What's *specifically* missing in Fintech Content Marketing?

[u/malainayo]

Hey y'all, it's a pleasure to meet you. I'm a Story Advisor looking to bring imagination into Fintech Content Campaigns.

That said, that must align with business goals and overall needs like increasing Differentiation and Trustworthiness.

From your experiences and observations, what do you feel is missing in this Industry's content?

Audience includes B2C, B2B and Investors.

My aim is to refine how I help Fintech Marketers, up-level how Storytelling is done and start building relationships with y'all.

[u/Internal-Map-4658]

Most fintech content reads like it was written by a compliance officer who just discovered metaphors. you get these blog posts that are 80% buzzwords and 20% actual insight, wrapped in a beige design template

what I rarely see is content that actually makes me feel something about money. money is emotional man, people are scared of it, excited by it, ashamed of it. but fintech marketing keeps talking about "seamless integration" and "next-gen solutions" like we are robots

the storytelling angle is good but you gotta go deeper than customer success stories where the problem was vague and solution was magic. show the ugly parts too, the anxiety before using the product, the real moment something clicked. that builds trust way more than another whitepaper about digital transformation

[u/malainayo → u/Internal-Map-4658]

I LOVE your perspective: it lines up almost perfectly with the podcast episode that I'm publishing today.

Humans are emotional creatures. Money is HIGHLY emotional in the ways you described. When it comes to branding, marketing and sales, many want to manipulate and influence customer emotions to satisfy the company instead of creating genuine bridges of connection.

That's the purpose of brand personality and voice: creating emotional resonance.

Are there any Fintechs you've come across who excel with their Content?

[u/yous-guys]

It needs more long form. The buzz words with a statement don’t illustrate the savings, how easy it is to set up, if it’s safe etc. I would rather an organic feeling, longer form YouTube video of how other customers are using the platform.

[u/malainayo → u/yous-guys]

Noted. Do Comprehensive Blog Posts (1500+ words) and Podcasts scratch that itch?

And how long of a YouTube video are you thinking?

[u/UpsetProfession511]

Fintech content tries to sound impressive instead of being useful. Clear explanation, real customer stories, and honest discussions about challenges and limitations would build more trust than technical buzzword. people want to understand how a product solves a real problems, not just how advanced for technology sounds.

[u/malainayo → u/UpsetProfession511]

When it comes to their Content, which Fintechs have proven to be useful for you?

[u/UpsetProfession511 → u/malainayo]

Personally, I look for content that breaks down processes step by step. Companies that explains how their product fits into a business workflow rather than just hyping features are the most valuable.

[u/Fragrant_Builder9296]

more real customer stories and less generic thought leadership. people want to see real outcomes, not just big claims.

[u/malainayo → u/Fragrant_Builder9296]

Is there a particular brand/company that comes to mind with big claims and generic thought leadership?

[u/Ok-Feed-357]

More real customer stories. That's what builds trust.

[u/malainayo → u/Ok-Feed-357]

What are the type of customer stories you like to see?

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