Originally published in January 2025
Senior copywriter and content strategist James Richter has many years of experience in B2B tech and finance, having led content initiatives for some of the biggest names in each industry—but he still finds time to focus on his own creative pursuits. When he’s not enjoying the outdoors in and around LA, you can find him writing and directing short films, cooking up a signature dish, or perfecting his game of Pop-a-Shot.
In this edition of 37 Questions (Block Club’s take on Vogue’s 73), James shares his thoughts on emerging marketing technologies, hot tips for brands trying to get on influencers’ radar, and which racecar he’s dying to drive—along with dozens of other personal and professional insights.
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Can you walk us through a typical day in the life of James?
I don’t know about typical, but here’s an ideal Saturday: In the morning, I have some coffee while I watch some golf or football, depending on the season. Then I walk Miles, my Shiba Inu, to the farmers market. In the afternoon, I meet some friends to play beach volleyball until the sun goes down. On the way home, I pick up In-N-Out and enjoy it at home in front of a good movie.
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What sparked your interest in fintech?
I’ve always been interested in finance and technology, so naturally the combination of the two only stokes my enthusiasm. I’m continually amazed at how companies are building incredible back-end technology to power today’s financial tools. I’m also impressed by companies like Robinhood that are designing super user-friendly experiences to encourage market participation from people who otherwise might have stayed on the sidelines.
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Can you tell us about your experiences strategizing and writing for B2B tech?
I began my career at a B2B tech agency in Chicago. As lead of the digital content team, I designed and oversaw the execution of content strategies across our clients’ websites, social media channels, and paid and earned media. I then moved to another agency as senior content director, where clients included large financial institutions like JP Morgan Chase, New York Life Investments, and Discover.
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What else do you like to write about?
Outside of work, I’ve enjoyed learning the craft of screenwriting. It’s an immense challenge both logistically and creatively to map out a story and get it on the page using action and dialogue, but I find it fun and rewarding.
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Where do you turn for inspiration?
I get the most inspiration out of conversations with other people, whether they’re old friends or people I’m meeting for the first time. I’ve found that the best insights and ideas come from those unexpected sparks and connections that are made when you’re just freely talking about any subject.
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Did you always know you wanted to be a writer?
I knew when I was in college, as I was going through journalism school. I was never convinced that I wanted to be a journalist, though.
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Have you made any surprising career choices along the way?
I made a risky one—to take a year off to explore some creative projects and reconnect with myself. I’m very happy I did.
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Can you tell us about any of the creative projects you pursued?
I wrote and directed a short film. I had always wanted to make a movie, but I’d never directed anything before. I live in LA, and during the WGA writer’s strike, very few people in the film industry were working. So I was able to find some incredibly talented actors, camera operators, and other post-production folks to help me turn a short script I had written into an actual film. It was a crash course in how to make a movie, and I loved every second of it. It ended up screening at the Marina del Rey Film Festival, and it was really cool to watch it on the big screen.
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What is one thing you wish you knew in your first job?
Getting big results means taking small, incremental steps every day.
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What would be your career in an alternate universe?
Race car driver. I’ve never driven a race car, but I’m convinced that I’d be great at it.
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What would be your first-choice car?
My dream car is a classic Porsche 911 Targa.
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What brands do you admire?
Pixar, BMW, Jordan
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What do you do when you’re not writing?
Lots of things! I like to cook and to eat food prepared by more capable cooks. I like to watch movies I’ve never seen before. Go for hikes and walks. Did I mention eating?
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You did. Any favorite dishes?
My grandmother’s chicken tetrazzini. Boeuf bourguignon. Raw oysters.
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Do you have any hidden talents?
I am very, very good at Pop-a-Shot.
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What’s a favorite childhood memory?
Going to Steamboat in the summer, which we still do every year
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What’s on the soundtrack to your life?
Tom Petty, Dr. Dre, The Beatles, and Thelonious Monk
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What’s the smallest hill you’d die on?
I do not want to play Cards Against Humanity.
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What’s the best place you’ve ever been?
Park Güell in Barcelona
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If you could travel to any place from any time, where/when would you go?
Paris in the Jazz Age. Basically what Owen Wilson’s character does in “Midnight in Paris”.
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What’s the last movie you really enjoyed?
“Paris is Burning” (1990), a documentary about drag queens in New York City.
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What would be your first pick in a book club?
I want to read Antkind by Charlie Kaufman, so that would be my pick.
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Is there a fictional character you identify with?
Lots of them, in different ways. But I grew up reading Calvin & Hobbes and always related to Calvin.
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Were you just as mischievous?
Yes!
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What’s the spinach to your Popeye?
Eggs. I pretty much have to eat them every morning.
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Fried, scrambled, or sunny-side-up?
I go back and forth between two scrambled eggs with toast or one sunny-side-up egg on top of toast, depending on how hungry I am.
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What’s your favorite holiday?
The Fourth of July. It’s just always a great time.
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Is there a cause that’s near and dear to your heart?
Save the Children, which helps educate kids in the U.S. and around the world
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What achievement are you proudest of?
Graduating with a degree in journalism from the University of Missouri
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What would you say is the greatest marketing campaign of all time?
The Apple 1984 campaign directed by Ridley Scott. It’s iconic and one of the few commercials to actually qualify as art.
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How do you think the marketing industry has changed since you first started working?
Influencers and word of mouth via social media now rule the day. If people aren’t talking about your brand, you’re irrelevant.
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How do you think brands can best get on the radar?
Brands need to create content that invites participation. Let your audience be a part of your brand’s story. The old walls between brands and customers are gone, so you might as well have some fun with it.
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What industry changes would you like to see over the next few years?
I’d like to see retargeting get smarter, and this applies to B2B as much as B2C. Ad platforms should not only know when B2B users make a purchase, but be able to estimate what stage of the journey they’re in and serve up the right content accordingly.
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What’s your take on the role of technology in modern marketing?
I think it’s generally very sophisticated, but you still need creative, user-focused content to make any marketing campaign successful.
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What’s your favorite kind of content to write, and why?
I like writing video scripts, because I’m forced to imagine what will be happening visually on screen, what will be said, whether there will be text, and so on. It’s a fun challenge, both creatively and logistically.
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Do you have any advice for aspiring content marketers?
See what you can create using only your phone. Stick to what interests you, and start experimenting.
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If you had to sum yourself up in a few keywords, what would they be?
Big ideas. Simple execution. Always be iterating.