As part of our year-end review, we went through our Google Analytics to see which of our posts and articles performed the best. What struck me most in looking at the top five were their content types, as much as their subject.
1. Analytical Article. Disentangling the Crypto Crash of 2022 is a long-form technology brief we wrote to clarify the difference between digital asset technology and cryptocurrency decisions. I distilled the analysis from sessions at two conferences. Articles like this demonstrate expertise and can be picked up by or placed in other publications. This version of the article appeared in the TabbForum.
2. Trend Post. Wealth Technology that Personalizes Portfolios follows a staple of media reporting: the trends story. This piece grew out of a series of start-up presentations at the Morningstar Investment Conference. It provides a list of wealth technology firms while providing market context. We published it in our FinTech Rising blog.
3. Event Coverage. New Horizons in Cryptocurrency covers a session of the Chicago Payments Forum, which our firm produces. We use these articles to publicize payments forum events, establish our expertise in the payments industry, and showcase our event follow-up articles. These kinds of articles help build a community and provide post-event content.
4. How-To Explainer. API Marketing Strategy and Tactics is a blog post that grew out of two client conversations. We summarized the problems and presented some basic research in a digestible format. This post is leading us into a new service offering focused on API documentation.
5. Marketing Sheet. Aligning Business Goals with Technology is a straight marketing piece, and we were somewhat surprised to see it in the top five. Yet good sales pieces educate prospective buyers. Our goal here was to explain the concept of business alignment while showing how we approach it from a communications standpoint.
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