Crafting Engaging Fintech Content: Strategies for Simplifying Complex Concepts

Jonatan Parski CEO

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Crafting Engaging Fintech Content Strategies for Simplifying Complex Concepts

In the dynamic landscape of fintech, innovation and complexity often go hand in hand. This is why the ability to craft engaging fintech content is more crucial than ever. As financial technologies continue to revolutionize the way we manage, invest, and transact, the challenge lies in simplifying these intricate concepts for a diverse audience with varying levels of financial literacy. Think about it like this, how would you explain blockchain to a novice? What about NFTs? Content marketers in the fintech industry don’t just have to promote their brand, they also have to educate and make the information easier to understand. 

In this article, we explore the art of simplification when creating fintech content. We delve into the different strategies that can be used to demystify complex concepts and captivate audiences. From decoding the power of storytelling in fintech content, to decoding the industry jargon, discover how to make fintech content informative and engaging for any audience.

Fintech is all around us, and evolving very quickly.
Fintech is all around us, and evolving very quickly. Source.

The Importance of Effective Storytelling in Fintech

The realm of fintech can be daunting. In a space where numbers, mathematical equations, and algorithms dominate the conversation, storytelling emerges as a powerful tool to connect with audiences on a deeper level. Going beyond mere data points and technical specifications, effective storytelling injects humanity into fintech content. Effective storytelling has the ability to simplify complex concepts and make them more relatable and memorable.

Creating compelling narratives allow fintech companies to humanize their products and services. They can showcase how various fintech solutions are able to solve everyday problems. These narratives can also be used to empower individuals to achieve their financial goals or build emotional connections with their audience.

Fintech is filled with complex jargon that can be intimidating for the average consumer. Terms like blockchain technology or algorithmic trading are just some of the complex concepts involved in the industry. However, through effective storytelling, these concepts can be simplified and conceptualized in ways that resonate with different audiences. By simplifying the technical jargon and illustrating real-world applications, storytelling makes these concepts more accessible and understandable.

Stories also have the power to build trust and credibility by providing authenticity and transparency. This is essential in any industry that has a certain amount of risk involved. Online security, data breaches, and trading volatility are just a few of the risks involved in fintech. By sharing success stories, case studies, and testimonials, fintech companies can demonstrate the tangible benefits of their products or services. 

Storytelling can also be used to educate the audience on potential risks and the best ways to protect themselves. By highlighting the benefits as well as potential pitfalls in a transparent and helpful manner, companies can build trust with their audiences.

While educating is an important part of fintech content due to the complexity of the industry, the end goal is still to inspire action and drive adoption. Whether the individual goal is to encourage users to sign up for a new financial app, or embrace a new payment technology, storytelling can motivate audiences to take the desired actions. By framing fintech solutions within the context of a compelling narrative, companies can influence behavior and drive positive outcomes.

Why Is Creating Fintech Content a Challenge?

The fintech industry is an exciting one to be involved in. It’s filled with numerous opportunities for innovation. However, creating compelling content within this niche comes with its own set of unique challenges. From navigating complex regulations to communicating technical concepts, fintech content marketers face a number of hurdles to overcome when creating content.

First, and foremost, fintech content creators need to deal with the complexity of financial topics. The industry revolves around financial concepts, technologies, and processes that can be difficult for the average consumer to understand. Explaining concepts like robo-advisors in a clear and concise manner, requires a deep understanding of both the subject matter and the target audience’s level of financial literacy.

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The fintech industry is also regulated with a number of stringent compliance requirements. These requirements are imposed by various regulatory bodies such as the Securities and Exchange Commission (SEC), Financial Conduct Authority (FCA), and the Consumer Financial Protection Bureau (CFPB), among others. Content creators need to be mindful of these regulations to ensure that their content remains compliant and avoids any legal risks.

Aside from these two hurdles to navigate while creating fintech content, marketers also need to be aware of data security and privacy concerns. They also need to keep pace with new emerging technologies while balancing innovation with accessibility. Considering these hurdles along with the target audience, it’s vital that fintech companies understand how to simplify complex concepts to make them more engaging.

Strategies To Simplify Complex Concepts

Simplifying complex concepts within the fintech industry requires a strong strategy along with a good understanding of your target audience. Only by understanding your target audience can you start to craft a strategy to simplify your content in order to communicate with them effectively. Once you know who you need to make content for, you can start implementing some strategies to create compelling fintech content that clearly conveys your message to your audience.

There are a number of growing concerns around fintech, such as security.
There are a number of growing concerns around fintech, such as security. Source.

Establish an Editorial Line and Thought Leader Voice

Having an established editorial line is essential for building trust with your audience. Your editorial line determines how your brand communicates across different platforms. It ensures that the various forms of content are all consistent with your brand, vision, and mission.

A brand that continually changes their editorial line demonstrates uncertainty within themselves. This comes off to the audience as inexperienced and might even look untrustworthy. To avoid this, it’s essential that you conduct thorough research to find out what your audience already values and trusts. This will give you better insight into crafting an editorial line that resonates with that while still communicating your brand message.

Similarly, your thought leader voice should also remain consistent across all your different forms of content. A good thought leadership voice should be distinct and should reflect the personality, values, and vision of your brand. Having a well-established thought leadership voice will enable brands to build trust, credibility, and influence with their audience.

Utilize an Intriguing Setup

One of the best ways to make complex concepts easier to understand is by starting with an intriguing setup. When crafting your content, start by engaging the audience by posing an intriguing question or narrative. Our brains are uniquely wired that once posed with a question, we’ll immediately start looking for answers, sometimes even unconsciously.

This activates areas within the brain that are associated with mentalizing, predictive inference, and cognitive control. By piquing the audience’s interests and getting them searching for answers, content marketers are paving the way for them to be open to more complex information.

Divide and Conquer Complex Topics

How do you eat an elephant? Piece by piece. The same goes when you’re simplifying complex topics. By breaking down the complex topic into smaller individual pieces you can make it less complex. When taking a piece-by-piece approach to complex fintech content you can help your audience feel less overwhelmed by the new information.

An example of this is taking a wide array of financial products and dividing them between two categories. The first could be geared towards loaners. This can include content related to bonds, mezzanine debt, and asset-backed securities. Retrospectively, the second category could be geared towards owners. This includes content related to real estate, private equity, and stocks.

By breaking up these categories, you can guarantee that your audience for each of these has at least a basic level of understanding within this area. This helps to anchor your content as you start exploring more complex topics.

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Draw Comparisons Between the Familiar and Unfamiliar

Drawing comparisons between the familiar and unfamiliar is something we do every day without even realizing. As such, it would make sense to incorporate this strategy when it comes to simplifying complex concepts. 

Research has already shown that when you draw comparisons between a new concept and one you already have experience with, the new experience is coded with the same trust from your past experience. Not only that, but drawing comparisons from someone’s real-world experience makes the new content more memorable and easier to conceptualize.

Comparing two things is more commonly known as a metaphor. And while this term is largely associated with poetry, it can be a powerful tool in any type of content, especially when simplifying complex concepts. 

For example, when scientists discovered that trees in a forest are all connected through mycorrhizal networks from the fungi growing between the roots, this was a complex process to explain. When sharing this information with individuals outside the scientific community some of the scientists compared the phenomenon to the internet and termed it the ‘Wood Wide Web’. Since most of us have experience using the internet to get various forms of information, this comparison demonstrated how the trees are interconnected in a similar way, sharing information.

Fintech content is notorious for having complex concepts that are brand new, due to the constantly evolving technology. The easiest way to make this information accessible is to compare it to real-world situations that most people are already familiar with. Saying that smart contracts are like vending machines because you remove the middleman is an example of this. Similarly, you can describe blockchain as a Google Doc in that when you create and share a Doc, the document is distributed and not copied or transferred.

Don’t Underestimate a Solid Structure

A good structure is essential when trying to convey complex information. Having a proven structure on hand will make it easier for fintech content marketers to focus on simplifying the complex concepts rather than an outline. When it comes to fintech content, one structure stands out and it’s known as AIA:

  • Acknowledge: Recognize your audience’s experience up to this point.
  • Inspire: Demonstrate a way forward that improves their situation.
  • Aspire: Help to show them a new outcome.

The reason why this strategy for a solid structure is so beneficial is because it guides the audience’s imagination. Imagination is a powerful, and very underutilized, tool. However, many professionals don’t often use this skill, especially when it comes to complex concepts. By first acknowledging your audience’s experience you engage them and they are able to follow you along the imagined journey. 

Incorporate Various Content Formats

Finally, when it comes to simplifying complex concepts, don’t shy away from using different formats, or incorporating multiple formats. A short video can be a great way to demonstrate how blockchain works in a visual way. Similarly, infographics are a great way to highlight the benefits and risks of investing in fintech in a simple and visual way.

Research your audience to discover what types of content resonates with them the most. Then set up a strategy to use these formats in appropriate ways to help make complex information easier to digest. It’s a good idea to remember that certain formats work better for specific types of information. In some cases, you might need to create multiple formats on the same topic to appeal to more people.

Final Thoughts

The landscape of fintech is constantly changing and evolving. As such, creating engaging content that demystifies and simplifies complex concepts is both a challenge, and an opportunity. By understanding the intricacies of the industry, embracing storytelling techniques, and leveraging multimedia platforms, fintech companies can effectively communicate their message, build trust, and drive adoption of innovative solutions. 
If you’re in need of a content creation agency that understands the industry and how to simplify and create engaging fintech content, reach out to us. At Captain Words, we have writers that specialize in the complex world of fintech, with skills to produce content that’s engaging and informative without being overwhelming.

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Leri Koen

After spending several years in the fields of Education, Child Development, and Hospitality, Leri decided to embrace her passion for content. Today, she is helping businesses grow digitally through her skills as a content specialist.

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