Does content marketing work for B2B financial services and fintech?
If you work in financial services and fintech and your content gets ignored, this page is for you.
You have published blog posts for a year in financial services and fintech, and they read like every other firm's claims, so nobody shares them. You cannot point to a single deal they influenced, even though buyers check your website, search results, LinkedIn, and AI assistants before they ever call. You need content that makes the right people remember you.
You have a year of blog posts in financial services and fintech. They read like every competitor's site. Buyers research you on your website, search results, LinkedIn, and AI assistants. They see the same words: trusted, experienced, client-first. Compliance shapes what you can say, but it does not force sameness. In this industry, thought leadership from firm leaders is the trust signal buyers look for. If your posts have no point of view, they skip you.
What does this take? Less than you think, if you start with a point of view. A content program built from a keyword list takes more time and produces nothing memorable. The size depends on how many leaders will speak on the record and how much compliance review is needed. A smaller firm can move faster. A bigger firm needs more coordination. The work is not about writing more. It is about writing different.
This week, stop writing new posts. Gather every claim you have made in the last year. Look for the one belief your firm holds that the market needs to hear. If a claim could sit on any competitor's site, cut it. Do not publish another post that could be written by any firm. Then call me at SliiceXR. I start with what you believe, not a keyword list. I have done this for financial firms like Farther and LendlyX.
Once the content carries a point of view, the right buyers pay attention. Your leaders become the voice the industry listens to. A prospect who checks you online sees a firm with a clear position. Not another list of the same claims. Buyers in financial services see a firm they can remember. They come to you before they call a competitor. That is content working.
What our customers say
"Catherine was instrumental in establishing our website. Of greater import, she greatly aided us in gaining market awareness and capitalizing on the market recognition we already had. Besides the website, Catherine hosted a weekly podcast wherein we shared our views and insights regarding significant developments in our industry and their short- and long-term implications for our business and our clients."
"Ms. Oaks has worked extremely hard to develop an identity for my brand. As an author and business owner, it is extremely hard to build your brand while also establishing an identity with your audience. Ms. Oaks and her team helped me to hone in on my audience and provide me with a detailed analysis (color scheme, brand messaging, etc.) to build my brand and establish myself as a reputable name in my industry. Her keen eye for detail and willingness to go the extra mile has allowed me to focus more on other aspects of my brand and business while also ensuring that my messaging and brand is consistent and headed in the right direction."
"Catherine and the Team at SliiceXR are excellent to work with. They took the time to understand our needs, and execute our vision. Their constant support and patience in designing and adjusting a website that works for both our customers and employees has helped transform our business."
Other questions about content for financial services and fintech
what is thought leadership content
Thought leadership is a position the company is willing to defend, published consistently, in the leader's own voice. Pick three or four subjects you can own and say something real about them.
ceo linkedin content
Post what you actually think about your industry, your customers and the decisions you make. Unfiltered beats polished. I help leaders find the subjects and the voice, and my team turns it into a rhythm.
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