About Mint Studios

We are a team of content marketing experts who fundamentally believe content marketing can grow a financial services company.

We started Mint Studios because we fundamentally believe content marketing can grow and transform a financial services company. We help financial marketers:

1. Create expert-based content that positions the company as a thought leader

2. Create content that brings in customers and revenue, not just traffic

3. Focus on the wider marketing strategy, while we work on content

4. Track and prove the contribution content marketing makes to revenue

We’re a team of writers and strategists who have worked in-house, on a consulting basis and now as an agency with financial services and fintech companies. We’ve seen first hand the issues financial marketers face, such as:

• Struggling to find writers who understand financial services and spending hours rewriting and editing content

• Being embarrassed by the low quality of the content on their website

• Not being able to prove how much revenue their content brings in

• Having their content marketing budget questioned

I, Araminta, started Mint Studios because I could see that financial services companies weren’t leveraging content marketing as much as they could.

After working in-house for a fintech company and subsequently as a consultant, I saw first hand how B2C and B2B financial services companies needed content marketing for a three main reasons:

• To educate: we aren’t taught about taxes, investing and mortgages in school, which means companies that sell these services need to educate their audience in order to acquire them as customers. In the B2B industry, financial services is such a complex industry that your buyer needs to spend time understanding the topic before making a purchase decision. Content is fundamental to financial services companies looking to grow because you need to educate prospects in order to turn them into customers. 

• To build trust: picking your pension provider isn’t the same as opening a social media account. When selling a financial product, the stakes are higher since the consequences are more serious if things go wrong. This is the same in B2B: a business financial decision gone wrong can have serious consequences. That’s why your audience needs to feel they trust you before opening an account with you. An audience that reads and consumes your content is more likely to trust you and work with you because you are choosing to educate them and let them make their own decisions. 

• To acquire customers: buyer behaviours are shifting and consumers now prefer doing their research before making a buying decision. 81% of consumers will do online research before making a purchase, and buyers are 3x more likely to research your competitors than 10 years ago. Content allows you to be in front of the right customers at the right time, and move your acquisition strategy from outbound to inbound.

But you can’t educate, build trust and acquire customers with content that:

• Is regurgitated from content found elsewhere and doesn’t say anything new or useful (you’re not really educating them then)

• Clearly doesn’t come from an expert point of view (you lose trust)

• Is too basic and is written for the wrong audience (you’re not educating, you lose trust and you won’t acquire customers)

At Mint Studios, we help financial services and fintech companies create content that educates, builds trust and acquires customers via:

🏛 Content strategy based on customer research and aligned with business objectives.

🏛 Content for the level of your reader that can talk about your product.

🏛 Content based on interviews with internal experts.

🏛 Content written by specialists in financial services and fintech.

We’ve worked with clients including Confused.com, Modulr, Persona, Jeeves in two main capacities: 

1. Creating educational and thought leadership content that helps build trust and acquire customers

2. Creating content and a strategy that is highly focused on customer acquisition with BOFU content.

You can learn more about our method here: Mint Studios Method

We’re also big financial services/fintech nerds. Araminta runs the Market Like a Fintech podcast, a 1,800+ person fintech marketing Slack group and publishes a financial services content marketing newsletter every 2 weeks.

With content marketing, we’re able to do more than write about something interesting. We’re able to help financial services and fintech companies that are helping build the financial infrastructure of the world generate customers. All while creating content that people find useful and actually enjoy reading.

Interested in working with us?