The new year is the perfect time to revamp your marketing funnel — or put together a new, more effective one if you’re not satisfied with your current process.

Not sure where to start when it comes to creating an effective marketing funnel for your fintech business? This guide can help.

Discover everything you need to know about using content to build a better funnel in 2024 below.

Marketing Funnel Basics

Knowledge of a standard content marketing funnel is critical to your fintech company’s success. Put simply, the marketing funnel consists of three levels:

• Top of the funnel (awareness stage): Top of the funnel content is typically educational, valuable, and easily accessible.
• Middle of the funnel (consideration stage): Middle of the funnel content is more detailed and available to those who provide their contact information (such as an email address).
• Bottom of the funnel (decision-making stage): Bottom of the funnel content is the most detailed and specific. It encourages people to pull the trigger and buy what you’re selling.

It’s important to tailor your content to each level of the funnel. That way, you can reach your audience where they are (i.e., just learning about your product or service, considering investing in it, or ready to purchase it).

How to Create a Better Marketing Funnel with Content

Now that you have a better understanding of the different content marketing funnel levels, let’s get into the specific strategies you can use to create an effective funnel. Here are five steps you can start taking today:

1. Get to Know Your Audience

The more you know about your audience — and particularly how your audience varies at different levels of the marketing funnel — the easier it is to tailor your content to them.

It helps to know your audience’s general motivations. For example, people engaging with top-of-the-funnel content are usually just beginning to learn and look for a solution to a problem. In contrast, those engaging with middle-of-the-funnel content are weighing their options more deliberately.

Don’t stop there, though. Do more digging to learn about who is moving through the different levels of your funnel. What kind of people engage with your blog posts, and how do they compare to those who download your free eBook or case study?

2. Set Specific Goals

In addition to learning more about your audience at each level of the funnel, it also helps to set specific goals for those distinct levels.

For example, at the first level (top of the funnel), your goal might be to generate more website traffic. Conversely, at the second level (middle of the funnel), you might want to increase eBook downloads and drive more engagement, and at the third level (bottom of the funnel), you’ll likely want to increase conversions.

Keep these goals in mind when creating content for each level. Ask yourself if the content is helpful to the person at that particular level and if it is likely to encourage them to move to the next level.

3. Choose the Right Content Types

The type of content you publish should be different for each level of the funnel, too.

When it comes to top-of-the-funnel content, blog posts and articles are popular. Product reviews and eBooks are more common middle-of-the-funnel options, and free trials or discount codes are typically found at the bottom of the funnel.

4. Make Time for Content Creation

If you want to create an effective marketing funnel with content in 2024, you need to make time for content creation. Allow time in your schedule to develop different types of content for different levels of the funnel. Set aside time for audience research and website data review, too, so you can figure out what’s working and what needs improvement.

5. Collaborate with Content Marketing Experts

Don’t have time for content creation, research, analytics reviews, and all the other steps that go into creating a better funnel? If so, it’s time to collaborate with content marketing experts.

Look for professionals who have experience helping fintech companies like yours with your content marketing struggles. They can use their prior knowledge, along with their access to the latest content marketing tools and technologies, to help you make more informed decisions and produce content that aligns with your audience’s needs (at each level of the funnel).

Get More Fintech Content Marketing Guidance Today

Are you ready to wow your customers or clients with incredible fintech content in 2024?

One of the best ways to level up your content and create an effective marketing funnel is to partner with content marketing experts who can guide you through each level.

That’s where our team at Fintech Content Marketing Comes in. We specialise in helping fintech companies like yours enhance their online presence, connect with their target audiences, and see superior results.

Contact us today to learn more about our services.