Blogs
Essays from inside
the work.
Arguments, observations, and analysis about fintech content
marketing, brand journalism, and editorial leadership.
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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…
BY Ashley Poynter
10 min · Oct 6
Recent writing.
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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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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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