fintech content marketing case study
How a Digital Banking Fintech Accelerates
the Sales Cycle with Content Marketing
bankjoy and beyond the arc
Beyond the Arc helped Bankjoy, a digital banking fintech serving credit unions and community banks, strengthen sales-cycle support with B2B fintech content marketing built around buyer education. The work included content strategy, market research, blog development, whitepapers, lead-nurture assets, and sales-aligned messaging to help Bankjoy engage financial institution prospects evaluating digital banking transformation.
Meet our client
Bankjoy is an innovative fintech offering digital banking solutions to credit unions and community banks. Their platforms include the latest modern capabilities for mobile and online banking, online account opening, online loan applications, and Conversational AI.
[Product image courtesy of Bankjoy.com]
At a glance
| Client | Bankjoy |
|---|---|
| Industry | Digital banking fintech |
| Target buyer | Credit unions and community banks evaluating modern digital banking solutions. |
| Buyer pain | Long decision cycles, internal buy-in for digital transformation, and the need to educate stakeholders on member experience, operational value, and competitive urgency. |
| Content types | Blogs, whitepapers, thought leadership topics, infographics, earned-media lead-generation copy, and email-nurture content. |
| Channels supported | Website, email nurturing, social media, sales conversations, and earned-media promotions. |
| Business value | Helped Bankjoy educate credit union and community bank prospects, support lead nurturing, and give sales teams more useful content for digital banking conversations. |
| Related services | B2B fintech content marketing, financial services content marketing, B2B content marketing, and fintech expertise. |
CHALLENGE
How could Bankjoy help credit unions and community banks build buy-in for digital banking?
For financial institutions, building buy-in to invest in digital transformation can take a long time. Bankjoy’s Senior VP of Sales and Marketing, Shaw Taylor, needed more ways to spark engagement and nurture prospects toward closing sales.
Making the business case in various ways was essential. Bankjoy wanted to build credibility for the brand and the solutions with client success stories, and thought leadership on topics of interest to the market.
Bankjoy knew Beyond the Arc could help, based on our deep knowledge of financial services and fintech innovation.
The biggest thing Beyond the Arc does really well is understand what I’m looking for. Really good writers who understand the banking and credit union space makes for quick turnaround.
— Shaw Taylor, Senior VP of Sales
and Marketing, Bankjoy
SOLUTION
Fintech content strategy for credit union and community bank buyers
To drive sales engagement, Beyond the Arc partnered with Bankjoy to develop a monthly B2B fintech content marketing program that supported both marketing outreach and longer B2B fintech sales conversations. We began with content strategy and editorial calendar planning, defining blog and whitepaper topics that aligned Bankjoy’s digital banking capabilities with the business priorities of credit unions and community banks.
Each topic was grounded in market research, financial services trends, buyer pain points, and the operational realities of digital banking transformation. From there, we developed content at the right level of detail for banking executives, marketing teams, operations leaders, and technology stakeholders through research-backed financial services copywriting.
The work included blog development, whitepaper development, financial services copywriting, and content repurposing for email, social media, infographics, and sales-friendly takeaways. The goal was not to rely on a hard sell. Instead, the content highlighted the industry challenges that modern digital banking can help solve, giving Bankjoy useful assets for lead generation, follow-up conversations, and ongoing sales-nurture alignment throughout a longer fintech sales cycle.
Examples of Bankjoy content topics
The content program focused on practical issues that credit unions and community banks were already discussing internally as they evaluated digital banking technology. Rather than leading with product messaging, the topics helped Bankjoy speak to the business questions behind a digital banking decision: how to modernize member experiences, improve onboarding, support digital account opening, expand payments capabilities, communicate platform changes, and evaluate fintech partnerships.
These topics gave Bankjoy’s sales and marketing teams useful content for different stages of the buyer journey. Blog posts helped address timely questions and attract early interest, while whitepapers gave prospects a deeper resource to share with internal stakeholders during longer evaluation cycles. Together, the content helped Bankjoy educate credit union and community bank buyers on the value of modern digital banking.
WHITEPAPERS AND BLOGS WE CREATED
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Whitepaper
Strategies for credit unions to build buy-in for digital banking transformation
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Whitepaper
Why online account opening is a game-changer — and how to accelerate time-to-market
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Blog
P2P payments: How to take advantage of a rapidly evolving market
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Blog
Helping credit unions and banks grow with digital-first commercial banking and lending
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Blog
Speeding digital transformation with a fintech partnership — best practices to prepare for success
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Blog
Transitioning credit union digital banking: Communication strategies for a successful member experience
Business value from fintech content marketing for Bankjoy
Beyond the Arc helped Bankjoy turn digital banking expertise into content that could be used across marketing and sales conversations. The program gave Bankjoy more ways to educate credit union and community bank prospects, reinforce credibility, and keep buyers engaged as they evaluated digital transformation decisions.
By promoting the content across email, social media, the website, and earned-media channels, Bankjoy was able to:
- Support active engagement from bank and credit union prospects researching digital banking priorities.
- Provide sales and marketing teams with useful resources for lead nurturing and follow-up conversations.
- Use email performance signals, including opens, clicks, and views, to understand which content themes resonated with existing leads.
- Extend the value of whitepapers through social posts, infographics, and key takeaways that encouraged traffic back to the website.
- Generate lead-form completions and downloads through earned-media promotion of whitepapers in financial services industry channels.
The fact that people peruse the content, and want to go deeper by asking questions about our products – that proves the value.
Beyond the Arc is quick to get up to speed on what we need, and quick to rise up to meet the need. It makes them an easy organization to work with and one that gets the job done.
— Shaw Taylor, Senior VP of Sales
and Marketing, Bankjoy
Does your company need to fuel the sales pipeline? Find out how Beyond the Arc can help.
Thought leader in the fintech innovation ecosystem
Beyond the Arc CEO Steven Ramirez is a frequent financial services industry speaker and commentator. He has been featured in financial publications, podcasts, and events including American Banker, Financial Brand, Breaking Banks, and Finovate.
Here Steven talks with Bankjoy CEO Mike Duncan, about how fintechs and community banks can compete with national banks, why being passion and mission-driven is an asset, and the gap to cater for small business needs in digital banking.
Beyond the Arc’s active participation and thought leadership in the industry sets us apart.
Frequently asked questions
Blogs, whitepapers, case studies, email-nurture assets, comparison guides, and sales enablement content can help digital banking fintechs explain business value to credit unions and community banks.
Digital banking fintechs often sell complex platforms to multiple stakeholders. Content marketing helps educate prospects, build internal buy-in, and support long sales cycles.
Beyond the Arc helped Bankjoy with content strategy, market research, blog development, whitepapers, lead-nurture content, and sales-aligned messaging for credit union and community bank buyers.
Content should help buyers move from awareness to evaluation. Blogs can address early questions, whitepapers can support internal discussions, and email or sales assets can reinforce key points after meetings.