How to Build Authority When Your Product Lives Behind Someone Else’s Name | Gabrielle Bier, Content & Brand Marketing Lead, Parafin

Araminta speaks with Gabrielle Bier, Content and Brand Marketing Lead at Parafin, on building a content strategy when the product is white-labeled and brand awareness is low despite Parafin reaching 20% of U.S. small businesses. Gabrielle explains focusing content on platform product leaders and executives by owning specific conversations like embedded capital and embedded lending, using proprietary SMB data and anonymized merchant stories to differentiate, and balancing technical posts with thought leadership. She shares her review process involving executives, sales, and compliance, and her SEO/AEO strategy. They also discuss distribution and evolving measurement from top-of-funnel to sales influence and attribution.Key topics include:How to build awareness for a product that works behind the scenesWhy building content for AEO first over SEOHow to build a mini-committee with stakeholders outside marketingUseful links:Find Gabrielle Bier on LinkedIn: https://www.linkedin.com/in/gabriellebier/Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ Mint Studios website: https://www.mintcopywritingstudios.com/For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcastThis episode was produced by Orama - thought leadership videos and podcasts: https://orama.tv/About Araminta Robertson:Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.About Fintech Marketing LabFintech Marketing Lab is a podcast hosted by Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.Timestamps:00:00 Intro02:31 Switching Audiences03:43 White Label Branding Challenge05:22 Zero to One Content Strategy10:28 Scaling Formats and Channels20:40 Sales Enablement and Advocacy26:00 Scaling Carefully With AI26:29 Measuring Content Impact30:39 AEO And LLM