How to Build Authority When Your Product Lives Behind Someone Else’s Name | Gabrielle Bier - Content & Brand Marketing Lead, Parafin

I think my first couple of months have been trying to knock out some foundational wins for Paraffin.

And like I said, own that kind of conversation around embedded financing, embedded lending, embedded capital, and really kind of educate the market on how Paraffin shows up differently.

I also think about content from two different perspectives.

We're trying to earn the right to participate in the conversation by creating this foundational content.

that our audience might be searching for.

And now they're likely searching for it via AI as opposed to traditional search.

So I'm working with AEO tooling to identify which topics we should go after, which keywords need to be in our content, even outlining some of the content.

But as far as publishing something directly from AI, I still am pretty hands-on in that sense.

I want to maintain my editor-in-chief kind of status in this role, at least until I feel like it gets to a point where the deliverables could be like just hit publish upon getting a draft.

I think the other component of our content zero to one content strategy is also thinking about how we show up different than anyone else in our space.

And that might be a company's proprietary data or just unique customer stories or insights around the product.

And I think at Parafin, we have both a ton ton of small business data and small business stories, which gives us a really strong foundation for thought leadership.

So if we're tackling and publishing a piece this week on embedded lending, but I'm using real stories that are anonymized to give color to how paraffin and embedded lending actually works.

So that's something I always think about is just how we earn the right to show up in the conversation, but then also what's different about us that we can really bring to the table.

So would you say that currently, what is the role of content for Parafan? Is it mostly increased brand awareness? Is it more educate? What would you say is the objective currently?

It's a combination of the two, I would say, in terms of educating search opportunities and really trying to capture and own keywords that there isn't necessarily a ton of content around.

So it is a little bit of category creation at the same time.

For instance, something that I published my first month at Parafin was a definitive guide on embedded capital.

And that topic hadn't really been owned by anyone at all.

So I kind of Looked at different thought leaders internally, captured their kind of insights around how we do things differently at Parafin and how that kind of translates to embedded capital and then publish this long form piece.

And it's already the first ranking piece on that keyword and also like showing up in AI search as well.

Yeah, that's great.

I think we've worked with a few embedded banking companies and I just know that it's such a niche area, right? There's a limited set of keywords and topics that you can write about, I guess.

So how are you prioritizing those? And is your goal to just own all of them and then whatever comes next? Or what is your objective or how are you thinking about those specific in such a niche kind of area? Yeah.

When I joined, the blog was super lean.