Hey, it’s Brooks. Welcome to Mondays with Money Marketers, where Wall Street meets Madison Avenue.

As a quick reminder: We’re an email marketing agency for financial service firms. We use email to drive leads, increase conversion rates, reduce churn, and boost your bottom line.

We taught ourselves how to do everything above by growing our own newsletter, The Street Sheet, from 5,000 subscribers to 160,000 subscribers (and counting).

We then took what we learned and started helping companies like J.P. Morgan, SoFi, Empower, Benzinga, and more with their email and content marketing.

Every Monday, we share tips and tricks we’ve learned that you can implement yourself.

Before we dive in, here's a link to my calendar if you'd like to discuss how we can help you generate more business.

In today’s edition:

• How to Build a Fintech Content Marketing Strategy (Step-by-Step Guide)

• Why creator-led content marketing is the new standard

• Younger Americans Focused On Affordability, Seeking Out Financial Advisors

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LINKS WORTH A LOOK

🗣️ Marketing News & Insights

• Gmail’s Email 'Upgrades' Are Actually a Step Backward (CMSWire)

• Why creator-led content marketing is the new standard in search (Search Engine Land)

• 6 Key Criteria For A Good Marketing Strategy (Financial Advisor)

💼 Industry News & Insights

• Finom, a challenger bank aimed at SMBs, lands $105M in growth funding from General Catalyst (TechCrunch)

• Goldman Sachs: RIA M&A market defies corporate slowdown (Investment News)

• How Financial Advisors Can Leverage The Effectiveness Of Niche Marketing Without Having One (Kitches)

🤔 Honorable Mentions

• Younger Americans Focused On Affordability, Seeking Out Financial Advisors For Support: Survey (ReThinking65)

• Marketing Tips For Advisors Starting Their Own Firm (Advisor Perspectives)

• 20 Tips For Those Who Don't Like Giving Feedback (Asana)

DEEP DIVE

How to Build a Fintech Content Marketing Strategy

Before we dive in, this is geared toward fintechs—but RIAs, banks, and financial service firms can all benefit.

Raising capital is hard. Building product is harder. But when it comes to distribution? That’s where most fintech startups hit a wall.

You’ve got a great tool. Maybe even early traction. But now you’re facing the question every post-seed founder eventually asks:

"How do we get more people to find us, trust us, and convert?"

That’s where content marketing comes in. Not blog-for-blog’s-sake marketing—but strategic, scalable, ROI-positive content that builds trust, shortens sales cycles, and positions your brand as an authority.

Here’s how to build that kind of fintech content marketing strategy—from the ground up.

1. Know Your Customer (No, Really Know Them)

Content that converts starts with deep customer clarity.

You may think your ICP is “mid-market CFOs” or “millennial investors,” but you need to get more specific. What’s their day actually like? What KPIs do they care about? What financial fears keep them up at night?

Use surveys, interviews, support tickets, and sales calls to answer:

• What do they already know about your product?

• What are they still confused about?

• What triggers their buying behavior?

• Where do they hang out online?

Once you have answers, you’ll know what kind of content to make—and where to promote it.

2. Clarify the Goal of Your Content

Not all content serves the same purpose. Early-stage fintechs waste time creating content without knowing what it’s for.

There are three common goals:

• Trust-Building: Founder-led thought leadership, blog posts, interviews, or newsletters that humanize your brand.

• Education/Nurture: Explain your space, product, or approach. Great for sales enablement and inbound nurturing.

• Conversion/Acquisition: Landing pages, comparison posts, case studies, lead magnets—designed to drive demos, sign-ups, or downloads.

The best content strategies have a mix. Just make sure each piece is tied to a clear outcome.

3. Start With the Channels You Can Own

There’s a temptation to be everywhere—LinkedIn, TikTok, YouTube, SEO, Twitter (or X?), and whatever platform pops up next.

But most early-stage fintechs don’t have the time or team to execute that. So start simple:

• Pick 1–2 core channels (ex: LinkedIn and blog)

• Pick 1–2 core formats (ex: short-form posts and long-form explainers)

• Be brutally consistent for 90 days

You’ll build muscle and signal quality faster than trying to go wide and mediocre.

4. Build a Foundational Content Engine

Think of content like an operating system—not one-off tasks.

Here’s a light version of what we build for clients at Money Marketers:

• Monthly Theme: Focus your messaging around one big idea per month (ex: “Why banks keep saying no to small businesses”)

• Hero Content: 1 core asset per week (ex: blog post, LinkedIn post, or newsletter)

• Repurpose Plan: Turn that hero content into social posts, email copy, paid ad creatives, and sales scripts

• Lead Magnet: Create a gated piece (checklist, whitepaper, video) to capture emails

• Distribution Map: Decide how and where you’ll push each piece—owned, earned, and paid

When this engine runs, your content starts working harder for you—without creating bottlenecks.

5. Blend Expert Authority With Plain English

Your audience is smart. But that doesn’t mean they want to read whitepapers that sound like ChatGPT pretending to be a CFA.

Great fintech content blends:

• Technical understanding (yes, know your stuff)

• Narrative clarity (what’s the story?)

• Relatable tone (don’t be afraid to be human)

For example: If you’re a B2B payments company targeting CFOs, avoid jargon like “streamlined B2B reconciliation infrastructure” and say something like:
"Most finance teams are stuck chasing invoices and copy-pasting into Excel. Here’s how to fix that."

Write like you talk. Just make it sharp.

6. Use Content to Close, Not Just Attract

Good content isn’t just top-of-funnel. The best fintechs use it to move people through the funnel.

Here’s how:

• Create FAQ-style blog posts you can link in sales calls

• Send use-case posts based on a prospect’s industry

• Build a drip sequence that delivers trust before your first demo

And don’t forget about existing customers—retention content (like onboarding guides, ROI stories, or market explainers) builds loyalty and drives referrals.

7. When to DIY vs. Bring in a Partner

If you’re a solo founder or tiny team, you can start with DIY content. Especially if you enjoy writing or already post online.

But once you need a system, a calendar, or just want results without the grind—that’s when a partner makes sense.

At Money Marketers, we help fintech firms turn content into customers. We’ve done it for bootstrapped startups, VC-backed platforms, and financial institutions alike.

ICYMI: Here is a case study for SoFi, and here’s another one for Augment Markets.

Whether you need ghostwritten blogs, sales-ready case studies, or a full content engine—we’ve got you.

Final Word

Fintech is competitive. You’re not just selling a product—you’re selling trust. And content is your best vehicle to earn it.

Build a strategy. Stick to it. Track what works. And when you’re ready to scale—let’s talk.

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