---
title: BluePoint Social Media Content Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-19-bluepoint-atm-marketing-call-102912707.md
tags:
- bluepoint-atm
- social-media
- content-strategy
- competitor-analysis
layer: 2
client_source: null
industry_context: null
transferable: true
---

# BluePoint Social Media Content Strategy

## Overview

In November 2025, BluePoint ATM and Asymmetric aligned on a significant shift in social media content direction. The existing cartoon-heavy style was identified as underperforming relative to competitors, and the team agreed to move toward competitor-emulation — specifically drawing from accounts like Brinks and Cash Depot that produce higher-engagement static imagery and photography.

This decision was driven by Wade Zirkle's observation that photographs and static images are more "eyeball-drawing" than the current animated/cartoon format, and that competitors in the same market were already executing this style effectively.

---

## The Problem with the Current Approach

- BluePoint's social content leaned heavily on a **cartoon-based visual style**, including an explainer video.
- While the explainer video was considered valuable in context, the cartoon format was seen as **inappropriate for all-the-time use** in static social posts.
- The style was not generating the engagement levels seen from competitor accounts.

> *"One of the things I don't love about our content is the cartoon-based nature of it... I think the photographs are a little bit more eyeball-drawing for static images."*
> — Wade Zirkle

---

## New Direction: Competitor Emulation

The agreed strategy is to **study and emulate** competitor content — not copy directly, but adapt the format, tone, and subject matter to fit BluePoint's brand.

### Competitors to Monitor

| Competitor | Notes |
|---|---|
| **Brinks** | Strong engagement; creative content (e.g., trivia posts, historical ATM commercials) |
| **Cash Depot** | Good content cycle; relevant to the same market |
| **Balm Tech** | Established presence |
| **Mobile Money** | Established presence |
| **Ready Credit** | Established presence |

Wade committed to sending Asymmetric a dedicated email with company names and direct links to their LinkedIn pages for reference.

### Content Style Shift

- **Away from:** Cartoon illustrations, AI-generated imagery, generic stock photos
- **Toward:** Real photography, static images, authentic product shots
- **Tone:** Informative, industry-relevant, occasionally playful (in the style of Brinks' trivia posts)
- **Topics:** Can span both Reverse ATM and Traditional ATM content where relevant

---

## High-Traffic Blog Post: An Adjacent Opportunity

During the same meeting, a related content issue surfaced: the **"Reverse ATM Benefits" blog post** receives approximately **10x the traffic of the homepage**, yet uses dated stock photos and AI-generated images that don't feature BluePoint's actual machines.

**Recommended action:** Analyze the post's conversion rate (clicks to other pages vs. bounce rate) before investing in a content upgrade. If bounce rate is high, refreshing the imagery with real product photography would be a high-leverage improvement.

See also: [[clients/bluepoint-atm/index]] for broader context on BluePoint's marketing initiatives.

---

## Asset Gap: Product Photography

A recurring blocker for both social content and email campaigns is the **lack of high-quality, branded product photography**. Current assets are:

- Low resolution
- Feature competitor machines in some cases
- Include AI-generated or generic stock imagery

### Planned Resolution

Wade and Mike Stebbins agreed to schedule a **professional photoshoot** of BluePoint's branded Reverse ATM. Options discussed included using an on-site rentable photography studio with proper lighting and a white background, along with lifestyle shots featuring people interacting with the machine.

Until new assets are available, existing images are acceptable for urgent outgoing campaigns (e.g., the stadium automation email).

---

## Action Items

| Owner | Action |
|---|---|
| Wade & Mike | Send Asymmetric a list of competitor LinkedIn pages for content research |
| Wade & Mike | Schedule professional photoshoot of branded Reverse ATM |
| Asymmetric (social team) | Research competitor content and develop emulation-based content calendar |
| Melissa | Analyze conversion rate of high-traffic "Reverse ATM Benefits" blog post |

---

## Related

- [[clients/bluepoint-atm/index]]
- [[knowledge/paid-social/bluepoint-google-ads-geotargeting]]