Araminta interviews Scott Henderson, Senior Digital Marketing Manager at Galileo, and Rosa McGoldrick, Head of Public Relations and Marketing Content at Galileo. They discuss the unique challenges of B2B FinTech marketing, emphasising account-based marketing and personalised content strategies. The conversation covers creating high-impact content, tracking its success, and the critical role content plays throughout the lengthy sales cycles in the FinTech industry. They also delve into using AI and LLMs for content localisation, optimising SEO, leveraging proprietary data for reports, and the importance of having human oversight in content generation. Additional points include the significance of collaboration with sales teams, integrating third-party credibility into marketing strategies, and the nuances of marketing in Latin American markets.
Useful links:
Galileo: https://www.galileo-ft.com/
Scott on Linkedin: https://www.linkedin.com/in/scottthenderson/
Rosa on Linkedin: https://www.linkedin.com/in/rosa-alfonso-mcgoldrick/
Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/
Mint Studios website: https://www.mintcopywritingstudios.com/
For show notes and more information about guests, head to: www.fintechmarketinghub.com/podcast
Join the Slack group for free: https://www.fintechmarketinghub.com/slack
Our website: https://www.fintechmarketinghub.com/
Our podcast: https://www.fintechmarketinghub.com/podcast-market-like-fintech
This episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/
Key topics discussed:
About Araminta Robertson:
Araminta is the Co-Director of the Fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person Fintech Marketing Slack group, is the host of the Market Like a Fintech podcast and co-runs the Fintech Marketing Hub's events and conferences.
About Market Like a Fintech and the Fintech Marketing Hub:
Market Like a Fintech is a podcast hosted by the Fintech Marketing Hub, a non-profit global community of 3,000+ fintech marketers. It features a dedicated online content and resource hub, 2,000+ person Slack Group and runs various annual events and media campaigns like the Top 30 Most Influential Fintech Marketers listing, virtual AMAs sessions and IRL events with industry experts and influencers.
TIMESTAMPS
00:00 Introducing: Scott Henderson and Rosa McGoldrick
02:02 The Role of Content in B2B FinTech Marketing
03:50 Content Strategy and Its Importance
06:18 Tracking and Measuring Content Success
08:52 Optimizing Content for Sales and SEO
14:30 Leveraging AI and LLMs in Content Strategy
18:29 Sales Team Integration and Content Utilization
24:07 Target Audience and Content Types
26:58 Leveraging LLMs for Content Creation
28:04 Cost-Effective Survey Strategies
38:05 Optimizing Content for SEO
41:31 Utilizing AI Tools for Brand Analysis
45:14 Proud Content Achievements
47:16 Conclusion and Final Thoughts