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 Do not publish another post that could be written by any firm.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."
"Catherine has been a core part of LifeActive Bio for the past five years. From the beginning, I was impressed by her trustworthiness, creativity, discipline, and exceptional marketing expertise. She has brought strategic thinking and original ideas to our PR, marketing, campaign strategy, channel development, and client initiatives, with a unique ability to see challenges from multiple dimensions. Catherine is one of the most professional marketing visionaries I’ve encountered, and her creativity is beyond compare. Her passion for art is reflected in the originality she brings to everything she does. Catherine is an incredibly valued member of our team."
"Catherine built my website, then rebuilt it as my consulting thesis sharpened. Each time, she turned a moving target into a brand that showcases my work. She has a gift for taking an idea I only half articulate and giving it a clear, modern, confident form. What I did not expect was how much I would enjoy the process: she is generous with her talent, quick to champion my success as if it were her own, and somewhere along the way she went from collaborator to friend. Working with Catherine is one of the easiest and happiest yeses in my business."
"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."
"I consider myself very fortunate to work with Catherine Oaks over the past few months. Catherine is unique in her ability to develop effective marketing strategies and a roadmap to get you there. Catherine is extremely professional and yet very personable and easy to work with. She personally goes the extra mile to work through issues that may crop up and she does not quit until a solution is found and implemented."
"I needed a website that captured me: a wicked combination of high energy, fun, and function. Catherine nailed it! LizGoodgold.com is crystal clear in its messaging and target thanks to Sliice Marketing; she bit into this project whole-heartedly and delivered. When you're ready for your website makeover, call Catherine!"
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.
Ready to talk?
SliiceXR handles content for Financial Services and Fintech.