How newsjacking supercharged an Australian fintech’s engagement by 43%
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In a crowded lending market, Octet needed a content marketing strategy with cut through. Wonderthink’s news-driven approach delivered results – fast.
From lender to business leader
Octet – a fintech offering working capital, debtor finance and business loans – sits at the intersection of traditional banking and fintech. The fintech offers SMEs the agility of a startup with the expertise of a seasoned lender.
But in a competitive sector, where they’re up against fintechs and the Big 4 alike, they were facing several challenges:
- Low brand awareness in a trust-driven category
- Declining blog traffic and engagement
- Limited internal capacity to create content
Octet needed a content marketing strategy that could cut through a crowded market – and a partner that could help them deliver smart, timely content at speed and scale. Wonderthink rose to the challenge.
“We knew content could play a bigger role in positioning Octet as a trusted alternative to traditional business finance that was powering business growth. But we needed a partner who could help us create and implement an effective engagement strategy. Wonderthink understood what we wanted to do straight away.”
– Russell Walsh, Head of Marketing & Communications, Octet
A strategy shaped by the news cycle
Wonderthink developed a content strategy grounded in newsjacking – a newsroom-inspired approach that positioned Octet as a timely, credible voice in business finance.
What is newsjacking? It’s the practice of creating relevant content in response to headlines, borrowing urgency from the news cycle to increase engagement and build authority.
We recommended moving away from broad SME advice and zeroing in on timely topics like interest rate movements, tariffs and trade trends – topics we’d already identified as high performers on their site – always tied to how Octet’s solutions could help businesses address challenges and take advantage of emerging opportunities. This was balanced with proactive content, including expert interviews with business leaders to offer deeper insight and long-term value.
We delivered:
- A comprehensive content strategy to guide priorities
- An SEO deep-dive to uncover high-intent opportunities for the blog
- A full-year roadmap blending proactive and reactive content
- Weekly news scanning to identify relevant news stories
- Copywriting, including articles, eDM copy, and LinkedIn posts
- Monthly performance reporting to inform and optimise content
“Working with Wonderthink, we’ve undergone a massive transformation in how we approach content – and the numbers speak for themselves. It’s been a huge step forward in positioning Octet as a trusted voice in the business lending space.”
– Russell Walsh, Head of Marketing & Communications, Octet
Turning headlines into high-performance content
With an ongoing partnership in place, we built an agile editorial engine that gave Octet the ability to respond quickly to market shifts – from government announcements and interest rate changes to supply chain disruptions and trade news.
By turning breaking headlines into timely, insight-driven content, we’ve helped Octet become a consistent, trusted voice on the business and economic issues that matter most to Australian enterprises – while boosting visibility across both traditional and AI-powered search.
Within months, newsjacking became the highest-performing content type on Octet’s blog. Even as the broader industry saw declines in traffic due to AI and zero-click search, Octet’s engagement continued to climb.
In less than a year, we:
- Increased engagement by 43%
- Increased session time by 37%
- Delivered 300+ pieces of content
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