It sounds obvious, but if you want your content to gain traction once you’ve invested time and effort (and sometimes money) into its production, make sure you write about topics that your audience wants to read.
So how do you read your audience’s mind?
One way is to speak to the client-facing members of your team. If you have customer service reps, they can tell you if clients ask about certain benefits or features specific to your offering or more generic issues affecting your sector. The chances are that prospective clients will have the same questions. You could also speak with your sales team about some of the barriers they have to overcome when dealing with prospects.
This type of educational content can be very powerful, especially if you reach readers who are on the verge of making a purchase decision. Think back to the last time you researched a product or service outside of work. If you caught yourself admiring the merchant or provider’s content strategy, I bet you were more likely to buy!
In terms of the fintech industry, ComplyAdvantage produce some of the best educational content I’ve come across. The landing page for the ‘Knowledge‘ section of the company’s blog breaks topics into relevant categories for their audience. Within each category, they publish evergreen and timely content covering pretty much every angle. Just Google any compliance term, and more often than not a ComplyAdvantage blog post will appear in the first few results.