How Scripbox shapes its content marketing strategy in the fintech space

Scripbox is India’s main digital wealth administration service and is recognised for creating easy and stylish person experiences in a fancy area. Scripbox makes use of proprietary algorithms to ship a holistic view of investments and personalised suggestions for higher outcomes. Manu Prasad has been main this firm’s marketing staff for some time now and has expertise working for manufacturers like Myntra, Urban Ladder, and others. Talking about the function of content evolving over the years, he says in the early 2000s, the content was truly the product. Blogs, newsletters, audio content — the whole lot was a novelty. Today, all people is doing the whole lot content-wise. “I’ve seen content play many roles from demand era to guide conversion, to engagement. Today, the content will be made in seconds by anyone who has a smartphone and web. Therefore, everyone seems to be doing storytelling and operating promoting campaigns. Now, each the creation and consumption of content are straightforward; there’s additionally freedom of alternative. For instance, you’ll be able to watch a recipe and yoga video and a TV present concurrently,” says Manu.Scripbox’s content sportTalking about Scripbox, Manu says the content right here has reformed him. “Most folks need ease with their funds. The total dialogue is round a transaction now. It is now a relationship. We need to create content that sparks curiosity and never doubts or fears. We don’t take a detrimental method and scare clients into an funding,” he says.Investments should not impulse-purchase merchandise, and thus, instructional content is important to facilitate the decision-making course of. Scripbox’s weblog has over 1000 articles and comparable hub content on YouTube, principally about overcoming trade bias. The concept is to persuade the buyer by displaying utility. In this area, the actual work begins after you’ve got a buyer, explains Manu as he talks about guaranteeing {that a} buyer stays. For this, Scripbox has a weblog known as ‘News That Matter’, which supplies the buyer contextually related content. How content suits into the general marketing machineryWhat works at Scripbox is to have a look at content from the buyer journey perspective, that’s, what content works at what time and in what format, whether or not it’s visible, audio, written, and so on. “Rather than hiring a military of writers for website positioning, we work with freelancers and focus on creating content that’s helpful for the buyer,” says Manu, explaining his staff’s construction. “The previous means of churning out ecommerce or website positioning content is gone. Google, too, believes in rating content that’s helpful,” he provides. Content at Scripbox can be created with the channel-first method since Manu believes that channel defines utilization, and utilization defines the type of content you must produce.  Challenges in the fintech space contentAccording to Manu, the greatest challenges of content marketing in the present day are: 1.   Mental availability of the buyer: Since clients have an infinite quantity of content to select from, the most important job is to chop via the litter and make content stand out. This is tougher in the fintech space. Investing can be difficult to promote, and so they have lots of choices in that area too. Decreasing consideration span can be a problem. 2.   Decreasing shelf lifetime of the platforms themselves: Initially, an natural viewers was constructed. Now the whole lot will be paid, and so the utility decreases in itself. In the final couple of years, TikTookay emerged, and now it has vanished. The complexity of all of it impacts the content strategy. Today, in case you’re in marketing, you could learn the platforms fastidiously to strategise higher, and that’s a serious problem. Manu says whereas there are challenges, there are additionally a number of alternatives in the type of storytelling. “The content, format, and choices are getting higher. This kind of availability is nice and in addition will increase engagement and connectivity and mixes the group with the model,” he explains. On the expertise aspect, issues have modified with the onset of gaming, synthetic intelligence, and so on. “Social media will quickly grow to be legacy media, and folks will transfer to extra occurring choices like Discord, Clubhouse, and so on. The expertise explosion opens up many alternatives for content creators and entrepreneurs,” he provides.  Measuring success in terms of contentManu reminisces about his favorite marketing campaign he did in the finance space. “It’s known as FUQ or Frequently Unasked Questions. It includes a playlist on YouTube on the unasked questions relating to investments. It is about asking the proper questions. The complete intention of Scripbox is to assist folks make higher selections in terms of their wealth administration. The proper questions won’t solely guarantee the security of your funding but additionally enable you to obtain your monetary targets,” says Manu. Fintech content for a youthful viewers and through the pandemicPeople are extra aware and mature now and need to begin investing early. Their investments, too, are bigger. “At Scripbox, our target market is in the mid-30s as a result of that’s once you realise that life is not only going to go on. The youthful era is impulsive and long-term imaginative and prescient may be lacking. In-mid 30s, issues fall into perspective,” explains Manu, speaking about creating content for a youthful viewers. Future of digital marketing in fintech Today, lots of people spend on digital. There is lots of headroom to develop even volume-wise digital marketing, feels Manu as he explains that in the fintech space, a excessive stage of digital transformation has occurred in private finance in the final yr. Right from utilizing Google Pay for transactions to the choices out there for transacting on-line. Customers, due to this fact, are at totally different levels of maturity. To start with, they need a frictionless transaction like can you purchase monetary merchandise the means you purchase one thing on-line.As maturity will increase, you need some assist in decision-making to know if this product is best for you, and due to this fact, communication must be personalised. Next comes replicating the relationship that individuals have had earlier than with their financial institution’s relationship supervisor. We want to consider what it takes to have that relationship on-line. Money is a taboo topic, and there is a chance to democratise it and content can do it. Like we did with psychological well being, monetary well being is an effective content entry level. Thus, content marketing has a really brilliant future. Among codecs, we first had social networks, and now now we have synthetic intelligence-powered curiosity networks, the place there’s lots of interactive content. If you have a look at podcasts and Discord, they’re implementing their strategy. Now, we’re creating content on social media that can get us validation and applause. First, we make the instrument; then, the instrument shapes us.YourStory’s flagship startup-tech and management convention will return nearly for its thirteenth version on October 25-30, 2021. Sign up for updates on TechSparks or to precise your curiosity in partnerships and speaker alternatives right here. For extra on TechSparks 2021, click on right here.Applications at the moment are open for Tech30 2021, an inventory of 30 most promising tech startups from India. Apply or nominate an early-stage startup to grow to be a Tech30 2021 startup right here.

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