The internet is crowded. Any business that wishes to stand out in the online space will have to squeeze and make way with creative and smart strategies such as content marketing to cross the competitors. However, it’s easier said than done!
With competitors constantly outranking you in Google, algorithms changing, and the target segment getting aware of marketing efforts, it’s continuously getting difficult to stand out.
One of the best tips that work out for any business is to be more data-driven. Yes, though you might hear numbers are not everything. But, it is the only way you can see if all your efforts are making a difference or not.
Strategy Vs. Tactics
Before we dive into the success story, let’s clear a misunderstanding. You might have often used strategy and tactics interchangeably. In reality, both are different. Do not confuse tactics with strategy.
Strategy is the path that you create. This road takes you from where you are to where you want to be. It is the basic framework or the roadmap that will help you achieve the business goals.
On the other hand, Tactics are the specific actions that you take to hit those goals. So, for instance, your goal can be to increase leads. To reach it, you can use tactics such as blogging, email marketing, paid media campaigns, and more. In short, tactics are these small steps that you take to traverse your path.
Turning Content Into A Big Business
The financial institutions and businesses that are established or have leads find it easier to build an audience. However, Mint had to start from scratch. This digital personal finance service was founded in 2006.
The company was not more than just an account aggregation service. Yet, currently, it has over 20 million users and is a household name.
In 2009, it was acquired by Intuit for $170 million. The new vision or the upgraded positioning of the brand is that it is a personal finance tracker that helps clients achieve their financial goals, keep a check on their budget, and find the best options on loans, auto loans, credit cards, and mortgages.
But how did it make it till here?
Just when Mint entered the market, it faced strong competition from competitors. It was an uphill battle that it needed to win. It had the challenging task of convincing the users that it was safe to consolidate their banking data under a single service. The concept was somewhat new, and thus the target segment needed to be educated and convinced.
The marketing team grouped and came up with a comprehensive marketing plan. The two major goals were to pose as a reputable, safe-to-use service and convince the people that they absolutely needed it.
Here are the most interesting content marketing statistics we think you should know. These further strengthen the stance that Mint took more than a decade ago!
– In 2022, 90% of content marketers plan to continue investing the same amount in the channel.
– Over 66% of marketers expect their budget for content marketing to increase than their 2021 budget.
– For B2B marketers, the top three options for content distribution are their personal website, blog, and newsletter.
– 5 out of 10 businesses that use content marketing publish content on a daily basis
– 81% of marketers view content as a core business strategy
Sources: Hubspot, The Manifest, CMI
Key Aspects Of Mint’s Marketing Strategy
Mint realized that their major customer demographic was likely to be millennials looking to get a handle on their finances. The MintLife blog was designed to target young adults who had questions about their finances. These people were looking for answers to questions such as:
– What is a credit score, and what goes into it?
– How and when to buy a house?
– What are the drawbacks of having bad credit?
– Is it possible to purchase a car with bad credit?
These blogs made a huge difference. The reason behind it was that the target audience actually required the knowledge that was being shared. So, in a way, Mint was engaging in marketing that was not looking like marketing. And that’s the best way to do it!
The blog-content marketing strategy successfully captured the attention of the prospective customers: the young professionals. Soon MintLife became the number one personal finance blog on the internet. The viral nature of the blog was key to the company’s rapid growth.
How rapid? Mint grew quickly enough to sell for $170 million. By 2013, the tool reached 10 million users. The loyal customers trusted Mint to handle their sensitive banking information because of the blog’s engaging and informative content.
The Content Dilemma
To produce content and see if it converts? Or, See what converts and then produce the content?
Here is a short analysis. Marketers and writers are nowadays striving to generate content at a fast pace that is keyword optimized. But is that enough?
No! The website might rank higher. But does that make your blog memorable in the long run? Does that content help you in converting the visitors?
Here is what can be done instead:
You should conduct an analysis of what your target segment might be interested in learning. Then, you can come up with a set of topics and develop content that will actually provide them value. Just like Mint did!
If you are not sure about any of these steps, you can talk to us. Be Eminent will analyze your target customer and produce quality content that you can regularly post on your website. What’s more? It will help you re-purpose it and help you use it on social media channels. In this way, you will deliver a unified message which is more effective and memorable.
The Hustle Of Building Content Demand
Mint relied on its website for sales and content marketing. Before we move further, here is a great marketing tip:
“Make sure that you have a virtual front, aka your website, that truly represents you.”
Check out the bounce rates, conversion rates, and have a focus group session to learn about the effectiveness of your website. After all, it is your 24/7 sales agent.
Want a website upgrade? Team Be Eminent knows the importance of website design and the content that follows the StoryBrand Framework by Donald Miller to perfect your website. Contact us today!
Circling back to Mint.
The company was heavily reliant on its website before it was sold to intuit. Plus, there were budget constraints. The marketing team produced amazing results under a tight budget by inviting finance bloggers that would write for free and sponsoring other finance blogs. These tactics helped Mint attract 20,000 email subscribers.
Check out our blog post on email marketing and how it fits into digital marketing strategy in 2022.
By seeding content on popular distribution sites, the company refined the process without wasting money. It established a strong presence on Digg and Reddit. In addition, it tracked engagement once an article first went live.
Initially, their system wasn’t able to handle allowing all 20,000 email subscribers to try the beta version of the product due to overwhelming demand. By creating an “I want Mint” badge on one’s blog or social media profile, Mint took the obstacle in stride and helped boost search ranking for MintLife content and generated even more buzz for the company.
All companies dream of having an audience that large, but for Mint, there’s no need to dream. The brand is committed to content from the beginning, and its owned media property is a model for other financial companies. Users can access articles and other resources, but they can also buy financial products.
So, what are you waiting for? It’s time to dust off that “Blog Section” on your website and product content that converts.
Remember! “Content Marketing is not just for delivering information. It’s about triggering conversation and increasing conversion.”
Get The Same Results As Mint With Be Eminent
As an essential part of the digital era, online marketing cannot be a one-size-fits-all solution. Every marketing campaign must be customized for a business, and ongoing changes must be made to continue meeting the company’s needs.
We have not only examined a number of different businesses and industries but also seen how marketing campaigns can shift in focus based on a company’s needs. So, Whether you need blog content that converts, email funnels, or a great website, Be Eminent can help you in all of these areas. Get in touch with us at www.beeminent.com.