Our Proven Method
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.
Our Approach to Success
We use our own framework that allows us to help companies like Yapily, Jeeves, Zai, Fintel Connect and more acquire leads, deals and millions in revenue with our methodology.
Alignment on commercial outcomes
Many content strategies are focused on creating Top of the Funnel content and optimizing for high level metrics like traffic, bounce rates or white paper downloads.
Although these are still good to track, the most important metrics are always missing: the commercial ones.
Leads, MQLs, SQLs, deals, closed won deals and revenue.
Our approach: When kick off all our engagements with a 2-week Diagnostic, which allows us to answer three key questions:
- What's currently working and not working across content, SEO and LLMs?
- What's the opportunity across content, SEO and LLMs?
- What does execution look like?
Most importantly, we look at everything through a marketing and commercial lens.
We're then able to present a proposal that is a lot more aligned with your objectives.
A content strategy focused on the Bottom of the Funnel and based on 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 helps commercial outcomes.
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.
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 and lazy ChatGPT prompting 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:
- Is smart home insurance about to become mainstream?
- Split payments API: How Zai's API can help you set up a custom payment workflow
- How to Prepare for an FCA Safeguarding Audit
- PayFac vs ISO: What’s right for your SaaS platform?
Tracking and reporting commercial outcomes
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
How we measure results
Leading indicators
We'll track metrics like:
- Traffic
- LLM visibility
- Traffic breakdown
Mid-funnel indicators
We'll track metrics like:
- Number of form submissions
- First, last and multi-touch leads
- Lead sources
Commercial indicators
We'll track metrics like:
- Number of qualified leads
- Deal size
- Number of closed won deals
Why work with us?
The Mint team have quickly become an extension of our team, reliable, proactive and genuinely invested in our success.
Results our clients get
Fintel Connect Grew Website Enquiries by 58%
We were able to:
• Grow enquiries by 58%
• 15% of enquiries were enterprise level (including publicly listed companies)
• Impressions grew by 133%
• Ranked on page 1 for 20+ buying keywords
Zai generated enough closed won deals to cover costs
We were able to:
• Bring in multiple high quality SQLs per month with content
• Connect content to deal value and closed won deals
• Create technical content that positioned them as a leader in this space
Jeeves saw conversion from the blog grow 10% month on month
We were able to:
• Grow leads from the blog by 10% month over month
• Reach a pageview to qualified lead rate as high as 2.4%
• Rank on the first page of Google for 30+ buying keywords
Our clients see real results with Mint Studios.
Mint Studios feels part of the team, not just an external agency
We’ve had a great working relationship with consistent high-quality bottom-funnel content outputs that have achieved our goals of demonstrating expertise, generating consistent inbound interest, and ranking in top positions for the keywords we care about. There has been tangible, measurable results, which isn’t always easy to say about content.
The Mint team are really great. They know their stuff and their SEO approach is exactly what we need. They help us consciously decide content themes that increase findability with our target audience. They are flexible and patient, and their strategy and writing is 100% solid, making them a valuable partner for us.
Since partnering with [Mint Studios], we’ve seen a significant uplift in content quality, along with a clear increase in organic traffic and lead generation. They’ve quickly become an extension of our team, reliable, proactive, and genuinely invested in our success.
The Mint solution is specialised, outcome driven and transparent. The team are experts in what they do and are a joy to work with.
Mint has been integral in helping us with translating product experience into content for our customers. Using their interview-led processes, they have taken care of the entire workflow, from collaborative ideation through to additional research, and finally, to writing and editing. We are now regularly translating our own knowledge into helpful content that ranks for key B2B keywords meeting our strategic goals.
We went from getting no leads from the blog to ranking on Google for top keyphrases and getting a 10% in leads month over month from the blog. It’s great to finally work with a content agency that actually wants to help us grow, and not just deliver blog posts.
We started working with Mint Studios and within a few months saw a 3x increase in organic traffic with some articles already bringing in leads!
Mint Studios’ content strategy was outstanding and some of the best value consulting we’ve seen.
Start turning content into conversions today
Contact us today to discover how we can help you engage and convert your audience.
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