Fintech Content Expert: How to Turn Content into Pipeline

Episode notes

Araminta Robertson is the Managing Director of Mint Studios, a content marketing agency for fintech and financial services companies that turns content into measurable pipeline. She joins the show to share how she built her specialism from a personal finance blog she started at 18 into a full agency, and what that means for how she thinks about content strategy today. She gets into the GPT framework her team developed for LLM visibility, why expertise-driven content is becoming more valuable as AI-generated content floods the web, and where AEO and SEO overlap - and where they genuinely conflict. Tune in to this episode as we explore: (00:43) Araminta's path from personal finance blogger to fintech content agency founder (03:36) The career moment when content strategy clicked (05:14) What makes fintech content harder: YMYL, compliance, and trust (10:09) Why interviewing subject matter experts is non-negotiable (and why clients stopped pushing back) (16:27) The GPT framework: how Mint Studios builds LLM visibility for clients (20:31) Separate GPT articles vs.