you might want to include statistics demonstrating its performance against traditional investments, or pull on investor sentiment data which shows that younger investors are more likely to put their money in funds with strong ESG values.
Case Studies as Practical Examples
Case studies are a really effective way to bring your arguments to life. You can use case studies of other companies who are doing something well, or case studies of your own client’s successes when using your platform.?
You can even use hypothetical case studies as long as you are clear that they are created for illustrative purposes only.?
I did this here for my client. The fictional example of ‘John’ and his portfolio help to make concrete the otherwise nebulous idea of maximum exposure limits and why they matter.?
Encouraging Thought Leadership and Community Engagement
Something that has worked really well for my own clients is inviting industry experts and thought leaders to contribute to their content.?
I have seen this done successfully through guest articles, interviews, and collaborative pieces.?
It’s great news for everybody because the experts get exposure and some good feels for being invited to contribute or be interviewed, and my clients get totally unique primary data which doesn’t exist anywhere else on the internet.?
When done well,? primary research brings credibility and also brings a much greater diversity of perspectives to your platform.
You can also encourage dialogue and discussion within your content. You can use comment sections, social media platforms, or even your own dedicated forums to build a community around your content.?
Simple approaches can be just as effective as anything fancy.?
Being genuinely engaged on LinkedIn - sharing articles, white papers, and posts there, and having a genuine conversation through the comments has helped me to build relationships with people who have gone on to become my clients. You can do this too.?
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Conclusion
This article has walked us through several different examples of how real fintech companies have used research-based content marketing in effective and interesting ways.?
We've had a look at how using real life examples of the ways in which your product or service impacts the lives of the human beings who use them can help to transform complex financial research into engaging and memorable content.
We’ve also discussed the significance of incorporating current industry trends and data .
Looking Ahead
The path forward in fintech content creation is rich with possibilities.
Continuously evolving our content strategies to align with the changes and advancements in fintech ensures that our content is as useful as it can possibly be.??
As I have written before, the best content marketing, in any industry, explains something useful to its readers.
I warmly encourage you to do everything in your power to find out what your ideal customers are struggling with, feeling embarrassed about not knowing, or being kept awake at night about, then write clearly and kindly about that thing.?
Education done right is a gift. Give that gift as often and as generously as you can.?
Interested in elevating your fintech firm's content strategy? Let's have a chat. Book a free consultation with me to explore how we can use research-based content marketing for better results.