Blogs
Essays from inside
the work.
Arguments, observations, and analysis about fintech content
marketing, brand journalism, and editorial leadership.
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AI FINTECH CONTENT MARKETING
Using AI to Build Authority in Fintech Content Marketing
Fintech companies operate in a space where credibility determines growth. Buyers evaluate risk, compliance, and long-term viability before they ever engage with a sales team. As a result, content carries a heavier burden. It must educate, reassure, and demonstrate expertise at every stage of a long B2B cycle. That is where AI to build authority…
BY Ashley Poynter
9 min · Oct 27
Recent writing.
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AI FINTECH CONTENT MARKETING
Using AI to Build Authority in Fintech Content Marketing
Fintech companies operate in a space where credibility determines growth. Buyers evaluate risk, compliance, and long-term viability before they ever engage with a sales team. As a result, content carries a heavier burden. It must educate, reassure, and demonstrate expertise at every stage of a long B2B cycle. That is where AI to build authority…
October 27
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FINTECH CONTENT MARKETING AGENCY
Ready or Not: It’s Time for You to Overhaul Your Fintech Inbound Marketing Strategy (You Have One, Right?)
You have a fintech inbound marketing strategy. Or you have a doc named “Content Calendar 2026” and the habit of publishing into it. Those are not the same thing. For most of the last decade, the difference was survivable. A fintech could run a publishing habit, call it a strategy, and still pull in traffic,…
October 20
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FINTECH CONTENT MARKETING AGENCY
What It Takes to Publish a Real Number
Writing a customer story takes a few days. Getting permission to publish it takes months, and that gap is most of the reason B2B fintech marketing teams tend to have one real case study on the site instead of six. The approval path runs through the customer’s marketing lead, who’s usually glad to help, then their…
October 13
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CONTENT MARKETING STRATEGY
Content Marketing Strategy for Tech Audiences
Most B2B tech companies approach content marketing as if their audience were waiting to be persuaded. They build editorial calendars filled with keyword-optimized posts, distribute them across social channels, and measure success by traffic and time on page. The problem is that technical audiences are not waiting to be persuaded. They are waiting to be…
October 6
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CONTENT MARKETING STRATEGY
How to Build a Fintech Editorial Strategy Your SMEs Will Actually Follow
Most fintech companies have no shortage of expertise. They employ engineers who understand payment rails, compliance leaders who can explain regulatory nuance, and product managers who know precisely why certain design decisions matter. However, translating that expertise into a fintech editorial strategy you can actually execute remains one of the most persistent challenges marketing teams…
September 29
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FINTECH CONTENT MARKETING AGENCY
The Attribution Conversation to Have With Your CEO Before You Ask for Budget
Most of the budget conversations I’ve watched go sideways do it in the first ninety seconds, when someone answers “what did content do last quarter” with a traffic number. The number is usually fine. Traffic went up, impressions went up, a post did better than expected. But it answers a question nobody asked, and the…
September 23
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FINTECH MARKETING
The Fintech Marketing KPI Framework: Metrics That Tell You What’s Working
Fintech marketing teams generate more data than they can reasonably act on. Dashboards overflow with impressions, clicks, downloads, and engagement rates, yet the question that matters most often goes unanswered: what’s actually working? Which fintech marketing KPIs matter? For marketing leaders navigating long B2B sales cycles and skeptical buying committees, this gap between available data…
September 22
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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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