Episode 67

How To Grow Customer Acquisition Without a Big Marketing Budget in 2025 | Araminta Robertson, Founder Mint Studios

We live in a world where marketing acquisition budgets are tight and we have a ton of pressure to deliver growth! - as a result content marketing has emerged as a powerful strategy for FinTech growth.

In this episode, I speak with Araminta Robertson, Founder of Mint Studios, and we answer the big question: How to leverage content marketing effectively in the FinTech space?

Araminta brings deep expertise in content strategy and SEO and shares insights on building effective content strategies that drive measurable results and explains why bottom-of-funnel content is becoming increasingly crucial in the age of AI.

We explore how content can bridge the financial education gap, the strategic approach to SEO in an AI-driven world, and the balance between brand awareness and lead generation. We also discuss the challenges of creating technical content that resonates with B2B audiences and the importance of authentic expertise in content creation.

🔑 Key Highlights:

  • The shift from paid acquisition to content marketing as budgets tighten
  • Why bottom-of-funnel content is crucial for driving measurable results
  • How AI is changing SEO and content strategy in 2025
  • The importance of technical expertise in FinTech content creation
  • Why customer obsession should drive content strategy

👉 Follow Araminta:

LinkedIn: https://www.linkedin.com/in/aramintarobertson/

Website: https://www.mintcopywritingstudios.com/

👉Follow Monica:

LinkedIn: https://www.linkedin.com/in/monicamillares/

YouTube: https://www.youtube.com/@moni_millares

TikTok: https://www.tiktok.com/@moni_millares

We cover:

[00:00:00] The challenge of FinTech growth with tight budgets

[00:01:19] How content democratizes financial knowledge

[00:07:23] Content marketing ROI and measuring success

[00:13:52] B2B FinTech content challenges

[00:17:28] Introduction to Mint Studios and FinTech Marketing Hub

[00:20:05] Building an effective content strategy

[00:25:54] The impact of AI on SEO

[00:33:26] In-house vs. agency content creation

[00:37:00] Finding quality FinTech writers

[00:41:24] Content distribution strategies

[00:44:11] Building customer-centric FinTech businesses

SEARCH QUESTIONS

  • What is the future of FinTech content marketing in 2025?
  • How to measure content marketing ROI in FinTech?
  • What is bottom-of-funnel content in FinTech?
  • How is AI changing SEO for FinTech companies?
  • Should FinTechs build in-house content teams or hire agencies?
  • What makes effective B2B FinTech content?
  • How to create technical content that converts?
  • What is the best content distribution strategy for FinTechs?
  • How to balance brand awareness vs lead generation in FinTech?
  • What skills do FinTech content writers need?
  • How to create content with limited marketing budget?
  • What is the impact of AI on FinTech content strategy?
  • How to measure content marketing success in FinTech?
  • What are the best SEO strategies for FinTech companies?
  • How to create authentic FinTech thought leadership?
  • What content formats work best for B2B FinTech?
  • How to stand out in FinTech content marketing?
  • What is the role of technical expertise in FinTech content?
  • How to build a scalable content strategy for FinTech?
  • What are the common FinTech content marketing mistakes?

#FinTechMarketing #ContentStrategy #B2BFinTech #FinTechGrowth #ContentROI


Disclaimer: This episode does not constitute professional nor financial advice and does not represent the opinion nor views of my current, past or future employers. The guest has agreed to record and release our conversation for the use of this podcast and promotion in social media.

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About the Podcast

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Purpose Driven FinTech
Building & Growing FinTech Products With Customer & Commercial Impact

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About your host

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Monica Millares

Monica advocates for financial safety for all. She is the Product Principal at BigPay, where she leads Product and Design. As part of the founding team, Monica led building BigPay’s product from zero to one, to multi product line, and international expansion. Her leadership shaped the culture and ways of working to grow from startup to scaleup. BigPay has over 1.4 million customers, and has presence in Malaysia, Singapore and Thailand.

Monica has almost 20 years’ experience in Financial Services. Prior to BigPay, she was one of the first joiners in UK’s challenger Tandem Bank, where she focused on building credit cards from scratch. Previously she worked in leading Financial Services brands like Visa, Barclays, and a Mexican Development Bank.

She sits on the Board of PayEd, and is recognised as Singapore’s #Fintech65 Product Leaders and Women in FinTech. She’s been multiple times speaker at the prestigious conference Money2020 and shared stage with JP Morgan, Standard Chartered Bank, Konsentus, and Money2020’s Rise Up. Her commitment to innovation and financial inclusion resonates in her podcast “Purpose Driven FinTech” where she explores how FinTech’s can have 10x more impact.

Monica has a background in Engineering and a Master’s Degree on Analysis, Design, and Management of Information Systems from the London School of Economics.