Content Marketing Program
Website Design + Development, Content Marketing, and Technical HubSpot Consulting for Global FinTech
Citcon is a global payment gateway provider for cross-border eCommerce merchants.
Comprehensive top-of-funnel strategy
Premium gated assets
New website design + development
Technical HubSpot Consulting
Integration: HubSpot <> Pipedrive sync
Implementation + onboarding
On the heels of a $30M Series B, Citcon’s Chief Marketing Officer connected with Mole Street for help establishing a comprehensive top-of-funnel content marketing program as well as designing and developing the company’s first professional, fully realized website. They were running on a simple beta version of a website that served as a tool for their sales team.
As a cross-border payments gateway provider, Citcon was on a mission to capture a nuanced segment of the eCommerce market. Their team was in search of a targeted SEO strategy that could support a newly polished, professional user experience on its website to attract qualified B2B traffic.
The global fintech also required technical assistance to sync its Pipedrive instance with its HubSpot portal in order to improve reporting visibility related to marketing and sales attribution.
“Mole Street is an agile, responsive team with great customer focus. They redesigned our company website after first completing an exhaustive audit of our previous site and content. They established a strong SEO-driven content marketing plan that took us to the next level as an organization, including gated and non-gated assets. In meetings, they were quick to respond to feedback and always driven to do what's right by us as the customer.”
Mole Street kicked off the engagement with an exhaustive SEO analysis and sitemap discovery. This work informed both the new website and the foundational organic strategy to support a top-of-funnel content marketing program.
In addition, we jumped in to support Citcon at the design level. The company’s visual brand did not have a lot to initially work from so the Mole Street design team created a library of new elements including illustrations, vector graphics, and icons that could be leveraged not only on the new Citcon website but in other marketing material as well.
“Partnering with Citcon during a period of rapid growth meant staying agile to shifts in goals, priorities, and strategy. Our teams collaborated closely to ensure content efforts were not disrupted while these changes were taking place — positioning their team to continue important marketing activities amid company-wide transformation initiatives.”
Comprehensive Top-of-Funnel Strategy
Working closely with Citcon’s internal marketing team and CMO, Mole Street established a robust top-of-funnel strategy.
Our team began by analyzing organic and paid search rankings for Citcon and its competitors. This work guided our keyword strategy as well as helping to inform the sitemap for the new website. What we uncovered was that Citcon was facing a steep challenge against its competitors.
Our SEO specialists and content strategists got to work developing a methodical, longtail keyword strategy that would begin to build ranking status immediately and continue to pay off and gain momentum over time.
At the outset of our research, Citcon was ranking for less than 1,000 organic keywords. One year after launching Citcon’s new content marketing program, our team’s SEO and content strategies resulted in a 225% increase in visits to the site from organic search. In addition, in Q1 2022, blog posts drove 42% of website sessions from organic search.
Working on a quarterly schedule, and relying on a cumulative approach to building organic keyword gains, the Citcon site and resource center continues to see consistent improvements in rankings.
To date, the Citcon site and resource center rankings have grown to include more than 40 page-one rankings tied to key TOFU terms and opportunities.
These gains were fuelled by a robust catalog of content including blog articles, premium assets, and ongoing technical SEO audits.
MQLs from organic efforts in a single quarter
Leads from organic search
Increase in sessions in 2022 compared to 2021
Page #1 keywords ranking in positions
#1 - 3 on Google
To support the content marketing assets, Mole Street’s design team developed an overarching art direction that encompassed illustrations, icons, patterns, and photography. The new visual system included the establishment of strategic rules around content design to ensure consistent, yet flexible application across various creative formats.
Using core Citcon brand elements as a foundation, we extended the visual brand by creating a new icon library, along with simple, effective product illustrations that visually showcase Citcon’s software.
Our goal from a design perspective was to break up a lot of the text heavy content and visualize what Citcon does.
While stock photography filled in some of the gaps, the Mole Street team focused on creating micro collages throughout the site that showed the checkout interface and focused on the Citcon narrative.
Technical HubSpot Consulting
Beyond the initial onboarding and implementation for Citcon, our team guided the integration work to sync Citcon’s Pipedrive data to its HubSpot portal.
- Implementation + Onboarding
- Technical guidance on HubSpot setup
- Support and troubleshooting Pipedrive integration
- 2 Custom Dashboards
- Marketing Hub Training
- Pipedrive <> HubSpot sync