Nine passes left to attend the Digiday Publishing 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
‘Consumers are dying to get out of their houses’: How Cinemark’s CMO is getting people back to the movies
A look at how consumer demand looks in the movie industry and what other retailers can learn from Cinemark’s loyalty and membership programs.
Platform and agency execs recommended must-reads to unwind during busy periods
Senior execs from the likes of TikTok, Snap, OMD USA, Publicis London and more let us in on their favorite page-turners to unwind.
In Graphic Detail: AI adoption increases, but U.S. consumers are still wary
Digiday has charted the rise of generative AI, big tech’s investment into AI as well as agencies’ top use cases and consumer sentiment.