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New Study: Content Marketing in Fintech is Ubiquitous, but Success Demands Authenticity

May 8, 2019

BOSTON--(BUSINESS WIRE)--May 8, 2019--BackBay Communications, a leading financial services public relations and integrated content marketing firm, today announced the publication of a new study assessing the adoption and quality of content marketing and social media strategies among the top 100 global fintech firms. The study reveals that 96% of the largest and most promising fintech companies produce thought leadership regularly, with 66% of those doing so on a monthly or weekly basis. What’s more, nearly half (46%) of the companies analyzed work across three to four different mediums or content types.

Given how prolific fintech firms are in creating and distributing content, it raises the question of how to rise above the noise. The study examines numerous case studies to highlight effective content marketing strategies as well as efforts that fall flat.

“In the past, we’ve produced similar studies for asset managers and private equity firms to help them benchmark their efforts in this area,” said Ken MacFadyen, Head of Content Development at BackBay Communications. “The ubiquity of content marketing in fintech, however, shifts the focus to quality. The case studies demonstrate the impact of content when it’s done right, but also provide key learnings for those looking to initiate a content program or augment what they’re already doing.”

Highlights from the study include:

  • Nearly all (99%) of the fintechs analyzed have an active social media presence, with LinkedIn being the most widely adopted (98%), followed by Twitter (90%) and Instagram (64%)
  • Fintech companies predominantly gravitate to either insights and commentary (88%) and videos (86%) as their preferred mediums, while nearly half (45%) have produced podcasts or webinars over the past 12 months.
  • Three unique challenges for fintechs’ content marketing strategies are translating the tech jargon for their audiences, avoiding overtly promotional content, and leveraging the content across an integrated communications program.

“The fintech landscape has never been more competitive, which has made differentiation a moving target,” said Tylor Tourville, Director, BackBay Communications. “Quality content has therefore become a cornerstone of building an effective public relations program, and this is supported by the research. Whether it’s interviewing, researching and writing articles for our clients, holding a webinar or partnering with a university or association to create and disseminate original research, content has moved from a ‘nice to have’ to a ‘must have’ for fintechs looking to build their brands and drive new business.”

To conduct the study, BackBay Communications used KPMG’s dual rankings of the 50 largest and 50 most promising fintech companies globally. Through analyzing what is publicly available on the companies’ websites and through social media, the study quantified the proportion of companies producing thought leadership, the types of content being created across various channels, and the frequency at which firms are publishing new content. The analysis also tracked social media adoption to identify best practices across the broader fintech industry.

About BackBay Communications
BackBay Communications is a public relations and integrated content marketing firm focused on the financial services sector including financial technology companies, private equity and venture capital, wealth management, family offices, and impact investing. BackBay takes a brand-centric approach to developing messaging and building integrated communications programs. BackBay’s services include public relations, thought leadership content creation, branding, digital marketing, marketing strategy, videos, podcasts, advertising, social media and design. BackBay is highly regarded for thought leadership initiatives and relationships with the major business media. For more information, please visit  www.BackBayCommunications.com.

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CONTACT: BackBay Communications

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SOURCE: BackBay Communications

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