Fintech Content Marketing

Which content earns its place?

Publish what a buyer needs in order to trust you, then what helps them choose. Rank every idea on commercial value and compliance load before anyone starts writing.

Market commentary surprises people. It feels like easy content, but a piece suggesting a direction for a market can become a recommendation, and it dates quickly. Our fintech SEO guide explains how to tier these pages by risk.

Is this page a promotion?

Assume it might be. An explainer can turn into a promotion the moment it nudges a reader toward your product, so test each piece with three questions.

1. Does it mention or link to a regulated product of yours?
2. Would a reasonable reader take it as encouragement to use that product?
3. Could someone in a regulated market read it?

If the answers are yes, treat it as marketing. The exact tests are legal ones, and the definition varies by country. In the UK the FCA points to its Perimeter Guidance Manual for the legal definition, and it notes that image advertising that only references a firm's brand differs. Its page on mainstream investments adds that brand advertising does not need risk information. Under MiFID II, a recommendation that does not meet the investment research conditions is treated as a marketing communication. Have your compliance lead turn all this into a one-page rule for your writers.

Keep an evidence file for every piece

Every published claim should trace back to something. An evidence file makes reviews faster and gives you an answer if anyone asks later. Keep it simple: one sheet per piece.

This also addresses a gap ESMA flagged in 2024, when it called for adequate approval, review and record keeping for marketing material, including social media posts and third-party content.

Authorship belongs here too. Google's guidance on money topics asks readers to consider who made the content, how, and why. So name real authors, link to their backgrounds, name a reviewer on regulated pages and explain how the piece was checked. This is good editing as well as good SEO, since a named author takes more care.

A workflow that does not stall

Content programmes in regulated firms tend to stall in review. Design for that from the start. Here is a sample timeline for a medium-risk page. Treat it as a starting point to agree with your approver.

Four habits keep it moving.

• Approved claims library. Pre-cleared sentences on fees, regulation and risk. Reuse them word for word.
• Weekly batches. Reviewers handle a set pile at a set time, and nothing arrives by surprise.
• One channel for comments. Tracked changes in one document, never email threads.
• A published calendar. Compliance sees what is coming a month ahead.

Repurposing needs its own step. A LinkedIn clip cut from an approved article is a new asset, without the context that made the original balanced. Send it back through review.

How should you use AI in drafting?

Use AI for research support, outlines and first passes, and keep people responsible for every claim. Google's concern is value, however the content is made, and its spam policy names generative AI used to produce many low-value pages as an example of scaled content abuse.

In finance the stronger reason is accuracy. Models invent citations and misstate rules with total confidence. So every figure, rule reference and quote needs checking against the primary source, and your evidence file should show it. Also confirm that confidential data and client information stay out of public tools.

What does a quarter look like?

This illustrative plan suits a small B2B team with limited review capacity. It totals 13 pieces.

Note the update. Refreshing an old page often beats writing a new one, and in finance an outdated page is a risk as well as a missed opportunity. Our SEO content strategy guide covers the planning method.

In-house or a fintech content marketing agency?

Choose by what is scarce in your company.

Test any candidate with a short paid brief: one page, with sources and an evidence file. Check whether they found primary sources and whether a subject expert would sign it off. Our strategy guide will help you decide how much content you need in the first place.

Next step

Take your last five published pieces and try to build an evidence file for each. Where you cannot, you have found your first fixes, and you have the case for a proper workflow. If you want help running it, our fintech and forex SEO service covers content built around your sign-off process. We quote in writing.