Digital Marketing

An Interview On Fintech And Tech Content Marketing With Sudip Saha, co-founder at Future Market Insights

An Interview On Fintech And Tech Content Marketing

Sudip Saha is the managing director and co-founder at Future Market Insights, an award-winning market research and consulting firm. Sudip is committed to shaping the market research industry with credible solutions and constantly makes a buzz in the media with his thought leadership. His vast experience in market research and project management across verticals in APAC, EMEA, and the Americas reflects his growth-oriented approach to clients. 

He is a strong believer and proponent of innovation-based solutions, emphasizing customized solutions to meet one client’s requirements at a time. His foresightedness and visionary approach recently got him recognized as the ‘Global Icon in Business Consulting’ at the ET Inspiring Leaders Awards 2022.


Future Market Insights Inc. is an ESOMAR-certified business consulting & market research firm, a member of the Greater New York Chamber of Commerce and is headquartered in Delaware, US. We have been collaborating with global enterprises in their business transformation journey and helping them deliver on their business ambitions. 80% of the largest Forbes 1000 enterprises are our clients with 75% renewal rate. We named “Market Research Brand of the year” in the year 2015. Globally recognized as Clutch Leader 2022 in business consulting on account of high client satisfaction score 4.9/5.

The 2023 Asia Pacific Stevie Awards recognized us as the Thought Leadership Campaign of the Year—The Plant Based Revolution and in the 20th Annual IBAs, we honored with Bronze Stevie Award Winner for Thought Leadership in Sustainable Packaging.

What are the most significant content marketing trends you anticipate for fintech and tech industries in 2024?

Video content will continue to dominate, but with a shift towards more interactive and immersive experiences. Live streaming, webinars, and interactive video content will become more prevalent as they offer real-time engagement and foster a sense of community. Augmented Reality (AR) and Virtual Reality (VR) will also make strides, allowing fintech and tech companies to create immersive experiences that showcase their products and services in a compelling way. This trend will be particularly impactful for demonstrating complex technologies and financial products in an easily understandable manner.

How do you see AI and machine learning shaping the future of digital marketing in the fintech sector?

With advancements in AI and machine learning, personalized content will become even more sophisticated. Fintech and tech companies will leverage AI to analyze vast amounts of data, enabling them to deliver highly personalized content to their audiences. This includes personalized emails, tailored blog posts, and customized product recommendations. AI-driven chatbots and virtual assistants will also play a crucial role in providing personalized customer support and engaging with users in real-time.

What role do you believe blockchain technology will play in content marketing strategies for tech companies?

Blockchain technology will play a pivotal role in content marketing strategies for tech companies by enhancing transparency, security, and trust. With blockchain, companies can create verifiable and tamper-proof records of content creation and distribution, ensuring authenticity and combating issues like plagiarism and fake news. Smart contracts can facilitate seamless and automated transactions for content licensing and payments, ensuring fair compensation for creators. Additionally, blockchain can help in tracking content performance and engagement through decentralized and transparent analytics, providing more accurate and trustworthy data. This level of trust and transparency can strengthen brand credibility, foster deeper customer relationships, and ultimately drive more effective and ethical content marketing strategies.

How important is personalized content in the fintech industry, and what methods do you use to achieve it?

Personalized content is crucial in the fintech industry as it enhances customer engagement, satisfaction, and loyalty. Fintech companies deal with sensitive financial information and offer complex services, making it essential to provide a tailored experience that meets individual needs and preferences. Personalized content helps in building trust, improving user experience, and increasing conversion rates. By delivering relevant and timely information, fintech companies can better address customer concerns, offer appropriate financial products, and create a more meaningful connection with their audience.

Method Used to Achieve Personalized Content:

Segmentation and Targeting:

Fintech companies use segmentation techniques to categorize customers based on various criteria such as demographics, behavior, and transaction history. Targeted marketing campaigns can then be created to address the specific needs of each segment, ensuring that the content is relevant and engaging.

Can you discuss the impact of voice search on content marketing strategies for fintech and tech companies?

Voice search is significantly transforming content marketing strategies for fintech and tech companies by necessitating a shift towards more conversational and natural language content. As users increasingly rely on voice-activated assistants like Siri, Alexa, and Google Assistant, companies must optimize their content to be easily discoverable through voice search. This involves using long-tail keywords and phrases that people are likely to speak rather than type. Additionally, creating concise, informative, and structured content that directly answers common questions helps improve voice search rankings. This shift not only enhances user experience by providing quick and relevant information but also helps fintech and tech companies stay competitive in a rapidly evolving digital landscape.

What are some effective strategies for leveraging social media in the fintech and tech industries?

Interactive and Engaging Content: Use interactive content like polls, quizzes, and live Q&A sessions to engage the audience. Host webinars and live streams to discuss important topics and answer questions in real-time, fostering a sense of community and direct interaction with the brand.

Customer Stories and Testimonials: Showcase customer success stories and testimonials to build credibility and demonstrate the real-world impact of the products and services. Use video testimonials and case studies to highlight how the solutions have benefited customers.

Targeted Advertising Campaigns: Utilize the advanced targeting options available on social media platforms to run personalized advertising campaigns. Leverage demographic, behavioral, and interest-based targeting to reach the ideal audience with tailored messages that resonate with their needs and preferences.

Influencer Partnerships: Collaborate with influencers and industry experts to expand the reach and tap into their established audiences. Choose influencers who align with the brand values and can authentically promote the products or services to their followers.

How do you measure the ROI of content marketing in the fintech sector?

Measuring the ROI of Content Marketing in the Fintech Sector:

Traffic and Engagement Metrics: Track website traffic, page views, time spent on site, and bounce rates. High engagement metrics indicate that your content is resonating with your audience. Use tools like Google Analytics to monitor these metrics.

Lead Generation and Conversion Rates: Measure the number of leads generated through content marketing efforts and their conversion rates. Use forms, landing pages, and call-to-actions (CTAs) to capture leads and track their journey through the sales funnel.

Customer Acquisition Cost (CAC): Calculate the cost of acquiring a new customer through content marketing by dividing the total content marketing expenses by the number of new customers acquired. Compare this with other marketing channels to assess efficiency.

Customer Lifetime Value (CLV): Evaluate the long-term value of customers acquired through content marketing by calculating their average revenue contribution over time. Higher CLV indicates that content marketing attracts valuable customers.

Social Media Metrics: Analyze social media engagement, including likes, shares, comments, and follower growth. These metrics help gauge the reach and impact of your content on social platforms.

SEO Performance: Monitor improvements in search engine rankings, organic traffic, and keyword performance. Effective content marketing should enhance your SEO efforts, leading to increased visibility and traffic from search engines.

Revenue Attribution: Use attribution models to assign revenue to specific content pieces or campaigns. Tools like marketing automation platforms can help track the customer journey and attribute revenue to content touchpoints accurately.

Customer Feedback and Surveys: Collect feedback through surveys and direct customer interactions to understand the impact of your content on customer perceptions and satisfaction. Positive feedback can validate the effectiveness of your content strategy.

What are the best practices for creating engaging and informative content for a fintech audience?

Best Practices for Creating Engaging and Informative Content for a Fintech Audience:

Understand Your Audience: Conduct thorough research to understand the demographics, preferences, pain points, and needs of your target audience. Create detailed buyer personas to tailor the content to their specific interests and challenges.

Simplify Complex Concepts: Fintech topics can be complex and technical. Break down complicated concepts into simple, easy-to-understand language. Use analogies, visuals, infographics, and examples to make the information more digestible and engaging.

Focus on Educational Content: Provide valuable educational content that helps the audience make informed financial decisions. Create how-to guides, tutorials, and explainer videos that address common questions and offer practical solutions.

Incorporate Data and Research: Analyse data, statistics, and research findings to back up the content. Providing credible information enhances authority and helps build trust with the audience. Include charts, graphs, and references to reputable sources to support the points.

Interactive and Visual Content: Create interactive and visually appealing content such as quizzes, calculators, infographics, and videos. These formats are more engaging and can help simplify complex financial information, making it more accessible and enjoyable for the audience.

Optimize for SEO: Ensure the content is optimized for search engines to increase visibility and attract organic traffic. Use relevant keywords, meta descriptions, and high-quality backlinks. Additionally, focus on creating high-value content that addresses the search intent of the audience.

How can fintech companies use content marketing to build trust and credibility with their audience?

Fintech companies can effectively use content marketing to build trust and credibility with their audience by focusing on transparency, education, and thought leadership. Firstly, transparently communicate about your products and services, addressing potential concerns and explaining how your solutions benefit users. Secondly, prioritize educational content that helps users understand complex financial topics and empowers them to make informed decisions. Lastly, establish thought leadership by sharing industry insights, trends, and expert opinions, demonstrating your expertise and commitment to providing valuable information. Consistently delivering high-quality, reliable content builds trust over time, positioning your fintech brand as a trustworthy authority in the industry.

What are the challenges of content marketing in highly regulated industries like fintech, and how do you overcome them?

Content marketing in highly regulated industries like fintech faces several challenges, primarily concerning compliance with stringent regulations and guidelines. These regulations often restrict what can be communicated about financial products and services, requiring clear disclosures and avoiding misleading claims. To overcome these challenges, fintech companies must prioritize compliance by working closely with legal and compliance teams to ensure all content meets regulatory requirements. Additionally, maintaining open communication with regulatory bodies and staying updated on industry guidelines helps mitigate risks and ensures content is compliant while still effectively reaching and engaging the target audience. Striking a balance between regulatory compliance and engaging, informative content is crucial for success in content marketing within the fintech sector.

How do you see the role of video content evolving in the tech industry’s digital marketing strategies?

Video content continues to evolve as a cornerstone of digital marketing strategies in the tech industry, offering engaging, immersive ways to communicate complex ideas and showcase products. It allows tech companies to humanize their brands, demonstrate product functionalities, and provide tutorials or thought leadership content. With the rise of platforms like YouTube, TikTok, and live streaming services, video content not only boosts engagement and brand awareness but also enhances SEO efforts and fosters deeper connections with audiences through interactive and visually compelling storytelling. As bandwidth and mobile usage increase globally, video’s accessibility and effectiveness in conveying information make it indispensable for tech companies aiming to stay competitive and resonate with modern digital consumers.

What are the key differences in content marketing strategies for B2B vs. B2C fintech companies?

Content marketing strategies for B2B and B2C fintech companies differ significantly based on their target audiences and purchasing behaviors. 

B2B fintech companies typically focus on creating content that educates and informs decision-makers within businesses about complex financial solutions, emphasizing ROI, efficiency gains, and integration capabilities. Content formats often include in-depth whitepapers, case studies, and webinars tailored to address business challenges and showcase expertise. 

In contrast, B2C fintech companies prioritize content that simplifies financial concepts, enhances user experience, and builds trust among individual consumers. They utilize more accessible formats such as engaging social media posts, how-to videos, and customer testimonials to demonstrate product benefits and foster direct consumer engagement. Both approaches aim to establish credibility and address specific pain points, but they adapt their messaging and content types to align with the distinct needs and motivations of their respective audiences in the fintech landscape.

How important is SEO in your content marketing strategy, and what are the latest SEO trends for 2024?

SEO remains crucial in content marketing strategies as it enhances visibility and drives organic traffic to fintech and tech companies’ digital assets. In 2024, key SEO trends include the increasing importance of user experience metrics such as Core Web Vitals, which impact search rankings. Content relevance and contextuality are prioritized, with AI and natural language processing aiding in understanding search intent. Featured snippets, voice search optimization, and mobile-first indexing continue to shape SEO strategies, emphasizing the need for responsive design and high-quality, optimized content that addresses user queries effectively. Staying abreast of these trends ensures fintech and tech companies can maintain competitive search engine rankings and effectively reach their target audiences.

Can you share some successful examples of content marketing campaigns in the fintech or tech industries?

Wise (formerly TransferWise): Competitor Comparison Content

Wise, the international money transfer platform, has found success with content that directly compares their services to those of their competitors. For example, they have published articles like “How to close your UBank account” and “How to open a bank account with Westpac”.

This strategy is effective because it targets users who are already researching their competitors, positioning Wise as the helpful expert. By owning the narrative around opening and closing accounts with rival services, Wise is able to capture these users who are further down the sales funnel and more likely to convert.

Zettle (by PayPal): Experiential Marketing Event

Zettle, the mobile payments company owned by PayPal, ran a successful experiential marketing campaign. They invited small businesses to trade at a special event, allowing them to accept payments through Zettle’s tablet and smartphone readers.

This live demonstration gave the target audience a chance to experience Zettle’s products firsthand. The event generated significant media coverage, with over 80 articles published in outlets like BBC News and The Financial Times. This word-of-mouth marketing resulted in a 425% increase in sales and a major boost in website traffic for Zettle.

Wealthsimple: High-Quality Content Magazine

Wealthsimple, a Canadian fintech company, has found success with its high-quality content magazine. The magazine features in-depth articles and interviews with notable figures, covering personal finance topics in an engaging way.

By producing this premium content, Wealthsimple has established itself as a thought leader in the personal finance space. The magazine helps educate and inform their target audience, building trust and authority for the Wealthsimple brand.

How do you ensure that your content marketing efforts align with the overall business goals of a fintech company?

To ensure that content marketing efforts align with the overall business goals of a fintech company, it is crucial to start by clearly defining those goals, whether they are increasing brand awareness, generating leads, enhancing customer retention, or driving conversions. This involves creating a content strategy that directly supports these objectives through targeted content tailored to different stages of the customer journey. Regularly measure and analyze key performance indicators (KPIs) such as engagement metrics, conversion rates, and ROI to assess the effectiveness of the content. By maintaining close collaboration with sales, product, and customer support teams, content marketing can be continuously refined to address evolving business needs and market dynamics, ensuring a cohesive and impactful approach.

What role do data and analytics play in shaping your content marketing strategies?

Data and analytics play a crucial role in shaping content marketing strategies by providing actionable insights into audience behavior, content performance, and market trends. By analyzing data, fintech companies can identify what types of content resonate most with their audience, which channels drive the most traffic, and what topics generate the highest engagement. This information allows for more informed decisions about content creation, distribution, and optimization.

Additionally, analytics help in tracking key performance indicators (KPIs) such as conversion rates, click-through rates, and social shares, enabling marketers to measure the effectiveness of their campaigns and adjust strategies in real-time. By leveraging data and analytics, fintech companies can personalize content, improve targeting, and ensure their content marketing efforts are aligned with their business goals, ultimately leading to better customer engagement and higher ROI.

How do you stay updated with the latest trends and developments in fintech and tech digital marketing?

Staying updated with the latest trends and developments in fintech and tech digital marketing requires a multi-faceted approach. Regularly following industry-leading blogs, websites, and publications such as TechCrunch, Finextra, and Marketing Land provides insights into the latest news and trends. Participating in webinars, online courses, and attending industry conferences and events helps to learn from experts and network with peers. Engaging with professional communities on platforms like LinkedIn and Twitter, as well as joining relevant industry groups and forums, facilitates the exchange of knowledge and best practices. Additionally, subscribing to newsletters from reputable sources and using tools like Google Alerts for specific keywords ensures continuous learning and staying ahead in the dynamic fintech and tech digital marketing landscape.

What are some emerging platforms or technologies that fintech and tech marketers should pay attention to in 2024?

Based on the provided search results, here are some emerging platforms and technologies that fintech and tech marketers should pay attention to in 2024:

Open Banking and APIs

The search results highlight the continued growth and adoption of open banking platforms and APIs globally. By the end of Q2 2022, there were 1,578 open banking platforms offering 5,564 API products worldwide . This trend is being driven by advancing open banking regulations, the diversification of API products, and banks exploring new business models using APIs. Fintech marketers should leverage open banking to enable innovative services and reach new customer segments.

Embedded Finance

The search results mention the rise of “embedded finance” solutions that allow non-financial companies to offer financial services within their own platforms and products . Fintech startups like JustiFi are developing embedded finance technologies, presenting opportunities for traditional financial institutions and tech companies to better integrate financial capabilities.

Decentralized Finance (DeFi)

The search results highlight the growing popularity of decentralized finance (DeFi) and the emergence of startups building DeFi risk assessment and social investment solutions . As DeFi continues to evolve, fintech marketers should explore how to leverage this technology to offer new financial products and services.

Regulatory Technology (RegTech)

The search results note the importance of regulatory technology (RegTech) solutions that help businesses navigate complex financial regulations more efficiently [3,4]. Fintech companies like Fynhaus are developing advanced RegTech tools for anti-money laundering, compliance, and reporting. Marketers should consider how RegTech can enhance their compliance and risk management capabilities.

How can fintech companies use content marketing to effectively communicate complex technical concepts to a non-technical audience?

Fintech companies can use content marketing to effectively communicate complex technical concepts to a non-technical audience by simplifying and humanizing the information. This involves breaking down intricate ideas into easily digestible pieces using plain language, relatable analogies, and storytelling techniques. Visual aids such as infographics, explainer videos, and interactive graphics can further clarify these concepts by providing a visual representation that is easier to understand. Additionally, creating content that directly addresses common pain points and questions can make technical information more relevant and accessible. By focusing on the practical benefits and real-world applications of their solutions, fintech companies can make complex topics more approachable and engaging for a non-technical audience.

What future trends do you foresee in the relationship between content marketing and customer experience in the tech industry?

Future trends in the relationship between content marketing and customer experience in the tech industry will likely center around hyper-personalization, interactive content, and seamless omnichannel experiences. Hyper-personalization will leverage AI and data analytics to deliver highly tailored content that meets individual customer needs and preferences in real time. Interactive content, such as augmented reality (AR), virtual reality (VR), and immersive videos, will engage customers more deeply and provide hands-on, experiential learning opportunities. Furthermore, creating seamless omnichannel experiences, where customers can interact with consistent and cohesive content across various platforms and devices, will be crucial in enhancing customer satisfaction and loyalty. These trends will ensure that content marketing not only informs but also delights and retains tech-savvy customers.

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