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Why FinTech should love Content Marketing

The FinTech industry is changing rapidly and now faces the question: Is the technology growth forcing fintech to evolve? Or conversely, do the needs of fintech urge the technology to step up? Why should I bring it up, or how does it relate to content marketing? You ask. Well, hold your horses.  I would say […]

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The FinTech industry is changing rapidly and now faces the question: Is the technology growth forcing fintech to evolve? Or conversely, do the needs of fintech urge the technology to step up? Why should I bring it up, or how does it relate to content marketing? You ask. Well, hold your horses. 

I would say ‘both’, as an answer. Modern companies are fighting with one another in developing technologies that are better or different or serving differently. Well, it all sounds similar, but it’s not, and that’s the challenge with the fintech space currently. Too much detail moved from the “legal” side to the “tech side.”

On the other side, we have traditional companies adopting modern technology and trying to get the message across to the consumers on how to use it, why to use it, and more.

Both come with challenges, like the inability to impress upon the audience clearly (enough) or getting them to use it with adoption being the major challenge.

Marketing techniques tailored for FinTech

Numerous solutions from various competitors were tried, most of which do not go more than half of the way, and all these have led to immense confusion, mistakes, and rollbacks. The results cannot be changed unless time can be reversed, but a suitable solution can be explored.

I won’t name any brands or case studies here, as I want to keep focused on actionable steps and pure knowledge. After this, you may filter brands and know the difference by what you learn here. A campaign that made money does not make it great, but failing to help the business’s bottom line is of no use either.

So, Fintech marketing is the sum of marketing techniques specifically tailored for financial technology (‘fintech’) companies. 

What are the marketing needs of FinTech?

Reaching the target audience is marketing – call, email, message, meet them door to door, teach them with infomercials, or attract them with exciting ads. That is all the marketing in the world in one line in layman terms.

However, it’s a lot more complicated than that, now that we have 70+ top social media across youtube, Instagram, TikTok, Slideshare, webinars! , each needing its format of content, own delivery style, own strategy, and more.

Each platform is different.

Each delivery medium, a.k.a content format, is different.

Each industry is different.

And most importantly, everything changes with the change in the objective/goal of the campaign.

How is FinTech unique?

So FinTech is unique; it’s not the same as every other industry, and its marketing needs are different. Yes, it has more legal boundaries than almost any other industry, except for medical.

FinTech needs to stand out from the crowd and position themselves on the edge of innovation in the ever-evolving field of financial technology.

The stats say that 86% of Americans fast forward through TV commercials, 91% unsubscribe from email lists, 44% of direct mail is never opened, and more than 221 million people are on a “Do Not Call” list.

But that leaves us with a good opportunity. Billions of people on earth RIGHT NOW love to scroll endlessly through their Facebook feeds or youtube “recommended videos,” Instagram feed, and any feed they could find with their exceptional (more than necessary) extra long smartphones. 

What’s the best form of marketing?

Reaching the audience with what they want is the best form of marketing. That is how every stage of marketing evolved.

Now delivering high value, educational, informational, exciting, and compelling content across these channels is what best reaches them.

Again, quality and quantity balance matters.

Let me tell you my story. I started working at the age of 14. I started selling anything I could find, primarily my web design services, as that’s the skill of a 14-year-old who finished 10th grade.

Then, I explored many industries, worked with fortune 100s like CISCO, fortune 100 nonprofits like AJC, and 1000s of businesses across six continents and numerous business sectors in dozens of languages and cultures.

I learned to see the differences in marketing across all these, but one thing remained consistent – and that is, people seek value, and they get addicted to the brand who delivers that, in channels they like, in ways they prefer. The customer is the king, even here.

Fintech can be a serious business, but customers do not need to be serious when dealing with it.

My marketing mantra

I follow Stoicism, and there is an exercise in Stoic practice to be “Hyper Aware.” Being super aware of all thoughts, feelings, and experiences and even writing it down for future reference. If you are a fintech owner or you work at a fintech organization, try to be hyper-aware of your thoughts, feelings over financial services, and financial businesses in your personal life. What do you feel? Do you know what you seek? What makes you think or complain? Do you even know what you like? Know thy customer. But first, know thyself. That is my marketing mantra.

If you know those innate thoughts, they can be a gold mine for what your customers MIGHT want to hear. To understand what they want, you might want to ask them, research, and more. But in short, you start being sensitive to what needs to exist there and produce content around it, not boring long videos or text with a disclaimer.

Highlight pain points of your target market

Great content helps highlight pain points your target market may not even realize they have—pain points your product or service solves. It doesn’t matter what kind of FinTech business you are.

  1. Lending
  2. Payments
  3. International Money Transfers
  4. Personal Finance
  5. Equity Financing
  6. Consumer Banking
  7. Insurance
  8. Or Blockchain/Crypto based modern emerging fintech service

The principles of marketing within FinTech are very similar. Yes, there will be differences to your sub-niches that need to be worked on, but every marketing campaign is different and needs to be customized as one size does not fit all. Every company is different, so is every product. World changes, customers change, and so, you and your campaign change as well.

What is an effective Content Marketing strategy?

The word content marketing has been overused and oversimplified over the years. Writing a small piece of a Facebook post is called Content Marketing lately. It’s hilarious, marketing by itself. But it’s more comprehensive than that.

It’s about knowing the audience, entertaining them while educating them, a lot of feedback collection, reaching through all possible channels, and a lot more.

Know your audience

The key is finding out what your target customers need to know and providing it to them in an engaging, seamless way.

It starts with personas and audience segmentation. But that’s a different topic for a different day.

When executed correctly, a content marketing strategy can have a tremendous impact on marketing efforts – and the bottom line. 

Leveraging highly personalized information to get beyond traditional marketing noise enables the consistent delivery of valuable and contextual insights across multiple channels. 

Minimize marketing challenges

Challenge #1: Budget

Big banks have a lot, endless pits to advertise as they are too big to fail (at least as of yesterday). But fintech startups aren’t there yet. Using storytelling, emotional connection, and real perspectives via content marketing is how they can capture the space in the audience mind with a relatively reasonable budget, which most banks cannot achieve even if they spend so much more as their mindset is not set right for 2020 – giving startups a massive edge (until they catch up)

An effective content marketing strategy helps minimize stumbling blocks for fintech startups.

Challenge #2: Too Complex

That is a complaint from the audience for all fintech products. Change it. Be simple. Explain with stories. Personalize. Put yourself and your life in the content. Show them how simple it truly is!

Challenge #3: Radical Transparency 

This is a value that fintech companies are lacking, more than ever. Content Marketing can help you achieve that (if your business intend to, which I strongly would recommend if you want to stand apart, stand alive in this fintech marketing battles)

Target specific goals

  1. Build engagement and loyalty without the abrasiveness of a direct sales message. Like insurance sales or “give me your money and never ask about it” schemes
  2. Educate customers and promote financial literacy through content marketing. 
  3. Keep up with customers’ increasing need for control and self-service, the most important one currently.
  4. Keep emotional ties with customers healthy since most opt to manage their money digitally now. Personal connections lead to trust.

What are some critical areas of application of Fintech Content Marketing? 

Recruitment 

Positioning the business in a good light is crucial for attracting the best talents. Deliver punchy, bold, engaging content about your work culture. Be creative; be fun. No one wants to work in a severe and tedious company. Your marketing materials to your customers reflect on your beliefs and help attract talents who have the same wavelength. 

Funding 

A sleek, well-structured campaign can help attract funding. The investors see the “value” you adopt in marketing. The trust gained and shows you understand the power of inbound marketing – which is the highest quality of customer acquisition out there. If buying your product requires “x” know-like-trust factor, investing requires 10x or 20x of it. 

Brand awareness

Unique content attracts potential clients. This is THE way of increasing awareness of your brand. Monitor social interactions among your target audience and note popular content that may guide and inspire your campaigns.

Generating leads and inquiries 

A strong content marketing strategy is crucial for longevity and financial success. Start-ups stumble for failing to understand the integral role of good copywriting within business development. Forgot not.

There are almost unlimited applications of Content Marketing for a fin-tech, but I think I should let you explore the rest.

A great content marketing company will advise you where best to focus your funds in order to best present your business without breaking the bank. But if you decide to do it yourself, inhouse, make sure you have all the skills hired and lined up to not compromise on research, quality of content and finally the distribution

Now, go out, make some difference. 

About The Author

Mr. KEY – Karnika E. Yashwant has been an avid marketer leading blockchain projects since 2013 and executing Content Marketing for Fortune 100s since 2007. He is the CEO of Utopian Capital, an investment firm for blockchain technology, and the Founder of KEY Difference Media, an agency rated in numerous Top 5 and Top 10 lists in the Blockchain/Crypto space year after year. He can be reached at LinkedIn or Telegram

He helps businesses understand how they can function and use blockchain technology to benefit their businesses. His whole perspective stems from marketing, helping businesses reach the marketing objective – be it raising investment or attracting users. 

He can help them navigate the challenges and help make the right choices, and most importantly, get the message across to the crypto audience. He is a master at educating the audience, onboarding them and customer acquisition using crypto news media, influencers, Content Marketing, and community connections.

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$500K Bitcoin Donation Funneled to Groups Involved in US Capitol Riot: Analysis

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Blockchain intelligence firm Chainalysis has tracked simultaneous Bitcoin (BTC) donations to wallets associated with right-wing extremist groups in the U.S., which might have helped fund the recent riot at the U.S. Capitol. The news marks yet another pivot towards pseudonymous money transfer means by alt-right groups in the U.S.

Alt-Right Agitators Received $500K in Bitcoin Prior to US Capitol Riot

Publishing its findings on Thursday (Jan. 14, 2021), Chainalysis revealed that several notable alt-right personalities who were present at the Jan. 6 riot in the U.S. Capitol received substantial Bitcoin donations.

According to Chainalysis, a single donor funneled 18.15 BTC to addresses belonging to entities with right-leaning affiliations on Dec. 8, 2020. At the time, this figure was worth over $500,000.

In its report, Chainalysis also revealed that popular far-right political commentator Nick Fuentes received 13.5 BTC. There are a few photographic pieces of evidence placing Fuentes at the riot with a megaphone in hand though Fuentes has denied entering the building itself.

Apart from him, alt-right podcaster Ethan Ralph and VDARE — an anti-immigration organization — also received BTC sums from the donor. While Chainalysis did not reveal the identity of the person responsible for funneling the Bitcoin, the crypto forensics outfit did mention that there strong evidence that the donor is a French computer programmer.

An examination into the donor’s wallet shows that the person is likely an early Bitcoin adopter. Further investigation into the donor shows a history of donations to extremist causes with an alleged suicide note referencing known alt-right talking points.

Based on these findings, U.S. law enforcement officials are reportedly investigating possible links between the donations and the assault on the Capitol. Prosecutors also say that they are approaching the investigations from a counterterrorism and counterintelligence standpoint.

Financial Censorship Triggering Crypto Adoption

Alt-right groups receiving donations in Bitcoin is only the latest example of political and social groups with dissident ideologies embracing cryptocurrencies. Indeed, Bitcoin’s early history is somewhat intertwined with WikiLeaks especially after the establishment was cut off from mainstream funding sources.

Even countries facing economic sanctions are also adopting cryptocurrencies. Venezuela is a popular example, with the Maduro administration even creating its own oil-backed Petro “coin.”

Nations like Iran are actively supporting Bitcoin mining with tax breaks for BTC miners. As previously reported by CryptoPotato, the output from three power plants has been offered to miners in the country.

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Source: https://cryptopotato.com/500k-bitcoin-donation-funneled-to-groups-involved-in-us-capitol-riot-analysis/

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Bitcoin Faced First Major Correction In Current Bull Run: The Crypto Weekly Market Update

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This week was very intensive in the cryptocurrency market. It’s perhaps safe to say that it was among the most tumultuous ones we’ve had in the last few months.

Everything started calmly, and during the weekend, the price hit an all-time high value of $42,000. The excitement was short-lived, as immediately after that, bitcoin went in the opposite direction and started to decline. It wasn’t until Monday, however, when things took a turn for the worst.

Bitcoin’s price lost around $12,000 in what seems to be the first major correction in the ongoing bull run. The decline of around 27% came in a few brutal four-hour red candles and led to the liquidations of $2.87 billion worth of both long and short positions, indicating once again how over-leveraged the market is.

From there, the price took uphill and even reached $40,000 again on Thursday. Bears, however, weren’t done as what followed was another handful of red candles that brought the price to its current trading level of about $35,000.

With this said, the entire cryptocurrency market took a hit as the capitalization has dropped below $1 trillion. Meanwhile, Bitcoin’s dominance is also suffering, as it’s down to 67.7% during this week from its high of around 70.3%. This shows that despite the blood on the streets, altcoins have managed to take the upper hand and claim a larger portion of the market.

Meanwhile, two other projects made headlines over the past few days, mainly thanks to their incredible price performance. Despite this brutal correction, Polkadot’s DOT token is up 40% over the last seven days, while LINK is up 22%. The latter even charted a new all-time high today.

In any case, the week was particularly exciting, and even though this time it was the bears who had the upper hand, it’s very interesting to see how the next few days will shape up. Is this the beginning of a larger correction, or is it just a step back in preparation for an even bigger rally? We have yet to see.

Market Data

Market Cap: $964B | 24H Vol: 144B | BTC Dominance: 67.7%

BTC: $35,442 (-14.6%) | ETH: $1,141 (-7.5%) | XRP: $0.276 (-12.9%)

Tether (USDT) January 15th Deadline on iFinex Case: Everything You Need to Know. Today is an important date for the entire cryptocurrency industry as it marks a serious deadline on the iFinex v. NYAG case. Here is everything you need to know about it and what to expect.

FinCEN Extends Comment Window on Proposed Crypto Regulations. After receiving thousands of responses and serious criticism from industry participants, the Financial Crimes Enforcement Network (FinCEN) has decided to extend the comment window on the proposed cryptocurrency regulations.

Following Coinbase And Bakkt: Winklevoss’ Gemini Reportedly Considers Going Public. Cameron and Tyler Winklevoss are reportedly exploring the option of taking their cryptocurrency exchange, Gemini, public. This means that they could follow in the footsteps of other cryptocurrency-related companies with similar intentions – namely, Coinbase and Bakkt.

Greenlight: Anchorage Secures Crypto Banking Charter from the OCC. The United States Office of the Comptroller of the Currency (OCC) has granted a cryptocurrency custodial service company a national trust charter. This puts the firm in the position to claim the mantle of a US-based national crypto bank.

4 Possible Reasons for Bitcoin’s $12K Correction After Reaching $42,000 All-Time High. Bitcoin went through its first major correction this week, sliding by more than 27% in just a few four-hour red candles. Here are some of the potential reasons for which this happened.

Crypto Market Cap Reclaims $1 Trillion as Bitcoin Sets Sights on $40K. The cryptocurrency market sees no boring days. Just a couple of days back, it was on its way back up, recovering from a major correction, and even claimed $1 trillion in market cap again. Unfortunately, today things took a turn for the worst again.

Charts

This week we have a chart analysis of Bitcoin, Ethereum, Ripple, Polkadot, and Cardano – click here for the full price analysis.

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Disclaimer: Information found on CryptoPotato is those of writers quoted. It does not represent the opinions of CryptoPotato on whether to buy, sell, or hold any investments. You are advised to conduct your own research before making any investment decisions. Use provided information at your own risk. See Disclaimer for more information.

Cryptocurrency charts by TradingView.


Source: https://cryptopotato.com/bitcoin-faced-first-major-correction-in-current-bull-run-the-crypto-weekly-market-update/

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Report: Mt Gox Creditors Could Claim 90% Of The Owned Bitcoins After A CoinLab Deal

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Nearly $5 billion in bitcoin could make their way back to Mt. Gox users following a deal between creditors and CoinLab. Nevertheless, the agreement is still reportedly subject to creditor acceptance.

  • Bloomberg reporter Matt Leising offered a brief explanation of the story earlier today, noting that CoinLab has reached a deal with Mt. Gox creditors for 90% of the bitcoins they are owned.
  • Should the deal indeed proceed, the creditors would receive over 135,000 bitcoins out of 150,000. With today’s prices, this sizeable amount has a value of $4.8 billion. 
  • As those users have been waiting for over six years to receive their coins, whose value has appreciated significantly, the community speculated that they might dispose of the bitcoins, which could harm the market.
  • Founded in 2011, CoinLab partnered with Mt. Gox in late 2012 to handle transactions for the exchange in the North American region. However, the collaboration ended rather shortly as CoinLab took Mt. Gox to court, alleging that the trading platform had broken its contractual agreement. 
  • The Japan-based crypto exchange was the largest trading platform years ago, responsible for over 70% of the BTC transactions during its peak. However, it all crumbled after one of the largest hacks in the cryptocurrency field in which the attackers took 850,000 bitcoins – worth over $30 billion today.
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Source: https://cryptopotato.com/report-mt-gox-creditors-could-claim-90-of-the-owned-bitcoins-after-a-coinlab-deal/

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