Press release

New Study: Content Marketing in Fintech is Ubiquitous, but Success Demands Authenticity

Sponsored by Businesswire

BackBay Communications, a leading financial services public relations
and integrated content marketing firm, today announced the publication
of a new study assessing the adoption and quality of content marketing
and social media strategies among the top 100 global fintech firms. The
study reveals that 96% of the largest and most promising fintech
companies produce thought leadership regularly, with 66% of those doing
so on a monthly or weekly basis. What’s more, nearly half (46%) of the
companies analyzed work across three to four different mediums or
content types.

Given how prolific fintech firms are in creating and distributing
content, it raises the question of how to rise above the noise. The
study examines numerous case studies to highlight effective content
marketing strategies as well as efforts that fall flat.

“In the past, we’ve produced similar studies for asset managers and
private equity firms to help them benchmark their efforts in this area,”
said Ken MacFadyen, Head of Content Development at BackBay
Communications. “The ubiquity of content marketing in fintech, however,
shifts the focus to quality. The case studies demonstrate the impact of
content when it’s done right, but also provide key learnings for those
looking to initiate a content program or augment what they’re already

Highlights from the study include:

  • Nearly all (99%) of the fintechs analyzed have an active social media
    presence, with LinkedIn being the most widely adopted (98%), followed
    by Twitter (90%) and Instagram (64%)
  • Fintech companies predominantly gravitate to either insights and
    commentary (88%) and videos (86%) as their preferred mediums, while
    nearly half (45%) have produced podcasts or webinars over the past 12
  • Three unique challenges for fintechs’ content marketing strategies are
    translating the tech jargon for their audiences, avoiding overtly
    promotional content, and leveraging the content across an integrated
    communications program.

“The fintech landscape has never been more competitive, which has made
differentiation a moving target,” said Tylor Tourville, Director,
BackBay Communications. “Quality content has therefore become a
cornerstone of building an effective public relations program, and this
is supported by the research. Whether it’s interviewing, researching and
writing articles for our clients, holding a webinar or partnering with a
university or association to create and disseminate original research,
content has moved from a ‘nice to have’ to a ‘must have’ for fintechs
looking to build their brands and drive new business.”

To conduct the study, BackBay Communications
used KPMG’s dual rankings of the 50 largest and 50 most promising
fintech companies globally. Through analyzing what is publicly available
on the companies’ websites and through social media, the study
quantified the proportion of companies producing thought leadership, the
types of content being created across various channels, and the
frequency at which firms are publishing new content. The analysis also
tracked social media adoption to identify best practices across the
broader fintech industry.

About BackBay Communications
BackBay Communications is a
public relations and integrated content marketing firm focused on the
financial services sector including financial technology companies,
private equity and venture capital, wealth management, family offices,
and impact investing. BackBay takes a brand-centric approach to
developing messaging and building integrated communications programs.
BackBay’s services include public relations, thought leadership content
creation, branding, digital marketing, marketing strategy, videos,
podcasts, advertising, social media and design. BackBay is highly
regarded for thought leadership initiatives and relationships with the
major business media. For more information, please visit