Hey everyone,
Araminta here.
I wanted to share a cool story today: content works so well for this fintech company, that when we wrote up a case study of our work together they asked to keep it anonymous!
Content is a huge competitive advantage for them, so it makes sense they don’t want their competitors finding out what works.
I love this case study because it really shows what content can do when it’s tied to commercial outcomes. I thought it would be interesting to break down what the main outcomes were and how they were able to reach this level of content maturity.
The company is a global payments company that processes billions of dollars every month and works with customers across 4+ verticals. They work with leading brands that we’ve all heard of.
So how did content become a competitive advantage for this company? How does it work so well?
Let’s dig into a couple of the results we’re proudest of:
Leads via blog grew by 338.5%
This fintech company initially came to us because they knew content was key to acquiring customers, for a few main reasons:
- They operate in a relatively new market that isn’t well understood, so naturally their target audience has to do more research to understand it.
- Like many other B2B fintechs, they have complex sales cycles with multiple buyers involved, so content is key to ensure everyone is on the same page
- It’s a complex and high stakes buying decision, so the target audience will spend a lot of time doing research and ensuring they understand the value proposition of their product.
Because the marketing team already does a lot of work across multiple channels, the best way to accurately track the success of content specifically was by tracking leads via the blog (as opposed to overall leads).
We’ve found that the best metric to look at is leads that visited a blog at any point (also called multi-touch). This reflects how most buyers in this space use content: the decision is massive, so it’s natural for prospects to read multiple pieces of content across days or weeks before filling out a form.
We used WhatConverts to track this, I show how powerful the tool is in this video: How a fintech company grew SQLs by 400% [WhatConverts showcase]
What’s really great is that with this level of tracking, we could also see that almost ¾ of all organic leads visited a piece of content at one point in their journey. That’s how we knew content was a competitive advantage for them.
This also shows a few things:
- You can track how content influences a new customer
- You can figure out which topics seem to move the needle the most and prioritize those
Of all the leads we helped generate, 38% were SQLs
B2B fintech is an industry where sales cycles are long and complex. This is why just tracking form submissions and leads is not enough. You also want to track the quality of those leads to ensure you’re getting the right type of prospects.
I explain in the video above how we’re able to do this: essentially we match the leads that come through WhatConverts to those that appear in the spreadsheet which is linked to Salesforce.
As the lifecycle stage is updated in Salesforce, the spreadsheet is updated automatically, so we can track this in real-time.
This is how we knew that over ⅓ of the leads we were bringing in were SQLs, and over half were qualified (SQL + engaged).
We were also able to see the deal value of the leads that came in, which were routinely in the 6 figures and above.
Other results we achieved include:
- Of all organic leads, 71% visited a blog post at one point in time
- Ranking for 25 high value keywords in the top 3 positions and over 50 keywords on the first page of Google
- Impressions on Google grew by 32.5% from Nov 2024 to Nov 2025
You can read the full case study here: Case Study: How this Fintech’s SQLs From the Blog Grew by 466%
How did we achieve this?
Anyone who’s followed us for a while knows that this is the model that we use for every engagement and it’s how the fintech companies we work with are able to turn content into a competitive advantage:
- Align on commercial outcomes: before starting out, we analyzed the potential ROI of content and the KPIs we'd measure.
- Create a strategy that starts with the BOFU: we interviewed people on their team to understand their ICP and pain points and started by targeting those who were actively looking for a solution like theirs.
- Create content based on interviews: 90% of the content is based on interviews with their experts, allowing us to create content that their ICP would actually want to read.
- Track and report on commercial outcomes: we used WhatConverts and Salesforce to track not just leads, but actual SQLs and deal value from content.
Key takeaways for you, the marketing leader
Content can be a competitive advantage when done well
Many fintech companies underinvest in content or don’t consider it a priority – this is understandable if the content isn’t the best quality and you know deep inside your target audience isn’t reading this.
But what this case study demonstrates is that when done well (and no, you don’t need to become a media company to do content well), content can do more than just be ROI positive.
It can be an actual competitive advantage. Your competitors are not creating this type of content, which means this is a key way for you to stand out.
The key is connecting content to commercial outcomes
The reason content is under-invested in is because marketers are not tracking and proving its contribution. It’s hard to see content as a competitive advantage or as having a real impact if you don’t have the tracking in place.
The clients we work with are regularly surprised when we complete a Diagnostic and are able to show them that content has already helped contribute millions to their bottom line. It’s possible that it already does that for you now.
It’s really worth setting up a Looker (now Google Data Studio), HubSpot dashboard or WhatConverts so you have a true understanding of what works. We’ve written a guide on how to do that for HubSpot here: How to Track the Quality of the Leads Your Content Brings in [With 6 HubSpot Reports]
Hope all that’s helpful – if you have any questions on how content could work for you, hit respond to this email and I’ll get back to you.
Mint Studios Recommended Reads
- How to Track the Quality of the Leads Your Content Brings in [With 6 HubSpot Reports]: Our most comprehensive guide on tracking leads with content if you have HubSpot
- How to Write About Your Product In Your Content [And Increase Conversions]: A big part of creating content that converts is including info about the product!
- 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.
