The Contentworks Agency is the marketing agency for the finance and fintech sector. The team has created an impressive array of videos, education centers, PRs, articles and white papers for the space and has managed the social media accounts for top challengers and brokers.
This month, when the agency turns 4, we met with Directors Niki Nikolaou and Charlotte Day to take a look at the successes and challenges the agency has seen in recent years.
Contentworks directors Charlotte Day (left) and Niki Nikolaou (right)
How does it feel to turn 4?
Charlotte: It feels a bit surreal. It seems like Niki and I were just sitting on the floor of their apartment yesterday creating web content and putting our welcome boxes together to get them started. 4 years have passed so quickly in a mix of great campaigns, travel, exhibitions, funny moments and OMG. Are we really 4?
Niki: I remember that day – we had decided that chocolates would be a great gift in May. In the scorching heat of Cyprus…. We take great pride in our team of some of the best writers, designers, videographers and project managers in the industry. I’m biased, but that’s okay!
How do you party?
Charlotte: We usually deliver cakes and arrange lunches to our customers, but it’s not that easy this year. We will focus on our online presence with media interviews, live social media and cake. We still have this.
Niki: We will definitely have cakes! We will also take some time to personally thank all of our customers, many of whom have been with us from the start.
You are known as a focal point for finance – how did that happen?
Charlotte: Well, Niki and I both have financial marketing backgrounds. In fact, we first met while working in a forex company. Financial marketing is a niche and requires special skills. First, the various regulations need to be understood. ASIC, CySEC, MFSA, FCA, FSA, FRB, SEC, MiFID II and what else did I miss? Then there is knowing how to be nervous, fun, and engaged within this legal framework. How to get traction on Twitter, attract traders and still be compliant. In addition, networking in the right circles and knowledge of financial PR and the media.
Niki: Of course, you also need to understand and closely follow the financial markets. If you don’t specialize in financial services, then you just can’t stand up for it. Charlotte and I are subscribed to all of the financial news sites, regulatory updates, and financial trends. In addition, our team prepares analyzes for our customers every day, so that we are always at the forefront of the markets. We also publish regulatory summary articles every month to keep our brokers informed of changes in leverage, crypto restrictions and trading regulations. I think that is what our customers value most about us, our understanding of the markets and that we take up complex topics and turn them into engaging content. In our fifth year, we have established ourselves as the leading provider of strategic content and social media for the international fintech scene.
What does an average day look like for you as an agency manager?
Charlotte: I start my day with a walk on the beach around 5 a.m. and then get to my desk at 6:30 a.m. That means I can catch up with our clients in Australia and have a quiet time checking my schedule, answering emails and working on some creative before everyone else is up! In financial services marketing in particular, there is no such thing as an average day. Everything could be calm and then Elon Musk tweets something about Bitcoin and we have to deliver content on it!
Niki: I’m very focused on overseeing our international writing team, checking the status of ongoing projects and planning the next month’s content. There’s never a point where you say ok, I’m done. Because you always look to the next event, the next big change in the industry, and plan with customers how you can benefit from it. I tend to work later in the day and meet our clients in New York and Singapore.
How has covid-19 affected your agency?
Charlotte: The Contentworks Agency has always been decentralized, so office closures and lockdowns did not affect our actual business operations. In fact, we were better prepared than most as all of the remote team communication software, monitoring, remote server, zoom, and chats were already in place. That said, we had previously enjoyed a number of overseas exhibitions, spoken at events, and traveled to meet customers. We miss that so much. There’s nothing like the excitement of traveling abroad or the pleasure of meeting a customer for lunch. We have so much to do!
Niki: On the business side, our volume of work increased in 2020. Brokers had record trading volumes and registrations – something we surveyed last year. That meant more work for us to provide FX education, videos, social media updates, and event support. Charlotte and I talked frequently about events at online events and exhibitions. We have also participated in panels, debates and online networking sessions on finance. This has kept us busy, but also kept in touch with our core demographics to understand their challenges and requirements.
What’s your best agency memory from last year?
Charlotte: We produce video scripts and often oversee filming to direct. Usually it’s Fintech, Banking and Forex, but we recently filmed for a major shipping company and spent the day on a luxury yacht. Usually things are not that glamorous in financial services marketing. I told Niki it was a boring day and I hid the photos!
Niki: Wait what They said boat, not a luxury yacht! Ok, the best memories for me are chatting with Charlotte and writing our backgrounds to a comedy / tragedy series from a fintech marketing agency to introduce them to Netflix – Madder Women. Oh, and that once in a zoom with a customer team in Singapore, London, Dubai and New York and my 6-year-old who has to go to the bathroom. I’ve never seen me flip the camera switch and mute the microphone so quickly!
What’s next for Contentworks Agency?
Charlotte: We’ve expanded our team and brought in more financial writers and analysts so we can keep expanding in the years to come. We have also given our website a makeover to guide us into the next year. We have a brand new corporate video, social media filled homepage, updated customer portfolio, and a jam-packed content bar. All of this shows what we’re best known for – great organic content marketing.
Niki: The industry changes sometimes subtly, sometimes more obviously, and we are constantly reviewing what we are doing and how we are doing it. Our value proposition as a boutique agency is the high level of contact with our customers. And we don’t want to lose that when our team grows.
Many thanks to Niki and Charlotte for joining and we wish you a happy birthday to the agency!
Contentworks offers Hawkish content marketing solutions for finance and technology. Our team of content strategists, social media marketers, analysts, and writers provide compliance-friendly content to banks, forex brokers, fintechs, and many other industries. Our content marketing includes technical analysis, intelligence reports, press releases, white papers, video and social media management.