BluePoint Social Media Content Strategy

wiki/knowledge/paid-social/bluepoint-social-content-strategy.md · 621 words · 2026-04-05

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: ^[1] 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

^[1]
^[2]