Blogs
Essays from inside
the work.
Arguments, observations, and analysis about fintech content
marketing, brand journalism, and editorial leadership.
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FINTECH CONTENT MARKETING AGENCY
From Fintech MQL to SQL: Fixing Disconnects Between Fintech Marketing & Sales
The lead looked promising on paper. A director-level contact at a mid-market payments company downloaded your compliance automation guide, attended a webinar, and clicked through three nurture emails. Marketing flagged them as qualified. Sales reached out. And then, nothing. The prospect went dark, or worse, responded with confusion about why they were being contacted at…
BY Ashley Poynter
10 min · Sep 15
Recent writing.
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FINTECH CONTENT MARKETING AGENCY
From Fintech MQL to SQL: Fixing Disconnects Between Fintech Marketing & Sales
The lead looked promising on paper. A director-level contact at a mid-market payments company downloaded your compliance automation guide, attended a webinar, and clicked through three nurture emails. Marketing flagged them as qualified. Sales reached out. And then, nothing. The prospect went dark, or worse, responded with confusion about why they were being contacted at…
September 15
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CONTENT MARKETING STRATEGY
Sales Enablement Content for Technical Buyers: What Actually Works
There is a version of sales enablement content that gets built in a conference room somewhere, signed off by a committee, and promptly ignored by every engineer, compliance officer, and solutions architect it was meant to persuade. Most fintech companies have produced at least some of that version. The problem is rarely effort. It is…
September 8
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FINTECH CONTENT MARKETING AGENCY
When Drafts Are Free, Deletion is the Product
“Less is more” has never been truer. AI has made scale and volume easier than ever. Unfortunately, both scale and volume are bad news when your strategy is off-kilter. I wrote a piece a couple weeks ago in favor of not publishing faster, and I stand by that. In this piece, I want to talk about…
September 2
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FINTECH CONTENT MARKETING AGENCY
The Fintech Content Revenue Engine: How to Attribute Content to Real Deals
Every fintech marketing leader has sat in a board meeting and watched the CFO’s eyes glaze over during the content report. Engagement metrics, page views, newsletter open rates, social shares. Numbers that look busy but say nothing about pipeline. Nothing about revenue. The fintech content revenue engine is not a concern. That gap, between content…
August 25
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FINTECH CONTENT MARKETING AGENCY
Micro-Content in Fintech: How to Repurpose Long-Form into Revenue
Fintech marketing teams put enormous effort into long-form content. White papers, research reports, webinars, and in-depth guides take weeks to produce and require significant investment in subject matter expertise, design, and distribution. Then they go live, generate a spike of engagement, and gradually disappear into a resource library that few people visit twice. The problem…
August 18
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AI FINTECH CONTENT MARKETING
Efficiency Isn’t Always the Answer
I’ve watched teams publish forty pieces in a quarter around a message that’s wrong and publish them beautifully. The level of efficiency teams have achieved at getting things wrong is astounding. Production calendars? On point. Tone and voice? Spot on. Marketing teams have become efficient machines for saying a thing that isn’t landing. The efficiency…
August 13
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AI FOR FINTECH CONTENT
AI in Financial Content Strategy: What High-Growth Fintechs Are Doing Differently
AI now plays a visible role across fintech marketing teams. Content production has accelerated, workflows have shifted, and expectations around output have increased. Yet, while many companies use the same tools, the results vary widely. Some teams produce more content, while others build content that actually drives pipeline. The difference comes down to how they…
August 4
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AI FOR FINTECH CONTENT
How to Use AI Agents in Fintech Content Workflows Without Losing Accuracy
The conversation around AI has shifted from experimentation to execution. In fintech, where precision shapes credibility and compliance defines boundaries, the stakes feel even higher. AI agents now sit inside content workflows, drafting, researching, summarizing, and optimizing at scale. Yet accuracy remains the line between authority and risk. Using AI agents in fintech content effectively…
July 28
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CONTENT MARKETING STRATEGY
Prompt Engineering for Fintech Marketers: Frameworks That Actually Work
Fintech marketing operates in a demanding environment. Products involve regulation, technical architecture, and complex value propositions that unfold over long B2B sales cycles. Because of that complexity, generative AI only becomes useful when marketers guide it with precision. That is where prompt engineering for fintech marketers becomes a practical skill rather than a novelty. AI…
July 21
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