In this episode, Araminta interviews Dawn Crew, CMO at Trulioo, about marketing and content creation in the compliance and regulatory sector. They explore Trulioo's content strategy, emphasising the need for specificity and accuracy. Dawn highlights the organisational collaboration required for effective content creation, the recent rebranding of Trulioo, and the role of various channels. The discussion also touches on the usage of AI in content creation and the unique challenges and opportunities in marketing to enterprise clients within FinTech. The episode concludes with insights on Trulioo’s most impactful content pieces, notably their trends report and thought leadership initiatives.

Useful links:

Find Dawn Crew on LinkedIn: https://www.linkedin.com/in/dawncrew/

Trulioo website: https://www.trulioo.com/

Find 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

Fintech Marketers: join the Slack group for free: https://www.fintechmarketinghub.com/slack

 Our website: https://www.fintechmarketinghub.com/ 

Our podcast: https://www.fintechmarketinghub.com/podcast

This episode was produced by Orama - a video and podcast studio for B2B Brands: https://orama.tv/

Key topics discussed:

• Why content is at the core of Trulioo's go to market strategy
• Trulioo's content strategy to being a trusted expert
• Using content to stand out in a saturated market
• How the rebrand helped them understand their brand persona

Timestamps:

00:00 Intro

01:19 Guest Introduction: Dawn Crew

02:57 Dawn's Role as CMO 

03:56 Importance of Content in Marketing Strategy

05:29 Types of Content and Their Impact

08:33 Content Strategy and Team Collaboration

10:00 Measuring Thought Leadership

11:10 Content Distribution Channels

13:40 Targeting Enterprise Clients

17:22 Creating High-Quality Content

21:15 Rebranding and Its Impact

28:41 Leveraging AI in Content Creation

33:00 Final Thoughts and Wrapping Up

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.