This article is the second in a series that will deep-dive into the world of true storytelling for complex industries—specifically, fintech. This week, we look at Storytelling vs. Content Marketing. This article is authored by and based on the experience of our CEO & Chief Storytelling Officer, Ashley Poynter. You can view part 1 here….
This article is the first in a series that will explore how to tell great fintech stories. It is authored by and based on the experience of our CEO & Chief Storytelling Officer, Ashley Poynter. What is Storytelling? Storytelling is a popular buzzword. It’s become so popular that I’ve heard the term interchangeably with marketing…
B2B has traditionally relied on very specific types of content to engage buyers: case studies, white papers, and blog posts. While these can all be highly effective ways to generate leads and achieve other business objectives, they are not the only forms of content. B2B organizations should consider dedicating resources to creating interactive content that…
B2C marketing always takes the credit for being emotionally evocative, creative, and envelope-pushing. B2B marketing, on the other hand, has tended to lean in favor of a more rational approach to marketing. With a more stern, business-like attitude, B2B marketers attempt to appeal to buyers based on business value. Several years ago, Google teamed up…
What is Fintech Thought Leadership? Fintech thought leadership taps into a company’s domain expertise to create content that adds value by presenting helpful information and/or solutions about and for pain points and problems their target audience has. Thought leadership can take the form of a video, white paper, ebook, article, Q&A, event, webinar, case study,…
In looking ahead to payments trends in 2019, a few things are clear: payments technology is advancing exponentially, payments infrastructure is shifting, and there is increased collaboration between incumbents and fintechs. Given these knowns, its likely that some payments trends will include product commoditization as well as the convergence of services. Payments companies then need…
We’ve spent a lot of time discussing different fintech marketing and content marketing strategies on this blog, but I want to deep dive into payments. We’ve worked with a number of payments companies for the past several years and one thing is clear: the market is crowded. From payment processors to P2P payment apps to…
Fintech startups looking to get traction, gain awareness, and grow sales should consider launching a fintech blog. We’ve discussed the importance of fintech stories, though the concept of having a brand narrative can mean many things. “Telling a story” can be a sales presentation, the front page of your website, or any content that your…
Customer preferences within the financial services industry are growing more sophisticated as people expect convenience and personalization. Fintechs have met consumers at this tricky intersection, disrupting much of the industry with innovative use of technologies. Through low-cost personalized products with customer-centric benefits, fintechs are poised to continue blockbuster growth through 2019. Just as differentiated and…
Content marketing is both a science and an art. Scientifically, you can measure, test, and distill down to the most effective tactics to achieve your marketing goals. On the other hand, there are more abstract concepts that can make or break a content marketing strategy. While mechanics are important, if you miss out on the…
