Case study · Fintech
Content a compliance team will sign and a developer will read
A fintech platform sold to finance teams and developers, two audiences that can tell at once when a writer does not understand the subject. This is how we built a content programme written with the client's own experts and approved by compliance without months of delay.
Project overview
Content written with the people who build the product.
- Industry
- Fintech
- Client
- Confidential
- Solution
- Content marketing
- Platform
- Headless CMS + documentation site
- Timeline
- 6–9 months
- Team
- 4 people
- Audiences
- Finance leaders and developers
- Review
- Subject expert and compliance
- Measurement
- Sign-ups and sales conversations
Expected business outcomes
What the client set out to achieve
Content was judged on what readers did next.
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50–100%
More organic traffic to guides and documentation
Guides answer the questions finance teams and developers search for.
Target range over nine months
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25–45%
More sign-ups that began with content
Each guide leads to a relevant next step.
Target range; measured by first touch in the CRM
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5 days
From draft to compliance approval
A defined review path replaces ad hoc email threads.
Target for standard articles
Business challenges
Where the client started
The company knew a great deal and published very little of it.
Blog
Company news and product announcements, read mostly by employees.
Documentation
Accurate, hard to find and invisible to search.
Experts
Engineers and compliance staff with no time to write.
Approval
Each article waited weeks for sign-off.
Competitors
Rivals ranked for the basic questions in the category.
Proposed solution
What the content programme covered
A system for getting expertise out of people's heads and through approval.
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Topic map
Questions by audience and buying stage, prioritised by search demand.
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Expert interviews
Thirty-minute interviews turned into articles the expert then checks.
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Developer guides
Integration guides and examples structured to rank and to be used.
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Compliance workflow
Approved wording, a claims checklist and a fixed review time.
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Distribution
Each piece reused for email and LinkedIn.
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Content reporting
Sign-ups and conversations traced to the content that started them.
Project requirements
What the client asked us for
The request was thought leadership. What the audience wanted was simpler: clear answers to hard questions, written by someone who had actually done the work.
The compliance team was treated as a reader, not an obstacle. Agreeing approved wording for common claims removed most of the delay.
What the project had to deliver
- 01Content experts are willing to put their name to
- 02Approval in days, not weeks
- 03Guides that rank and convert
- 04Documentation people can find
Key challenges & considerations
What made it harder, and what we did
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Financial promotion rules on every claim
What we did
Approved wording for common claims was agreed with compliance, along with a fixed review time.
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Experts with very little time
What we did
Experts gave a thirty-minute interview and checked the finished draft, and did no writing.
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Two audiences with different needs
What we did
Each topic was planned for one audience, with separate guides for finance leaders and for developers.
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A category full of generic content
What we did
Every piece had to contain something only the client knew, from its own data or its engineers' experience.
What we watched for
- Interview experts; do not ask them to write
- Agree approved wording with compliance early
- Give every article a next step
- Treat documentation as marketing
Development process
Interview, write, review, publish, reuse
A fortnightly rhythm the client's experts could keep up.
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Topic map
Questions gathered from sales calls, support tickets and search data.
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Compliance workflow
Approved wording and the review path agreed.
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Interviews and drafts
Two expert interviews and two articles per fortnight.
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Documentation
Developer guides restructured and made indexable.
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Distribution
Each article adapted for email and LinkedIn.
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Review
Monthly review of what readers did next.
Technology stack
A publishing system, not just articles
Tools that keep expert review and compliance moving.
Content
- Headless CMS
- Documentation site
- Article templates
Search
- Google Search Console
- Ahrefs
- Topic map
Workflow
- Review and approval tracking
- Claims checklist
- Editorial calendar
Measurement
- Google Analytics 4
- CRM attribution
- Looker Studio
Quality assurance & deployment
Checked before it went live, measured after
Marketing work is only as good as its measurement. Tracking was verified before anything launched, technical changes were tested on staging, and every result was reconciled with the client's own sales or booking data.
- Conversion tracking tested end to end before launch
- Technical changes checked on staging with a full crawl
- Redirects, links and structured data validated
- Copy and claims reviewed by the client's experts
- Reported figures reconciled with the client's own system
Deployment
- 01DistributionEach article adapted for email and LinkedIn.
- 02ReviewMonthly review of what readers did next.
- 03Staged releasesChanges went live in small batches, each one watched in the first days.
- 04Reporting and handoverA monthly review against the agreed targets, and documentation the client's team can work from.
Final deliverables
Expertise that is finally on the page
The client now publishes guides that its engineers and compliance team stand behind, and developers find the documentation through search.
The interview process, templates and approval path belong to the client, so the programme continues with its own writers.
- Expert-reviewed guides
- Documentation that ranks
- Approval in days
- Content traced to sign-ups
Handed over to the client
- 01Audit and roadmapFindings ranked by their effect
- 02Implemented changesIn the client's own site, accounts and tools
- 03Tracking and dashboardResults in the client's own figures
- 04Content and campaign assetsTemplates, pages and creative
- 05Documentation and trainingSo the client's team can carry on
Success metrics
How success is measured
| Measure | Outcome | How it is measured |
|---|---|---|
| More organic traffic to guides and documentation | 50–100% | Target range over nine months |
| More sign-ups that began with content | 25–45% | Target range; measured by first touch in the CRM |
| From draft to compliance approval | 5 days | Target for standard articles |
Verified reviews
What clients say about working with us
Verified reviews from our clients, published on Clutch.
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Web Development
Custom Web Development for a Software Solutions Company
We can rely on them to handle almost any task with confidence, as they consistently deliver good results.
Casper Hougaard Jensen
CEO & Co-Founder, Iterator IT Jul 2021 – Sep 2022
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Web Development
Web & Mobile App Development for a Software Development Company
They efficiently organized tasks and deliverables while promptly addressing questions.
Damien Retzinger
Founder, Graycore Jun 2021 – Feb 2023
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Web Development
Website Development for a Software Engineering Company
They have a broad understanding of different technologies.
Eugene Bosikov CEO, Ezibeline LLC Mar 2022 – Ongoing Verified review on Clutch (Eugene Bosikov, opens in a new tab)
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