Turn Your Financial Content Into Customers

• Writers are usually great at one key thing: writing. But we do more than writing: we’re also a content marketing agency. That means we’re also focused on helping get business results with your writing. When you work with us, you also get a strategy, the right tracking and reporting set up, and support in achieving your business goals.

• Freelance writers are a one person band. But content writing is really a collaboration effort: you need someone who can also direct and edit the writer. When you work with us, you won’t have to spend hours rewriting and re-editing. We’re a team, which means we already have processes in place for every step of creating content: strategy, interviews, writing, editing, publishing and reporting.

However, a freelance writer might make more sense to hire if…

• You want to control the strategy and decide on the content topics, and just want someone to do the writing.

• You don’t need too much work done and want something low touch.

• You have a lower budget and are happy to do a lot of the editing.

• A generalist content marketing agency may have no experience in fintech and financial services. Whereas almost 100% of our clients are in financial services. We understand the space inside out. We know that writing about payments requires talking to a sales and product person. We know what words compliance doesn’t like us to use. We’ve seen which topics tend to resonate with an audience in financial services. Working with us means you won’t have to spend as much time explaining financial services topics, rewriting and re-editing, and can hit the ground running with your content.

• A generalist content marketing agency may struggle with more advanced financial topics because they’re unfamiliar with the industry. But because we specialise in this industry, we have experience writing about more technical topics like APIs, payment processing and card issuing. By working with us, you can create content that will actually resonate with a more advanced B2B buyer (and hence will bring in better results).

However, it might make more sense to hire a generalist content marketing agency if…

• Your company is not in the financial services / fintech space.

• They understand the sector you’re in deeply and well (e.g. they may have previously worked with a competitor of yours).

• Many PR and SEO agencies will offer content marketing as an additional service. However, we find this rarely works well simply because PR and technical SEO require different skills than content marketing. To do content marketing well, you need a process to find and train great writers, know how to put together a content strategy, know which metrics to report on and how to write advanced, technical content. We know how to do that as we specialise in content. Other types of agencies rarely do.

• A lot of agencies (but not all), will say they do content, when really they are simply outsourcing the content to a freelance writer. This means that you get the same problems as hiring a freelance writer: you won’t get an in-depth content strategy, the writer will unlikely be able to write about your product in detail, and since the agency specialises in PR or SEO, it’s unlikely they can write advanced, technical content as well. We’re more than an outsourced writing company: we actually focus on helping you get business results with your content.

However, a generalist agency that also does content might make more sense to hire if…

• You’re comfortable with surface level, thought leadership content for the time being.

• They have a content person on their team that you know is excellent and will do a good job with content.

• Hiring someone in-house can be a great option, but it’s expensive. You have to pay for their salary, probably an additional freelance writer, content marketing and SEO tools and training. Plus, it’ll take a while to get them up and running. We do all that but we can hit the ground running and do it for a fixed monthly fee.

• Hiring someone in-house successfully all depends on the talent you get. If you get someone who’s great, that’s awesome. But if you’re hoping to get leads with content and you hire someone who doesn’t know how to do that, it could take a long time to get results. There are also very few content marketers with experience in financial services, which means you’ll have to account for time training them to learn about your product/topic. When you work with us, you hit the ground running, plus we have our processes and team in place to get results as soon as possible with content.

However, it might make more sense to hire someone in-house if:

• You have a $100k+ annual budget to hire them (and probably more for the writer and martech tools).

• You already know someone who is fantastic and would be a good fit.