Since Mint was in the unique position of relying on its site for both sales and content marketing, the editorial team needed to make sure their content hit exactly the right audience. By 2013, the tool reached 10 million users, many of whom trusted Mint to handle their sensitive banking information because of the blog’s smart, helpful content. How rapid? Mint grew quickly enough to sell to Intuit for $170 million after three years in business. And when Mint eventually revealed its product-a tool that helped users budget their finances by gathering different accounts and balances in one place-the viral nature of the blog was key to the company’s rapid growth. “This created a welcome audience when their product eventually launched, and MintLife went on to become the number one personal finance blog on the web.”Įven in the early years, articles like “ Home Budget: Affordable and Cheap Dates” and “ How-To Guide: Paying for College” were perfect for that welcome audience.
“They decided in the early days to invest heavily in building out MintLife … independent of the eventual product,” Rekhi writes on his blog. Since this demographic spent so much of their time online, Mint launched MintLife, a personal finance blog that would act as a significant money management resource for these young consumers, even though the company didn’t have a finished product people could buy. According to serial entrepreneur Sachin Rekhi, one of Mint’s earliest goals was to get the attention of their prospective customers: young professionals. They had to start from scratch.īut from the get-go, Mint had a target audience in mind and a plan for reaching that audience. But for Mint, a digital personal finance service founded in 2006, there was no head start. The following is an excerpt from Contently’s latest e-book, “ On the Money: How 5 Finance Brands Build Loyal Audiences by Investing in High-Quality Content.” To get the free e-book, fill out the download form at the bottom of this article.įor established financial institutions and capstone banks, building an audience can be a little easier if customers are already familiar with your brand and name.
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