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Aderayo Adesokan on Winning with Content in the Fintech Space

By December 4, 2023 No Comments

Aderayo Adesokan, is a communications manager in the Fintech space, with nearly a decade of experience across other industries. She specialises in simplifying complex concepts and thriving as a strategist and content creator.

She’s boosted creative agency portfolios and managed impactful projects- in Banking and Finance, Fintech, Entertainment, FMCG, Real Estate and Digital Agencies.

She has honed her digital skills to help brands thrive in tech by helping consumers experience brands in ways they will never forget- and of course having fun while at it”

In her own words she says “Building meaningful things drives me; I aim to say, I was part of the team that helped build this.” Impacting the world through marketing communications is her mission. Let’s meet her!

The Fintech Chronicles: Aderayo Adesokan's Journey, Silent Votes, and Dinner with Fintech Royalty!Hi, Aderayo Adesokan. It’s nice to meet you. So first, we would love to know…

If your professional journey was a thrilling novel, what would be the title, and which chapter would highlight a pivotal moment that shaped your prowess in fintech content marketing?

If my professional role were a thrilling novel, I’d call it “The Journeys of the Digital Daughter” as per our African lit., and the pivotal chapter for me would be somewhere between the rising action and the beginning of the book- and I’d name the chapter “ Letting People In” 

In this chapter, I faced a big challenge in the world of fintech. The turning point came when I discovered the incredible power of telling relatable stories. Instead of just talking about finance and technology, I learned that connecting with people on a personal level was the real game-changer.

Beyond all the complicated stuff, I realised that what really matters is the human side of things. 

So, I learnt to craft pieces of content that not only explained fintech brands but also spoke to people’s feelings and dreams. This moment transformed how I created content, making it more personal and engaging.

In the ever-evolving fintech space, can you share how you ensure your content remains not just relevant but also anticipates industry trends, and how you leverage these insights to maintain a dynamic brand image?

There’s something I like to say when it comes to digital consumption, it might seem a tad bit wild but I like to say that I eat, sleep, and drink digital content from anywhere. I like to see what other industries are doing, what trends could be adapted to my niche, and how my brand could be made better. I also follow people who lead brands and take in their thought processes when shared. I talk to people, and get their insights on brands and stories-  to find out what people are currently interested in. And if something fresh and significant comes up, I have no problem making last-minute changes to my plans.

Given your focus on measurable outcomes, can you share a specific instance where your content strategy directly influenced a key performance indicator, and what lessons did you draw from that experience?

As a Digital Communications Manager responsible for crafting our brand narrative across all digital platforms, my approach is centred on showcasing the essence of our fintech company. Through engaging content, I offer a glimpse into our projects, our unique approach, and the real-world impact of what we do.

By narrating our story authentically on social media, websites, case studies, and other platforms, I not only attract a growing audience but also connect with potential talents. This personalised approach helps us in various ways — from strengthening our brand presence and perception to supporting recruitment efforts.

My role goes beyond just disseminating. It’s about making our company relatable and giving stakeholders, whether they’re potential hires or clients, an insider’s look into our culture and values. This strategy, reflected in increased followers and the interest of prospective talents, aligns with our broader company goals, making our brand more approachable and impactful across different facets of our business.

Social media is a crucial arena for fintech communication. How do you balance creativity with compliance when crafting content for these platforms, ensuring it resonates with the audience while adhering to regulatory standards?

Making content for fintech on social media is like walking a tightrope (I love this word cause it reminds me of The Greatest Showman, probably one of my best musical pieces)  this is between being creative and following rules. We team up closely with compliance experts to make sure our ideas stay consistent with the rules. We also have clear guidelines that everyone on the team understands, and we are taught about the do’s and don’ts regularly. Before anything goes live, we get it checked and approved to catch any issues early. I personally use simple language and visuals to explain things clearly, especially when it comes to financial things. I keep an eye on what’s happening and change things quickly if rules or feedback tell us to. It’s about being creative while playing by the rules to keep everyone happy and informed.

Thought leadership has become a buzzword these days, and you seem to embody it well in your role. Can you shed light on your approach to thought leadership through content curation and production, and how it contributes to positioning the brand as an industry authority?

I learn a lot about fintech every day, and that’s the beauty of the ever-evolving ecosystem I find myself in. It’s easy to use the “buzz word”, but when it comes to real life, it’s easy to cut through the crap and realise if a brand is really a thought leader- so yes, it does take more work than it seems to maintain this narrative. 

I come up with ideas and work with my team to create this type of content, but our brand is already great at solving real financial problems for real people, making it easy to be seen as a leader. The tricky part is getting others to see it too. So, I focus on making sure our content highlights our practical solutions and shows that we’re leaders in the real world, not just on paper. I share these ideas on digital platforms, through blog articles, social media, byte-sized videos and other possible forms By teaming up with others and emphasising our real-world success, we aim to help people understand that our brand is an authority in the financial world. My goal is not just to talk the talk but to show, in simple terms, that we walk the walk every day.

Could you share a successful collaborative project that brought innovation to your content strategies, and how it impacted the overall voice and perception of the brand in the competitive fintech sector?

We did this fun project, a social experiment to see if people would pick our point-of-sale terminals over others without us saying anything. I worked with the video production team to set it up, reached out to the business, and did a sneaky stakeout with hidden mics and cameras.

The cool part? Every time, people chose our blue terminal without any prompting. It was like a silent vote for our product. This project wasn’t just fun; it showed that our terminals stand out even with other options
This news spread, showing that our terminals stand out in a big way. It’s not just talk; it’s about what customers do when given a choice. This silent vote made our brand more trusted and respected in the competitive fintech world.

So, in simple terms, this project made a big impact. It’s not just a little test; it’s a strong message about our brand being a leader in the payment space.

Can you share an example where a well-crafted narrative had a notable impact on audience engagement (emerging creatives would love to learn a trick or two from you)

We make a fun video every few months (our quarterly milestone videos, which you will see my face mostly at the beginning)  to show what we’ve achieved. Instead of just throwing numbers around, we tell a story. We use pictures and videos to make it interesting, and we talk like we’re chatting with friends, not giving a boring lecture. We talk about the people behind it, the challenges they faced, and the creative journey they went on.

The video is short because we know everyone’s busy. The cool part? People actually want to watch it because it’s not like those dull reports. They understand what we’re saying, and it makes them excited about what we’re doing.

For emerging creatives, the trick is to make your story personal, talk like you’re telling a story to a friend, keep it short and make it feel like a shared journey. That’s how you grab attention and get people excited about what you’re creating. 

Given the fast-paced nature of the fintech sector, how do you approach content strategy to not only capture attention in the short term but also build a lasting connection with your audience? Could you provide an example of a campaign you love past or present that achieved this delicate equilibrium?

In the fast-paced world of fintech, we make sure our content is always up-to-date, simple and interesting. For example, we did a special campaign about our company culture that wasn’t like the usual boring stuff. We talked about the 4 M’s – Money, Mastery, Membership, and Meaning – in a fun and relatable way.

To grab attention right away, we used stories and relatable visuals. It wasn’t just about work or the company; it was about making our workplace seem “cool”. Even people who already worked here found it interesting (including myself). The idea is to make our content catchy and relevant for the short term.

But we also want to build a lasting connection, yes- by talking about things like Money (fair pay), Mastery (getting good at what you do), Membership (being part of a team), and Meaning (doing something significant), we show our long-term commitment. It’s not just about now; it’s about creating lasting connections as well.

Imagine your ideal fintech-themed dinner party. If you could invite three industry figures in Africa to spark engaging conversations, who would they be and why?

For my dream fintech-themed dinner, I’m thinking of something super immersive, like Augmented and Virtual Reality that brings the impact of the payment world to life. I want people to dive into real payment situations, you know, touch the grass a little – make it all feel real and exciting.

Now, let’s talk about who’s coming: Edidiong Uwemakpan from Moniepoint is my first pick. She’s not just the VP; she’s amazing at explaining fintech stuff without making it sound all confusing. And, she’s just really cool to hang out with.

Next is Shannon Brayton. She used to head comms at Stripe, and get this – she’s interviewed Michelle Obama! So, she’s got some really interesting stories to share.

Lastly, there’s Taj Alavi, Global Head of Marketing at Spotify. She’s worked with big names like Uber and Chime, running some of the coolest campaigns ever. Having her at the dinner would bring a whole new level of fun and creativity.

That sounds amazing! Thank you for sharing amazing insights to our community creatives.

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