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Scripbox is India’s leading digital wealth management service and is known for creating simple and elegant user experiences in a complex field.

Scripbox uses proprietary algorithms to provide a holistic view of investments and personalized recommendations for better results.

Manu Prasad has been leading the company’s marketing team for some time and has experience working for Brands like Myntra, Urban Ladder and others.

Regarding the role of content that has evolved over the years, he says that in the early 2000s, the content was actually the product. Blogs, newsletters, audio content – everything was new. Today everyone does everything in terms of content.

“I’ve seen content play many roles, from demand generation to lead conversion to engagement. Today, the content can be created in seconds by anyone with a smartphone and the Internet. Therefore, everyone does storytelling and runs advertising campaigns. Now both content creation and consumption are easy; there is also freedom of choice. For example, you can watch a recipe and a yoga video and a TV show at the same time, ”says Manu.

Scriptbox content game

Regarding Scripbox, Manu says the content here reformed him.

“Most people want to be easy with their finances. The whole discussion now revolves around a transaction. It’s a relationship now. We want to create content that arouses curiosity and no doubts or fears. We don’t act negatively or discourage customers from investing, ”he says.

Investments are not spontaneous purchase products, so educational content is necessary to facilitate the decision-making process. Scripbox’s blog has over 1000 articles and similar hub content on YouTube, mostly about overcoming industry bias. The idea is to convince the customer through benefits.

This is where the real work starts after you’ve got a customer, explains Manu as he talks about staying a customer. Therefore, Scripbox has a blog called “News That Matter”, that provides the customer with context-relevant content.

How content fits into the entire marketing machinery

What works with Scripbox is to look at content from the perspective of the customer journey, i.e. which content works at what time and in which format, whether visually, acoustically, in writing, etc.

“Instead of hiring an army of writers for SEO, we work with freelancers and concentrate on creating content that is useful for the customer,” explains Manu, explaining the structure of his team.

“The old way of producing e-commerce or SEO content is over. Google also believes in ranking content that is useful, ”he adds.

Content at Scripbox is also created using the channel-first approach, as Manu believes that the channel defines usage and usage defines the type of content you should be producing.

Challenges in the Fintech Sector Content

According to Manu, the biggest challenges facing content marketing today are:

1. Mental availability of the customer: With customers having an infinite amount of content to choose from, the main task is to clear the clutter and make content stand out.

This is more difficult in the fintech area. Investments are also difficult to sell, and you have many options in that area too. Reducing the attention span is also a challenge.

2. Decreasing durability of the platforms themselves: First, an organic audience was built. Now everything can be paid for, and so the benefit per se diminishes. In the past few years, TikTok has emerged, and now it’s gone. The complexity of it all affects the content strategy. If you are in marketing today, you need to read the platforms carefully in order to develop better strategies and that is a huge challenge.

Manu says that while there are challenges, there are also multiple storytelling opportunities.

“Content, format and options are getting better. This kind of availability is great and it also increases engagement and connectivity and mixes the community with the brand, ”he explains.

On the tech side, things have changed with the advent of games, artificial intelligence, etc. “Social media will soon become legacy media and people will switch to more trendy options like Discord, Clubhouse and so on. The technology explosion opens up a lot of opportunities for content creators and marketers, ”he adds.

Measure success when it comes to content

Manu recalls his favorite finance campaign. “It’s called FUQ or Frequently Unasked Questions. It’s a YouTube playlist for the open questions about investing. It’s about asking the right questions. The whole intent of Scripbox is to help people make better decisions when it comes to managing their wealth. The right questions not only keep your investment safe, they also help you achieve your financial goals, ”says Manu.

Fintech content for younger audiences and during the pandemic

People are more conscious and mature now and want to start investing early. Their investments are also greater.

“At Scripbox, our target group is in their mid-30s, because that’s when you realize that life doesn’t just go on. The younger generation is impulsive and long-term visions may be lacking. In my mid-30s things are put into perspective, ”explains Manu about creating content for a younger audience.

Future of digital marketing in fintech

Nowadays, a lot of people are spending on digital money. There is a lot of scope for even increasing digital marketing in terms of volume, says Manu, explaining that fintech has seen a great deal of digital transformation in personal finance over the past year. From using Google Pay for transactions to the options available for online transactions.

The customers are therefore at different levels of maturity. First of all, they want a smooth transaction in how you can buy financial products the same way you buy something online.

As you mature, you will need decision-making help to understand if this product is right for you and therefore communication needs to be personalized.

Next up is replicating the relationship people previously had with their bank account manager. We need to think about what it takes to have this relationship online.

Money is a taboo subject and there is an opportunity to democratize it and content can do so. As we did with mental health, financial health is a good entry point for content. So content marketing has a very bright future.

Among the formats we first had social networks and now we have artificial intelligence based interest networks in which there is a lot of interactive content.

If you watch podcasts and discord, they are enforcing their strategy. Now we’re creating content on social media that will earn us approval and applause. First we make the tool; then the tool shapes us.

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