Wise, once TransferWise, is a global fintech company who have disrupted the international money transfer industry with its innovative approach to currency exchange & cross-border payments.

Today, we’re exploring Wise's content marketing strategies & the impact it’s had on brand awareness & customer acquisition.

Let’s dive in.

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📝 A blog packed full of education

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Their content marketing strategy began with a well-crafted blog. They created content that addressed common questions & pain points that their audience had been asking or experiencing.

The blog covers topics such as reviewing bank accounts, tips on saving, diving into different subscriptions & advice on spending money while you’re travelling.

Plus, the individual blogs are bite-sized, easy to read & offer actionable takeaways for the reader.

💡 Their blogging efforts have significantly increased their brand awareness. They rank highly in search engines, attracting organic traffic from users searching for international money transfer solutions.

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🪄 Keeping things transparent

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One of Wise's key value propositions is transparency.

Across all content channels, they educate their audience on how traditional banks & money transfer services often hide fees within unfavourable exchange rates. By educating consumers about this practice, Wise positions itself as the honest alternative.

💡 The transparency as well as the educational content they offer established Wise as a trusted authority in the field. Consumers increasingly turned to the brand for information & services, as they felt confident in the company's integrity.

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🗣️ Letting the customers do the talking

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The brand leverages case studies to showcase real-world examples of customers who benefited from their services.

These stories highlighted how individuals & businesses saved money & time by choosing Wise for international transfers. Essentially, they’re letting their customers shout about Wise for them.

💡 These case studies played a critical role in customer acquisition. As more visitors engaged with them as well as the other content & tools, many became customers. This, alongside the blog, served as a funnel for converting interested readers into users of their platform.

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😶‍🌫️ “Nothing to hide”

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Wise's approach to content marketing led to them going slightly viral with the “Nothing to Hide” campaign. It highlighted their transparency & lower fees & ended up going viral on social media, reaching millions of viewers.

💡 By focusing on transparency, education & providing valuable tools, Wise successfully attracted a vast audience, built trust & acquired a large customer base.

Their approach to marketing a fintech showcases the power of content marketing in disrupting traditional industries, steering away from boring & establishing a fintech brand as a global leader.

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Key takeaways

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👉 Let your customers showcase the value of your brand.

👉 Have a consistent voice of content across all of your channels so your audience receives multiple touch points.

👉 Try new things & don’t stick to the norm. Just because your brand is in a “boring” industry, this doesn’t mean your content has to be boring.

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