Blog content for United Fintech
The client
With offices across the globe, United Fintech puts the very best FinTech and RegTech tools, products, and solutions all in one place, empowering financial institutions to thrive and compete in the digital era. Put simply, they invest in exciting fintech startups and help them to grow by offering a portfolio of innovative solutions harnessing the latest technology.
The project
We have a track record of tackling complex financial topics, so United Fintech was a perfect partner. They approached us specifically because of our experience in funds and niche investments, looking for help with blog content that would communicate key marketing messages, provide resources for customers, improve visibility in organic search results, and ultimately lead to better brand positioning.
Everything needed to be researched and written to journalistic standards, with an appropriate tone to engage and add value for an audience of B2B institutional investors. As with all blog post projects, we would also need to be heavily involved in content strategy - shaping what that might look like now and in the future.
The work
United Fintech wanted content that positioned the startups they had acquired as disruptive solutions for institutional investors. This would primarily be a mix of brand building, thought leadership, and SEO-led pieces, but we were also looking to increase website rankings via a content hub strategy, with hubs dedicated to each startup’s area of expertise.
The Citra approach always puts collaboration above all else, so we worked closely with the SEO, marketing, and product teams to better understand the niche and target audience pain points. Once a strategy was established, we could use these insights to identify the best primary sources for the information we needed, and went through a detailed research process for each piece of content. Drafts were produced for key stakeholders to review and feed back on, after which we’d jump on a call to discuss and make any changes.
“Citra Content are crushing it. They create high-quality finance-related content and are a pleasure to work with.”
Casper Rouchmann, Head of Marketing, United Fintech
The outcome
Working closely with our clients helps us to build strong, lasting relationships - and United Fintech is no exception. Now that the foundations are established, the Citra team can plug in on-demand, using our financial expertise to create journalist-grade content that truly resonates with the target audience.
Over time, we’ve built a comprehensive bank of optimised resources for the United Fintech website, and the client couldn’t be happier. They tell us they’ve seen some fantastic results, including improved SEO rankings, increased site traffic, and a higher level of engagement. Even the product team are feeling the benefits on their side too, thanks to the content building authority and positioning for their solutions.
Get in touch to find out how we can help with your next project.
