“Can You Write for Fintech?”
“Does Your Team Really Understand B2B Finance?”
Plenty of prospective customers ask us these questions. And they’re good ones. We would ask the same things in your shoes. After all, you’re the experts in fintech and B2B finance. Your expert staff talk, learn, live and breathe it for over 40 hours a week. And for many years, in most cases!
So, how can an external agency create B2B finance and fintech content that’s worthy of your website? How can an agency navigate the rigorous compliance and legal approval processes needed to get content live on your site?
Through a very high level of attention dedicated to every single project. That includes extensive research, strategy and tailoring of content. Our teams know how to specifically address the pain points of content creation for specialized, and often highly educated and discerning, audiences.
Financial blog posts
written to date.
created to date.
1. Compliance and Legal
Most prospective clients want to know whether we’re capable of working within rigid, and often lengthy, content approval processes. Their content often needs to be reviewed by several staff members, usually across multiple departments. Factual accuracy, an understanding of constantly shifting trends, compliance with relevant regulations, sensitivity to your company’s unique value proposition and market position — all of these needs must be addressed in a successful and streamlined process.
Solution: We’ll never be surprised when you tell us “We have a lengthy compliance process.” We assume this at the get-go, and it’s baked into our product. Our entire delivery process is built with this in mind.
For starters, we use an in-house project management software that makes tracking the delivery of dozens of projects simple. With an intuitive visual drag-and-drop project management interface, you’ll never have any question about the status of a project or who has action items.
Second, the entire process is managed by a dedicated project manager, who is specifically trained to navigate legal and compliance content-delivery complexities. They review new content before passing it along, promptly communicate feedback, and build their own understanding of your company’s role in the B2B finance or fintech industry. That means your company can count on an informed partner involved in each project — not just someone checking boxes and passing along files.
With effective project management, your business can avoid the headaches that so often come with other content production strategies.
“We go through our head of corporate
affairs and our legal team for content
approvals. We are an extremely risk-averse
company so it has to go through quite a
few approval processes. Brafton’s
adaptability to how our organization runs
has been really, really great.”
Marketing and Communications Manager at Genworth
“The quality of the writing has been
great, the visuals are more than we
hoped for and it’s a night and day
difference from our previous agency.”
Director of Marketing at TAB Bank
2. Content Quality
The other major question we commonly see in our prospective B2B finance and fintech clients is whether or not we can create high quality content for their industry. Finance is unique in that a writer can’t just “pick up skills” along the way. They need to already hold relevant experience and expertise when they begin working for you. With that foundation, writers are positioned to develop more specialized and targeted knowledge directly related to your company in the early stages of the relationship.
Solution: We specifically hire writers who have already specialized in fintech and B2B finance content creation. Then, we put those skilled professionals in a position to continually hone their skills and develop additional industry knowledge that goes beyond the basics.
How Financial Brands Usually Create Content
Most financial marketers take one of three routes…
1. In-house experts
|1. Highest degree of control.|
2. Most access to writers
3. Easiest access to industry experts.
|1. Highest price option.|
2. Highest level of long-term commitment.
3. Content expertise may end up the same as hiring a
This is the usual route companies take when they don’t trust that they can outsource expertise. Companies usually go one of two directions with in-house writers:
Internal experts: The people who best understand your industry are the people doing the work. They will undoubtedly create the highest quality thought leadership content. Companies will try to tap their internal experts’ knowledge, asking them to write content for the website.
However, the reason they are experts is the exact reason their help with content is unsustainable: they’re busy being experts. They just don’t have a surplus of time to sit down and write a polished blog post that is optimized to perform well in search.
Hiring internal writers: In lieu of getting the consistency a company needs out of the true industry experts, businesses might hire a dedicated writer. Generally, they will try to find a professional writer by trade who is proficient in the industry. They do not do the finance work nor have the experience of an internal expert, but they have enough knowledge and, more importantly, have full resource commitment to creating content.
Hiring internal writers gives companies the most access to and control over content. They pay for this control in the form of the highest price for content (salary/overhead), and risk hiring someone with as much industry experience as a skilled freelancer or agency writer
2. Minimal contractual commitment.
3. Highest level of flexibility.
|1. Uncertain quality.|
2. Mixed levels of accountability and responsiveness.
3. Lowest level of accessibility.
Freelancers hire out their writing services for contract or hourly billing. They don’t work for the organization, and as such incur no cost other than the agreed project(s).
Freelancers are a great option for companies that want the lowest level of commitment, require a high level of flexibility, and/or need specific content created on a budget. They pay for this low-cost flexibility at the expense of control and quality.
|1. Higher levels of quality control.|
2. More access and support from teams.
3. Mid-level financial commitment.
|1. Uncertain sourcing of writers|
2. Cost can sometimes exceed quality.
3. Contracts can sometimes be convoluted or prohibitive.
If in-house options are on the far right of the spectrum in terms of high levels of cost and quality control, and freelancers are on the far left in the same regard, agencies are often thought to fall in the middle.
Content agencies typically charge more than a freelancer, but less than hiring someone internally. They’ll also provide a higher level of access and accountability than freelancers, but a bit less than an internal writer.
But generally, the biggest question comes down to quality: How strong are the writers who work at agencies? The answer is in how agencies source their writers, which in most cases, is through freelancers.
So when you pay an agency, it’s important to distinguish whether you’re getting expert writers, or mostly paying a premium for better access to teams and someone to manage the content from freelancer(s). If it’s the latter, you’re ultimately paying a higher price for freelance-quality writing.
How Brafton Specializes in Fintech and B2B Finance Content
Brafton pays a premium for hiring full-time finance writers who already have a track record in the finance industry. We don’t use freelancers. Further, our writers are required to continually “niche-down” into their specialty. Here are a few of our finance writers and their backgrounds:
With Brafton, you have direct access to your specialized writer(s) to provide guidance, feedback and inspiration — and receive it in return, if and when requested. We know collaborative efforts that bring all stakeholders together ultimately result in stronger, higher-performing content.
We pay (quite literally) much more than other agencies for the luxury of having full-time niche skill sets. Frankly, it’s the only content marketing model that truly works in the long term for our clients and for generating results.
What B2B Finance and Fintech Clients Look For
The types of results business need, and the types of help companies ask for, can shift greatly across industries. Companies in certain markets constantly need help with branding and messaging. Others are always on the lookout for SEO and increased search visibility.
Here are two of the most common needs our B2B finance and fintech clients bring to the table:
1. Search Visibility
Pain Point: B2B Finance and fintech clients often come to us because the content they create simply doesn’t generate enough search visibility. In other words, the content they’re creating (either in-house or externally) isn’t performing well in Google search.
Solution: We help these clients by utilizing advanced keyword research processes, then writing content using Search Performance Briefs informed by those workflows. By practicing what we preach, Brafton.com has experienced an eightfold increase in organic search traffic.
- Content Writing Services, including: Blogs, eBooks, whitepapers, landing pages, press releases, and more
- Search Performance Briefs
2. Email Marketing
Pain Point: Email content creation and strategy often seem to be an area of difficulty for our B2B finance and fintech clients. Our clients often come to us for strategy, content creation and execution of weekly newsletters and nurture sequences.
Solution: While our B2B finance and fintech clients have needs across our spectrum of offerings, from infographic design to social media services, we tend to see the majority of their requests fall somewhere between search visibility and email support.
- Newsletter Marketing Services
- Full Service Email Marketing
How We Create Content That Resonates With Your Audience
You might be thinking, “Ok, they can write for my industry, but can they write for my brand?”
Good question! Industry expertise is only useful to you when the content creator has the ability to convey the information in the style and tone of your brand. Consistency of voice and the writer’s ability to keep the attention of your audience is just as important as their expertise.
These three steps help us deliver exceptional fintech and B2B finance content:
1. We Get to Know You
We spend the beginning of our partnership living and breathing your company culture.
Prior to even speaking, we scour your blogs, positioning statements, brand guidelines, product landing pages, mission statements and any video content we can find.
When we onboard, we don’t just listen to what you say. We listen to how you say it, we listen to why you say it, and we listen to what you don’t say. All of this can be just as important for understanding a company, brand and content goals.
2. We Evolve Through Feedback
We don’t have our personal egos wrapped into our work. The content we create either works, or it doesn’t. And if it doesn’t work, we evolve our thinking and style to a place where our clients feel like we are speaking through their own minds, with polish and precision.
Our content evolves based on your feedback, and your own evolution as a brand.
3. We Challenge the Status Quo
We never assume our content is the best it’s going to be at any given moment.
We challenge the status quo by detecting quantitative patterns of performance.
We challenge the status quo by performing regular competitive research; that means checking in on your market rivals to see what they’re doing and if we can do it better.
We never get complacent.
What It’s Like to Work With Us
You just read our entire business model – no secrets or obscurities.
Our clients continue to work with us time and time again because we value:
Without the highest-quality content creators, we have no product. Period.
Our clients get a dedicated project manager, strategist and direct access to their writer(s).
We don’t lock our clients into obscure contracts. You pay for a clear scope of work.
We keep the relationship simple, easy and of the highest quality we can pay for. It’s the only content marketing model that works.
I definitely trust Brafton with giving us tools, options and guidelines to maximize engagement with customers. They’re a one-stop shop in providing expertise.
AIG Travel Communications Manager