BluePoint Social Media Content Strategy Pivot
Overview
During the November 2025 marketing review, BluePoint ATM and the Asymmetric team aligned on a significant shift in social media content strategy. The existing cartoon-based content approach was underperforming, and the team agreed to pivot toward imitating the style and format of successful competitor posts rather than continuing to produce original generic creative.
This decision reflects a broader principle: when a client's social content is struggling for engagement, studying what already works in the same market is a faster path to improvement than iterating on a failing format.
See the source meeting notes: [1]
Problem: Cartoon Content Underperforming
BluePoint's social media had been using a cartoon/illustrated style for static posts. Wade Zirkle (BluePoint) noted that while the animated explainer video has its place, cartoon-based static images were not drawing eyeballs the way photographic content does. The content was not generating meaningful engagement relative to what competitors were achieving.
Decision: Competitor-Imitation Content Model
The team agreed to pivot to a competitor-imitation approach:
- Identify high-performing posts from competitor accounts
- Adapt the format, tone, and topic — without directly copying — for BluePoint's brand
- Include a reference link to the source competitor post in the content calendar for internal review
Competitor Accounts to Monitor
The following accounts were specifically called out as producing strong content:
| Company | Notes |
|---|---|
| Brinks | Engaging trivia/quiz format (e.g., Johnny Cash ATM commercial); strong mix of entertainment and industry relevance |
| Cash Depot | Consistent, well-structured content cycle |
| BombTech | Identified by Wade as an established player worth watching |
| MobileMoney | Established reverse/cashless ATM competitor |
| ReadyCredit | Established competitor with active social presence |
Mike Stebbins (BluePoint) committed to sending Melissa Cusumano (Asymmetric) a dedicated email with links to all competitor LinkedIn pages.
Implementation Notes
Content Calendar Integration
When a post idea is sourced from a competitor, the content calendar entry should include:
- A link to the specific competitor post that inspired it
- A note indicating it is a competitor-inspired adaptation (not original)
This allows BluePoint stakeholders to review and approve before publishing.
Photography Over Illustration
Wade expressed a clear preference for photographic content over cartoon/illustrated static images for ongoing social posts. This aligns with the broader push to schedule a professional photoshoot of BluePoint's branded reverse ATM machine (see [2]).
Penny Shortage LinkedIn Posts
A near-term content opportunity was identified around the current penny shortage affecting retailers. Wade and Mike each planned to post on their personal LinkedIn accounts — Wade sharing Mike's post and publishing a separate article. This is a timely, industry-relevant topic that positions BluePoint as a thought leader on cash-handling pain points.
Suggested hashtag research (e.g., #pennyshortage, #FederalReserve, retailer-focused tags) was deprioritized for this specific push given the time sensitivity; the team agreed to proceed without a formal hashtag audit.
Action Items
- [ ] Mike Stebbins — Email Melissa competitor LinkedIn links (BombTech, MobileMoney, ReadyCredit, Brinks, Cash Depot)
- [ ] Melissa Cusumano — Update content calendar process to include competitor post reference links
- [ ] Mike Stebbins / Wade Zirkle — Draft and publish LinkedIn posts on penny shortage; Wade to share Mike's post and publish own article
Related
- [1]
- [2]
- [3]