I, Araminta, Mint Studios’ founder, saw first hand how marketers were being held accountable for leads, deals and customers, and yet were investing in content that only brought in traffic.

This led me to start Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers with content.

We use our own framework that allows us to help companies like Jeeves, Zai, Fintel Connect and more acquire leads, deals and millions in revenue with our methodology.

Read about:

  1. The framework

  2. How we work

Read about our thoughts on AI and content: Is SEO Still Relevant in 2025? How to Adapt to AI Trends in Search

The framework

🏛 A strategy based on Bottom of the Funnel and customer research

Most content strategies are based on educated guesses and “customer research” which is mainly seeing what competitors are doing and reading forums. This leads to a content strategy that doesn’t really speak to the ideal customer and to content that doesn’t resonate. Most content strategies also start with Top of the Funnel content and thought leadership, which rarely brings in attributable leads.

Our approach: When we first start working with your company, we’ll spend some time interviewing the salespeople, product people and others on your team to get a good understanding of your ideal customer and their pain points. 

We’ll then create a content strategy based on that initial research, with a focus on Bottom of the Funnel content: people who are aware they have a problem and are actively looking for a solution.

This allows us to generate results more quickly before going up the funnel. You can learn more about BOFU content here: What is BOFU (Bottom of the Funnel) Content and Why Is it Important?

🏛 Run Google Ads to test keywords and get results sooner

Google Ads, SEO and content are all targeting the same kind of person: someone doing research online. That’s why it’s so important that all teams responsible for these functions are talking to each other and combining efforts to ensure they are as effective as possible.

And yet, in practice we’ve seen that these teams are typically siloed, and rarely lean on each other.

Our approach: Google Ads and SEO is a big part of what we do. When we first start working together, we’ll go through the historical data of your Google ad account to help direct our content strategy and decide which keywords to target. We’ll also work with your ad agency to see which are performing well and which are not.

Finally, we’ll also run “SEO Support” campaigns, where we’ll use Google Ads to test keywords before targeting them. This will allow us to get results sooner and in a more cost effective way.

🏛 Create content based on interviews and written for the level of the reader

Many pieces of content are too basic or general because they’re based on the writer doing general Google research, rather than from an expert point of view.  

This causes a few issues:

  • The lack of information means the writer can’t focus on the ideal customer’s pain points and make it compelling to the reader.

  • The article isn’t based on expertise and therefore doesn’t stand out.

  • The article can’t go into detail about your product, and you risk missing out on potential conversions.

Our approach: The initial time we spend understanding your product, company and target market makes it a lot easier for us to create expert-based, accurate content.

We’re also able to do this because 90% of the content we create is based on interviews with experts on your team. This allows us to:

  • Highlights important features of your product so that you stand out from competitors.

  • Will contain screenshots and important details of your product wherever necessary, meaning you'll connect with your ICP more often and there's a better chance they'll convert.

  • Will contain original content that only your employees know and makes you stand out as a Subject Matter Expert.

  • Is advanced and can be written for a more technical audience, which will enable you to be seen as an authority to your target audience.

Ultimately, it allows us to create content that is on a whole other level to the “beginner” regurgitated content that you often find online – and which is the type of content that brings in conversions.Here are some examples of content we were only able to help create because they were based on interviews with experts:

🏛 Track business results of content and ads

All too often, marketers are only measuring traffic to track the success of their content. But an increase in traffic doesn’t equal an increase in conversions.

The lack of correct tracking and attribution often leads to content budgets that are often questioned, making it harder to get more budget, hire people or get more time commitment from experts.

Our approach: We set up all the conversion tracking in Hubspot and Google Analytics, which allows us to see first and last click attribution.

We can track:

  • People who discovered an article and then completed a form 2 - 3 months later

  • People who entered via a product page, read a blog and then completed a form

  • People who at one point in their journey completed a form

Most importantly, we can see the opportunities and deals created and the journey the user went through before submitting a form, allowing us to see the true influence of content. This makes it a lot easier for you internally to build a business case for content. 

How we work

Diagnostic

Before doing any work, we like to start engagement with a 2 week diagnostic. The 2 week diagnostic allows us to get a better understanding of your business, for you to see how we work and for both parties to answer three key questions:

  1. What is and isn’t working for you across content, SEO and Google Ads?

  2. What is the opportunity for your across content, SEO and Google Ads?

  3. How can we execute on that opportunity?

It’s 2 weeks, and from your side the commitment involves:

  • Kick-off call

  • 1h interview with a salesperson

  • Access to Google Analytics, Google Search Console, Google Ads and HubSpot

  • Slack/Teams channel

  • 1h content strategy presentation

It costs a total of $1,200 / £1,000 and at the end of it you get:

  • Findings and recommendations for content marketing

    • Content topic ideas (incl. keywords)

    • SEO recommendations

    • Content type recommendations (e.g. case studies, sales enablement, etc)

    • Google Ads recommendations

  • Hubspot and Google Analytics reporting set up for content attribution

  • Proposal on how to move forward

There isn’t a requirement to move forward with an engagement after the diagnostic is complete. 

Some feedback we’ve received:

“You’ve simplified all the 20+ SEO and Google Ad reports and explained to us in plain English what is and isn’t working, and what we need to focus on. We have a lot more clarity on how to move forward”

“You’ve helped us put a financial number to the business opportunity with content, which has helped us make a case to leadership and diversify our channels”

In general, clients find it’s a great way to get a third party, objective point of view on the status of their digital marketing and a clear plan on how to move forward.

Interested? Click the button below and let’s have a chat.

Monthly engagement

After the diagnostic, we’ll have a clear proposal on how to move forward if you choose to work with us. The proposal will typically include three options, with three different ways to execute on the opportunity. It’ll typically include different monthly engagements with a variation of:

  • Number of new blog posts

  • Number of blog posts to optimise

  • Backlinks

  • Google Ad campaigns

  • Design

  • Goals and expected ROI

Our monthly engagements are typically between $5,000 - $10,000 per month.

Want to learn more? Click the button below.

 
 

What clients have to say

 
“We wanted to move beyond ‘content output’ and focus on ‘content outcome’, specifically commercial outcome. Our team and the Mint team very quickly became hyper-aligned around the commercial objective of the BOFU content, having this shared target meant we got to results faster.

Having the kind of working relationship where it really feels like we were on the same team, means that assessment of the BOFU content performance is about continuous improvement and optimisation and not about assigning fault, blame or excuses which can often happen in client/agency relationships.

The Mint solution is specialised, out-come driven and transparent. The team are experts in what they do and are a joy to work with.”
— Andrea Linehan, CMO at Zai
 

Have any questions or want to learn more? Reach out to us below!

 
 
 
 

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