Hey everyone,
Araminta here.
In today’s newsletter, I want to tell the story of how this niche fintech company was able to bring in 7 figures in revenue from content.
Although of course it’s a great case study of our work, what I really want to showcase here is how, when done well, content can be the primary growth driver of a company.
Later below, I will try to explain the types of content for which this method works especially well for, and what you can do at your company to get similar results.
If you are in a niche and technical space, this case study is for you.
High level results: 25+ monthly inbound leads, 53% LLM visibility and strong rankings
Fiska is an embedded payment solution built specifically for SaaS platforms, founded by an experienced team with roots in both software and payments. One customer can be worth anything between $500k - $10M, so we didn't need a huge number of leads per month to make the ROI worth it.
Here are some of the results after doing content for 1.5+ years:
- Monthly inbound leads grew from 0 to 25 per month
- 38.5% of all inbound leads from content were marked as opportunities
- Impressions increased 25x, and blog traffic increased 142%
- Ranking on the first page of Google for 81% of targeted buying keywords, with 67% in the top 3
- LLM visibility grew from 4% to 53% for 50 key prompts
Read the full case study here: Case Study: How We Helped Fiska Build a 7-Figure Content Pipeline From Scratch
Before doing content, this was their situation
- They had tried outbound sales, targeted lists, emails, calls, but it wasn’t working as well as they wanted consistently or at scale. The problem with outbound is that even when you reach the right person, the timing is often wrong, which drags out the sales cycle. They needed to grow the company, but their existing strategy wasn’t working.
- Their website was very new with low domain authority, so they were not appearing on Google
- They hadn’t published much content and didn’t have any backlinks, so LLMs weren’t aware of Fiska either
- They were struggling to find a partner / freelancer who could write about the nuances of certifications, pricing models, acquirer relationships, and compliance and therefore create content at the quality that was necessary
Why did content work (and how can you make it work for your company?)
Start by targeting people at the right intent stage
Anyone who follows us and reads our content knows this is our method: start by targeting people who are close to converting.
When we started with Fiska, we didn’t kick-off with a report on “why embedded payments is the future” and then try to get people to download it. Our objective was to bring in more contact form submissions, in other words real prospects who are ready to buy.
This means getting Fiska to appear at the right moment when they do research on topics like:
- SaaS embedded payment solutions
- When to become a PayFac
- How to monetize payments for SaaS platforms
By taking this bottom-of-the-funnel (BOFU) approach, Fiska went from never being part of the conversation to appearing at the exact point that people are ready for a solution.
This is not to say it’s not worth doing reports, white papers and more high level content. It’s just that you want to start with the people who already have money in hand and are actively searching for your solution. They’re already searching, so why not reach them first?
You can see in the form submissions, everyone completing a form was clearly looking to buy.
(the types of form submissions that were coming a few months after we started publishing BOFU content)
Whether it was content for SEO or content for LLMs, we started with those topics.
Involve the experts to create genuinely original and useful content
Your actual prospects are reading your content, so if it’s low quality – what does that say about your brand? If you aren't willing to put the effort into making good content, are you likely to put the effort into the business relationship?
Also to appear on Google and LLMs, it’s super important that your content adds something new to the conversation and that it is not regurgitated AI slop. Not only does this turn off your customers, it could lead to your website being penalized by Google.
We’re not against using AI in the content creation process, it just has to be done right and carefully. Most importantly, it has to involve an expert.
We would interview Patrick Huynh, Fiska’s CEO, and other members of the Fiska team on a monthly, or even weekly basis. This allowed us to write about topics that the ideal customer actually wanted to read.
This is what I’d recommend you do as well: involve your experts in your content creation process. This could be asking them to record their thoughts in a voice note and send it over, or be open to being interviewed for content.
You can read examples here of the type of content we were able to produce thanks to this approach:
- What you need to know about pricing models in SaaS payments
- PayFac vs ISO: What’s right for your SaaS platform?
- Omnichannel payment solutions for SaaS: A complete guide
In our our most recent report where analyzed how 10 of the top fintech companies do content, we also saw that the top companies use experts a lot as well. You can check out the report for yourself here: How the Top Fintechs in the World Do Content
Get your tracking in place
If you have HubSpot, you’re 90% there. By just looking at the first and last page and multi-touch, you can see who is reading your content (and if you don’t have HubSpot, a third party tool like WhatConverts can also enable this tracking).
However, it’s also important to track overall leads, since more and more people are just coming from LLMs. This means a lot of information is lost: a lot of LLMs don't pass on referral information, meaning we can't track them. Also more importantly, it's just not how people use LLMs. Most people will talk to the tools, investigate a solution, and head to Google: it's impossible to attribute this to LLMs.
But if you see your total leads go up and your LLM visibility, you can be confident there's an impact.
With Fiska, we were tracking both. Because Fiska was getting 0 inbound leads before, we knew even those coming via /contact or a product page were coming via our content.
Why did content work so well for Fiska, and would it work for your company as well?
We initially did Google Ads for Fiska, but the results we were getting for the cost was not strong enough to be worth it. Comparing Google Ads to content, Google Ads brought in an ROI of 5x, and content brought in an ROI of 64x!
When done well, content can be a primary growth driver of a company. However, content marketing doesn’t work for everyone. What types of companies work well for content? Here are my thoughts:
- Your company sells a complex product or operates in a complex niche. Embedded payments is a new space and quite complicated. That means that the prospect has to do their research and is likely to spend some time on Google / LLMs and reading a lot of content. Any niche / industry where the prospect has to do research is a good one for content, because education is part of their job. If you help them learn about a specific topic, they will trust you more and want to work with you specifically.
- Your website is simple / straightforward. If you have a 10+ year old website with a lot of legacy pages, many technical SEO errors and a complex user flow, it could take a lot longer for content to work. This is because ranking high on Google is key to appearing on LLMs and of course on Google as well. If you struggle to rank, you’ll struggle to get in front of your BOFU prospects.
- There is demand for your product. This may sound self-evident, but if you have a very innovative product that people aren’t searching for yet, it’ll be hard to reach them online. This could be, for example nowadays, a new type of stablecoin, or something around agentic commerce. If it’s a very new topic and the demand is not there, it could be harder to reach that audience
Content is more important than ever
With AI and changes in Google, content has become more important, not less. And when we say content, we mean high quality content that genuinely educates, answers the prospects question and builds the brand.
It’s very tempting to automate all this and create AI slop, but if Fiska got deranked by Google tomorrow, they would go back to 0 inbound leads. It’s not worth it.
If you think content could be a growth driver for your company, the methodology above should work for you as well. Feel free to respond to this email if you'd like us to share our thoughts as well.
Mint Studios Recommended Reads
- What 34 Studies Reveal About AI Search in 2026: Everything you need to know about what works with LLM visibility in one place
- Self-Promotional Listicles Aren't the Problem. Bad Content Is: Listicles are not inherently bad, it's the low quality ones that are the problem.
- What is BOFU (Bottom of the Funnel) Content and Why Is it Important?: If you're new to BOFU content, this article is a good place to start
Thanks for reading,
Araminta & the Mint team 🎉
We help financial services and fintech companies acquire customers and position themselves as experts with content marketing. Learn more about what we do.
