Content marketing and brand development for a B2B payment startup 

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Client Background

Hopscotch is a New York City-based fintech startup providing B2B payment solutions for the small business community. Today they offer instant, fee-free transactions on their platform as well as a proprietary cash flow management feature called Flow, which gives businesses on-demand access to revenue tied up in outstanding invoices. Their mission is to design payment tools that help small businesses, freelancers, and solopreneurs succeed.



Hopscotch came to JDM in October 2021 as a team of five without a website, content, or social media presence. Since they had yet to develop any owned properties, they were also open to our messaging expertise. They challenged our SEO and Content teams to help them grow awareness through owned media and content, including blog posts and social media, while their products were in the final stages of development.

Hopsctoch 2

JDM Approach

After a quick analysis, the team decided that three key content projects would generate the lift Hopscotch needed to start driving traffic and improve ranking.

Content Gap Analysis

What keywords are our competitors ranking for that we haven’t created content for yet? Finding the right targets that meet our personas needs and industry expertise helped kickstart our content strategy.

Pillar Strategy

By defining key keyword clusters and pillar topics, we were able to brainstorm supporting topics each persona would value and target more keywords we didn’t identify in our content cap analysis.

Technical Application

After the topics were identified and approved, we began to create the content and identify ways we could repurpose the content for other channels such as email and social media. 




When we began our engagement with Hopscotch, we created materials that would grow awareness of the brand as a content resource speaking with authority on topics that new business owners and freelancers would want to know about. As Hopscotch continued to refine its mission and product goals, and as we developed personas and target audiences to fit those products, we had to pivot our content strategy.

Working with Hopscotch’s in-house Director of Content, Bret Lawrence, we performed a competitor content gap analysis and created a pillar content strategy based on keyword clusters defined in the content gap. These pillars each targeted one of Hopscotch’s two fundamental audiences (freelancers and micro-business owners).


Pillar topics included things like getting paid, invoicing, and budgeting. Under each of these categories, we created subcategories that broke down the main category further and provided opportunities to address more specific questions these audiences had. We were also able to create an internal linking web through these pieces and begin targeting keywords that didn’t fit into the main pillar topic.

From June to October 2022, we published 14 total blogs and two e-books which are being used for paid social ads. Along the way, we worked with Hopscotch to apply their tone of voice guidelines and messaging priorities.

Hopscotch traffic chart

The Results

After launching our new pillar content strategy Hopscotch enjoyed the following results over the span of just three months:
  • 12 blog posts ranked for non-brand keywords
  • 97% of blog keywords that ranked were non-brand
  • 2,215% increase (26 to 605) in non-brand keywords from June
  • 333% increase (3 to 13) in non-brand keywords ranking on page 1 from July
  • 2,000% quarter-over-quarter increase in blog impressions
  • 420% quarter-over-quarter increase in clicks to blog


Ready to see similar progress with your business? Let’s talk!