Switching to Vertical Fintech Coverage Notably Increased Engagement Per Placement
Notably higher
Engagement Per Placement
Directly attributable
Partnership Inquiries
Strong fintech signal
Topical Relevance
Fintech Coverage
Package Used
The Challenge
A B2B payments infrastructure startup had been running general crypto distribution, but the coverage was reaching an audience with limited interest in payments infrastructure specifically, diluting relevance and engagement.
Our Approach
We moved the campaign from general crypto distribution to Fintech Coverage specifically, targeting publications with a readership already engaged in payments and financial infrastructure topics rather than the broader crypto space.
Vertical Coverage Results
| Metric | Prior: General Crypto | New: Fintech Vertical | Change |
|---|---|---|---|
| Engagement per placement | Baseline | Notably higher | Vertical targeting |
| Reader relevance | Broad, mixed audience | Payments-focused | Improved fit |
| Partnership inquiries | Occasional | Directly attributable | New inbound channel |
| Topical authority signal | General crypto | Fintech-specific | Strengthened |
Client details anonymised under NDA.
Results
Engagement Per Placement
Baseline, general crypto
→
Notably higher
Vertical coverage
Partnership Inquiries
Occasional
→
Directly attributable
Fintech readership
Topical Relevance
Diluted
→
Strong fintech signal
Post-switch
Package Used
N/A
→
Fintech Coverage
USD $2,200
"The moment we switched to fintech-specific coverage, the quality of engagement changed completely. We started hearing from people who actually understood what we were building."
Co-Founder, Payments Startup
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