How Fintechs Do Content: Taktile Balances Credibility and Fun | Nadia Bovy, Senior Content Marketing Manager at Taktile

What kind of role would you say that content plays in your wider marketing strategy and also maybe in sales? 'Cause I think what's interesting is that you are starting a new category or you're owning a new phrase, and that always makes things a little bit harder, right? Because people are maybe not actively searching for that, right? You have to get in front of them at the right time.

So how does content help with that, and what role does it play across your, your marketing?

Yeah, totally.

I think content plays maybe three main roles for us as a company.

I think one is the thing that you're touching on with that category creation piece.

So I think a lot of our content is kind of educating the market on what is agentic decisioning, 'cause that phrase is quite long, and neither of those words [laughs] maybe means a lot to most people.

But really what we're getting at is, like, Tactile is creating this whole new AI-driven way of banks and insurers making the decisions that drive them.

So can I trust this customer's identity? How much should I lend to this small business? All of those decisions that kind of drive a financial institution every day, and we are creating this new way of automating and optimizing those decisions.

So a lot of our content is focused on, there's so much AI conversation in the market right now, so it's kind of like why should you care about agentic decisioning, and why should that be a part of your stack? And then I think another big piece is credibility driving.

So financial services as an industry is so much about trust.

And so it's interesting for us.

Like, obviously the fun content, like the Series C announcement, is important.

But by the same token, we just collaborated with World Economic Forum on this really great white paper of around...

It's like a AI deployment playbook for financial services.

And so actually having these third-party partner content pieces is so impactful for us.

And it's funny to me as a content marketer, 'cause I love, for example, Clay's content marketing, and I think they do such a good job, but their playbook isn't my playbook, I think because they're speaking to people like me, marketers.

And actually, where my customers are and who I need to talk to, I need to do a lot more of that kind of, like, behind-the-scenes with third-party content.

But at the same time, I think third thing that our content is doing is making Tactile memorable.

So that's another thing that I think about with campaign performance and how I'm measuring success is, like, even beyond whether the campaign performed well in terms of metrics, do I have conviction that the content we put out in the world was memorable? Because that to me is, like, the most important thing.

Are we gonna stick in your brains amidst the sea of AI solutions out there?

Yeah.

Especially nowadays, that's really hard.

So I know that you do a lot of...

Honestly, of all the fintechs that I've looked at, you have one of the most comprehensive cross-channel [laughs] marketing or content that I've seen.

You've got conferences that you host.