FinTech · Cryptocurrency Lending · SEO · Content Marketing
SALT Lending
A two-year fractional content marketing engagement that transformed fragmented content activity into a structured organic acquisition engine—contributing more than $800,000 in attributed organic revenue within a six-month reporting period.
Challenge & Strategy
Building a structured organic acquisition engine for an established crypto lender.
SALT Lending had strong credibility as one of the longest-established crypto-backed lending platforms, but its content had become fragmented and heavily focused on individual product launches and campaigns. The opportunity was to create a more structured organic strategy that could improve SEO visibility, educate prospective borrowers, strengthen trust and generate qualified leads throughout the customer journey. Working as an embedded extension of the marketing team, I owned the organic content programme from planning through to execution. I developed the long-term strategy, managed editorial planning and production, conducted keyword and competitor research, analysed performance through GA4 and SEMrush, and collaborated with leadership, product and marketing stakeholders. Rather than producing isolated articles, I rebuilt the content around the questions and decisions customers faced at each stage of their journey. This included people learning about Bitcoin-backed lending, comparing providers, researching custody and security, evaluating tax implications, exploring specific loan products and considering institutional lending solutions. The resulting strategy combined topic clusters, stronger internal linking, search optimisation, conversion-focused copywriting, thought leadership, evergreen resources, educational email sequences and product-launch campaigns.
Execution & Commercial Impact
Turning organic content into more than $800,000 in attributed revenue.
I produced high-value SEO content covering Bitcoin-backed loans, crypto lending, loan-to-value ratios, borrowing against Bitcoin, tax-efficient borrowing, digital asset finance and institutional crypto lending. Alongside the editorial programme, I wrote conversion-focused landing pages for Bitcoin-backed loans, business lending, Private Client services, the Digital Gold campaign, the Borrow Freedom loan product and stablecoin borrowing. Each page was designed to answer search intent while guiding visitors towards an application or enquiry. I also developed comparison pages for prospects evaluating alternative crypto lending providers. These pages targeted high-intent searches while communicating SALT’s differentiators around security, flexible loan structures and custody. The wider programme included educational email campaigns covering Bitcoin investing, FIRE, Digital Gold, product education and customer nurture. I also created downloadable resources and long-form sales-enablement content that helped prospects understand complex lending products before speaking with the sales team. Within one six-month reporting period, more than $800,000 in revenue was attributed to organic marketing. The engagement also expanded keyword visibility, secured rankings across hundreds of commercially relevant search terms, strengthened SALT’s authority in competitive crypto-lending topics and created a scalable editorial process for continued growth. I also introduced reporting around AI-search visibility and emerging Generative Engine Optimisation opportunities, helping prepare the content programme for changes in how prospective customers discover financial information. The biggest shift was moving the conversation away from how many articles were being published and towards how much revenue organic marketing was influencing. Every article, landing page and email campaign had a clear commercial role—attracting borrowers, building trust, supporting conversions or strengthening long-term customer acquisition.