Many fintech startups use content marketing to promote their own services. But some of the most successful fintech startups use content marketing to help their customers as well. For example, some companies put up featured blog posts about their customers. A payment app might put up a profile of a construction contractor or a restaurant that uses its app, for example. But Ramp takes this one step farther by helping potential customers set up their own marketing campaigns. This fintech offers a free tool that automatically generates corporate mission statements for businesses.
What Ramp Does
Ramp develops software for corporate spending cards. These cards give its customers more control over their employees’ spending. Businesses frequently need to give corporate credit cards to traveling sales representatives so that the business can cover expenses related to the trip. In the past, the business would just add a lump sum of money to the card. While the business would have policies about acceptable purchases, the card itself could technically be used to make any purchase.
With a Ramp card, the business can program the card so that it can only be used to make approved purchases. It can set spending limits for specific categories, such as meals or hotel rooms, and block purchases from specific vendors as well. This also means that Ramp has machine learning software that can classify bank account transactions, which is necessary to provide these features. There are also fintechs that provide transaction classification as a service through APIs.
Because of Ramp’s features, when a sales representative returns from a trip, the accounting department does not have to examine each transaction record and decide whether to approve the purchase. The card only allows employees to spend money on purchases that the company allows, and it automatically collects the transaction records so they can be uploaded to the company’s accounting platform. So Ramp could also be considered an accounting automation provider.
Ramp isn’t a bank. Like other fintech apps, it has a partner bank. In this case, Ramp’s partner bank is Sutton Bank, a small bank in Ohio. This bank provides prepaid debit cards for several fintechs, including the payment processor Square, the stock brokerage Robinhood, and the financial advice app Albert. It’s important to know this because it means Ramp’s cards are provided by a bank that’s experienced at providing banking services to well-known fintech startups.
An App That Helps Potential Customers
It’s clear that Ramp’s target market is startups that have formal policies in place to manage employee spending. These firms would normally visit a major bank to obtain corporate spending cards for their employees. Ramp has to convince them to switch to its service, and it would be very hard to try to outrank a major bank like Chase or Bank of America for a keyword like “corporate spending cards”. But Ramp has found another way to market its products.
Ahrefs shows me that one of the main keywords that generates traffic for Ramp’s website is its corporate mission statement generator. A customer just has to answer five questions and Ramp will create a corporate mission statement for them. This is a valuable service in its own right and startups often pay marketing agencies and copywriters to create their mission statements.
The generator crafted a well-written mission statement that clearly explained what a hypothetical app did and how it helped customers in a few lines. The mission statement would be good enough for a fintech startup to use on its landing page without making additional edits. And it appears that many startups are doing that. Right now, Ramp actually ranks in first place for the keyword mission statement generator.
An Effective Content Marketing Strategy
This is a precisely targeted content marketing campaign. The general public wouldn’t be interested in a tool that automatically generated a corporate mission statement. The only people who would want a tool like this would be the startup founders who make up Ramp’s target market. So it’s likely that this campaign is generating a lot of qualified leads for the company. While other keywords might generate more page views, this keyword is likely to generate more sales.
While Ramp’s generator produces content that its customers can use for content marketing, the web page for the generator is an example of content marketing as well. Ramp doesn’t just give users a form to fill out, it explains the purpose of a corporate mission statement and provides examples of mission statements from major companies. And Ramp even has a FAQ section at the bottom of the page, which is a content marketing strategy that many SEOs use to rank for featured snippets in Google. So the marketer who designed this page for Ramp knew what they were doing.
A mission statement is important for any startup that plans to use content marketing. The startup needs to know who will use its products and how its products will help these customers before it can start creating content for them. Some companies even have a content marketing mission statement that defines the goals of their content marketing strategy in addition to their main mission statement.
Ramp is using a very effective content marketing strategy to drive traffic to its website. Its corporate mission statement generator provides value to potential customers. Startup founders who use the page to generate their mission statements will be more likely to sign up for Ramp’s corporate spending cards later because they will have a positive impression of the company. And this campaign also allows Ramp to promote its corporate spending cards without directly competing against major banks for a very competitive keyword.