Content is Currency

Developing Powerful Content
for Web and Mobile

by Jon Wuebben - Founder and CEO of Content Launch

The David & Goliath of Credit Card Marketing – How You Can Compete with the Big Guys Using Content!

It’s no secret that the credit card industry is wildly profitable. Not only do the banks spend big bucks for flashy commercials, but they also dole out those dollars for online affiliates, too.

As a result, there are many “Goliath” companies marketing credit cards, such as Bankrate (NYSE: RATE) and Quinstreet (NASDAQ: QNST). These are companies worth hundreds of millions and even billions of dollars. So how is it possible for a one-man financial blogger (such as myself) to compete with them head-to-head in the rankings?

The answer is content.

Take as an example. Bankrate owns a number of credit card websites but that one is their crown jewel. I’m not sure how many of their employees work on it exclusively, but according to Google Finance, Bankrate has 378 employees. So I think it’s safe to assume that at least several dozen of them are dedicated to that site. Whatever the number may be, one thing is for sure – there is a lot of money and manpower behind it. But head on over there and take a look at the content… does it impress you or not?

It’s true that their blog and editorial department has some great talent working for them. In fact, I think they do a knockout job with some of their investigative pieces. But what do they do a crappy job with? Their credit card information…

Example: Cash Back Credit Cards

If you take a look at’s page for this category (, what do you see? A bunch of generic bullets for what they consider to be the best credit cards with cash rewards. It’s not that the information is “bad” or “wrong” but rather that it’s the same darn bullets you will see on a thousand other credit card websites.

Content Is Currency and what they’re using is worth about $0.01!

Now as a contrast, compare to my site, The top cashback credit cards list basically consists of the same rankings. For the best offers, both of us list the Chase Freedom, American Express Blue Cash, Discover More, etc. at or near the top. But as you see, the major difference is content quality. While the other guy just uses generic bullets for the cards, I review them in much more detail (and obviously that is content which is unique). Not only do I talk about the basic info like cash back and annual fees, but I go above and beyond, diving into some of the nitty-gritty benefits.

What Does This Accomplish?

Even though my resources are just an itty-bitty fraction of what has, I can still rank alongside them for a number of different terms. If you search for “best cash back credit cards” you will probably find CreditCardForum’s list (mentioned above) flirting with theirs. Obviously the rankings change all the time – but at least as I write this – my site sat directly below the aforementioned competitor.

Let me be clear that this strategy is not a secret. In fact, any personal finance blogger worth his or her salt is doing the exact same thing as me. What we (bloggers) are doing is just taking advantage of the inefficiencies created by the big corporate monstrosities… that’s how David can beat Goliath.

Find out how your content can work harder for you and order Content is Currency today.

This Content is Currency blog post was written by Mike Dolen, who launched CreditCardForum nearly four years ago. He reviews the best credit cards he can find to help consumers make a wise choice.

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