Join us Oct. 26-28 in Newport Beach for the Digiday Media Buying Summit
How The Points Guy became the finance industry’s best content marketing channel
Content marketing is hot in finance, but it’s a blog about airport lounge access rules and retired airliners that’s become the industry’s favorite way to go to market.
It’s called The Points Guy, a blog started by a former Morgan Stanley recruiter when he started flying all over the country looking for new talent. Fast forward seven years and the blog, known as TPG among loyalists, is read by a healthy few million a month — and has become the favorite content marketing channel for big banks.
The site is exclusively focused on credit cards, but Kelly, who is editor-in-chief at the site, offers digital investment startups a model for their own “financial education” or “financial literacy” ventures.
“We do very well financially in a world where media is under extreme stress, and we’re killing it.”
Tearsheet caught up with him to talk about being cozy with the banks while putting readers first, going from personal blog to creative agency and potential for expansion.
More in Marketing
Ikea’s CMO sees LLMs as the newest place a brand has to hold its line
LLMs have widened the brand. Ikea’s CMO thinks the basics still hold.
How many people does it take to run an agency? According to Bad Mktg, just two if you’re using AI
BaD Mktg is just two employees and a lot of AI to run the business and ideate. The secret to its success? The experience of the people leading the ideation.
‘Mission and capital can coexist’: Golden State Valkyries’ Jess Smith on pitch to sponsors
The WNBA’s newest team must navigate measurement demands and marketers wanting to share in the ‘mission’ if it’s to establish a commercial foothold.