LendingFront is an end-to-end lending platform that helps regional banks, credit unions, and alternative lenders close more small business loans—with confidence and ease.
In short, LendingFront’s software simplifies loan applications—and enables cool-headed, tech-enabled underwriting for smaller loan amounts. As a consequence, lenders realize more revenue, small businesses receive more capital (with which to create jobs and grow)—and both harness newfound freedom to focus on their highest-value tasks.
Content Marketing Work: Pre-COVID-19
In 2019, the fintech startup tapped MarketSmiths to launch their blog with articles that make the case to lenders: clearly, crisply, and compellingly. We started by assigning a sizable copywriting team and absorbing—in full—the whole of the small business lending environment as it currently stands.
Initially, we wrote a few seminal posts that made the overarching case for change. With ideas contributed by the company’s marketing leadership, we then began to parse individual points, approaching LendingFront’s full-tilt paradigm shift from multiple angles. For example:
- We reasoned that fintech apps like Venmo and NerdWallet dominate consumer finance—fueling small business demand for modern ways to apply for loans.
- We showed readers how LendingFront software results in streamlined operations and greater productivity—while also enabling bank leaders to retain total control.
- We explored the social good of extending loans to job creators.
- We captured the founder’s drive to fix what’s broken about small business lending—and showcased the voices of passionate customers.
- We made the case that idle deposits don’t do banks or borrowers any good—and that extending capital to creditworthy borrowers can only lead to a juicier bottom line.
For added impact, we compiled data into a visually engaging infographic, cleanly capturing current lending issues—and positioning LendingFront as a powerful solution. The infographic was then divided into “quick read” chunks for social sharing.
Content Marketing Work: During Covid-19
The devastating impact on small businesses triggered by COVID-19 especially resonated with LendingFront founder Jorge Sun. Prior to LendingFront, Sun had a successful career with major financial services firms—and helped build On Deck Capital into a publicly traded company. At one point, he also owned a small business. We used Sun’s experience as a former restauranter to craft a series of insightful COVID-related posts to support SMB owners—and spur lenders in a time of colossal need.
Our Shared Success
In short order, LendingFront has emerged as a leading provider of lending technology to lenders of all types. With our copywriting and content support, LendingFront soon began to generate organic (ad-free) inbound leads and revenue through strong SEO rankings, compelling articles, and an active and effective sales engine. Our content has led directly to sales meetings, such as the one scheduled with a $2 billion lender after a loan officer forwarded one of our posts to his boss.
We attribute the success of these campaigns to a bold and innovative vision by the CEO, supported by fearless marketing leadership and an unflagging pace for new content (fresh posts are published about twice a week).
Our shared success is proof that with a well-placed investment in organic marketing, authority and credibility can travel far, fast.
As VP of Marketing for LendingFront, it was clear to me that to truly succeed, we would need consistent messaging—in the form of a regular blog, strong case studies, infographics, collateral, and other pieces. I had worked with MarketSmiths before and knew they would nail the content execution. 8 months later, I can say our collaboration has been incredibly easy. The writing team quickly grasped a fairly complex financial environment. We exchange ideas, and MarketSmiths sends written pieces—each one on-point, polished, and requiring few edits (if any). The team really gets what we’re about—their work has helped us establish our presence, get found, and spark conversations. I couldn’t be happier. —Adam Figueira, VP of Marketing, LendingFront