Content marketing is critical to any business’s success in 2023. However, it’s imperative for FinTech companies that are struggling to stand out in a crowded industry.
As a business owner or someone in a leadership role, you might think it’s enough to leave marketing to your marketing team. In reality, though, the more involved you are, the better off your company will be.
Below, you’ll learn more about how the content marketing world is changing, why business leaders should care about it, and how they can become bigger participants in their companies’ strategies.
What You Need to Know About Content Marketing in 2023
Seventy-eight percent of marketers say marketing has changed more in the past three years than in the past 50.
Before we discuss how business owners and leaders can contribute to their companies’ marketing efforts, let’s address those changes. Here are some essential content marketing statistics everyone should know:
- Short-form video (think Instagram Reels and TikTok videos) has the greatest ROI
- Influencer marketing has the second-highest ROI, and 93 percent of businesses have used it
- 82 percent of consumers want to know that brands’ values align with theirs
- 54 percent of Gen Zers use social media for at least four hours per day
- 88 percent of marketers use SEO, which has the fourth-highest ROI of all marketing tactics
Why Should Business Leaders Care About Content Marketing?
As a leader, you need to know this information. The more you know, the easier it is to make intelligent decisions for all of the company’s departments so they can serve your target audience better.
The following are some additional reasons for executives and other leaders to care about content marketing:
- Caring about and understanding content marketing helps you better support your marketing department
- Awareness of the business’s content marketing strategy helps you make more aligned decisions in other areas
- Contributing to content ensures your voice and values are shown in marketing materials
- Buy-in from you means buy-in from other key players (such as the sales and customer service departments)
How Can Business Leaders Contribute to Marketing Strategies?
Don’t leave the “marketing people” to handle the company’s content marketing strategy alone. If you get involved, you can ensure messaging stays on brand and trust that you’re targeting the specific people you want to reach.
How do you contribute without stepping on the head of marketing’s toes? Here are some practical steps you can start taking today:
If you’ve been disconnected from the marketing department lately, it’s not helpful to storm in and demand to know everything they’re doing and why.
Instead of this approach, schedule regular check-ins. That way, you can stay in the loop and be aware of their efforts and the reasons behind them without distracting team members during their everyday activities.
During check-ins, pay special attention to reports about how past campaigns have performed, what kinds of content the marketing team is working on, and their plans for the future.
Ask How You Can Help
Rather than throwing out orders without fully understanding the team’s content marketing strategy and why they do things a certain way, consider asking how you can help.
Ask what you can do to support their goals and help them meet companywide objectives. This approach shows that you genuinely want to understand more about content marketing and contribute in meaningful ways.
Discuss Goals and KPIs
Talk to the marketing team about their specific goals and KPIs during meetings.
This information will help you support marketers better. It also helps you make recommendations and give directions to other departments that don’t clash with the marketing team’s efforts.
Lend Your Voice
Look for ways to lend your voice to the company’s content marketing materials. For example, can you draft a blog post or sit down to record a short video for social media?
Remember that people want to know who’s behind the companies they support. If you appear in the marketing content, it’s easier for your audience to feel connected to the business — which, in turn, can encourage them to buy what you’re selling.
Encourage Others to Be Supportive
Your supporting the marketing team in their content creation endeavors is vital. However, it’s also essential to use your influence as a leader to get others on board.
Make sure other leaders and managers at the company know what the marketing department is working on and how they can be more supportive.
This message can also help to create more alignment between the marketing and sales teams, which need to work together to produce the best results for the business.
Recognition from leaders and executives means a lot to your employees, including marketers. It encourages them to continue doing what they’re doing and motivates others to work harder so they can get the same positive attention.
During meetings and check-ins, take some time to recognize those who have contributed to a successful campaign and praise them for their hard work. It’s even better if you can mention people by name and personally let them know how helpful they’ve been.
Learn from Experts
Make sure you stay up-to-date on the latest content marketing news and strategies. Consider partnering with a third-party agency to give your marketing department more support and help them with strategy, content creation, and more.
Start Keeping Up with the Content Revolution Today
As a business leader or manager, you must be aware of every aspect of your company — including its content marketing plan.
You can play a critical role in improving your business’s content and making its strategy more effective. You have to be involved to make those positive impacts, though.
Follow the guidelines discussed above to start improving your company’s approach to content marketing. Don’t hesitate to reach out to professionals to learn more or get help refining your current processes.
At FinTech Content, we specialize in content creation and strategy for businesses like yours. Contact us today to learn more or set up a consultation.