Redefining financial possibilities
One day, we were approached by a fintech brand with an impressive track record. They had nearly reached a $1 billion valuation, earned industry recognition through multiple awards, and built strategic partnerships with leading financial institutions.
But behind the scenes, this company wasn’t coasting on its success. Instead, the organization wanted to expand into untapped international markets to drive even greater growth.
For a company changing the face of business financing—bringing access to businesses often overlooked by traditional banks—this wasn’t just about scaling. It was about educating a global audience, breaking down misconceptions about financing, and building trust with their target audience.
India and China were the next frontiers, but these international markets brought complexities of their own. The fintech company needed a content marketing strategy that could communicate brand value to entrepreneurs while cutting through cultural and market-specific nuances. It was a daunting task, but the stakes were high: success would mean redefining how SMBs in these regions accessed and trusted financing.
That’s where we came in. With our proven track record of crafting tailored content strategies for fintech disruptors like Payoneer, Wise, and Chipper Cash, we knew this was more than just a marketing challenge. It was an opportunity to help this fintech client cement their position as a global leader in financial innovation.
Bridging education gaps to build trust
Our client’s primary challenge lay in addressing various ICPs (Ideal customer profiles) across different sectors. From SaaS companies to retailers and finished goods suppliers, many of these businesses were unfamiliar with non-traditional financing or harbored misconceptions about interest rates and ownership risks.
Our client’s unique value proposition—accessible, tech-driven financing—needed to cut through the noise and connect with these audiences in a way that felt both relevant and trustworthy.
But the road ahead wasn’t without obstacles.
- Expanding into India and China: Entering these dynamic markets meant navigating cultural nuances and developing localized messaging that resonated with entrepreneurs.
- Turning data into actionable content: While our fintech client had valuable country-specific import and export data, turning it into actionable, engaging content was a key hurdle.
- Building trust through education: Simplifying the complex world of alternative financing required a careful balance—content needed to be informative yet relatable, steering clear of intimidating technical jargon.
- Lack of an established marketing framework: With a newly formed revenue team and no established marketing strategies, the client relied on a test-and-learn approach to campaigns.
Given these challenges, the fintech company needed a content marketing strategy that could lay the foundation for trust and education, while showcasing the brand’s expertise in alternative financing and driving meaningful engagement with the ICPs.
Here’s how we partnered with them to turn this vision into reality.
Developing targeted campaigns
Our work centered on three key campaigns, each designed to address specific goals and challenges:
- 2024 financial/industry trends
- Spotlight on India
- Spotlight on China
We began with a collaborative planning phase, immersing ourselves in the client’s goals and challenges to ensure every piece of content delivered maximum impact.
SME interviews and research
To understand the nuances of the industry and target audience, we conducted interviews with subject matter experts. This step was critical for uncovering insights about non-traditional business financing, market trends, and regional dynamics in India and China.
Given the niche nature of the industry, these conversations shaped the strategic direction of our content and messaging.
Crafting content that resonates
With insights in hand, we developed content that was engaging, visually appealing, and adaptable across multiple platforms:
2024 financial trends: We distilled complex market insights into visually striking infographics. These one-page assets highlighted key industry trends, offering actionable insights that resonated with the ICPs. Each one-pager linked to an in-depth blog post, providing a deeper dive into the trends’ implications and helping the target audience navigate the shifting financial landscape
Spotlight on India and China: For these regional campaigns, we created comprehensive market reports and supporting blog posts. Each report detailed exporter trends, regional challenges, and untapped growth opportunities, providing businesses with actionable guidance for international expansion. To ensure the cultural and linguistic accuracy of the China-focused content, we partnered with a Chinese freelancer for transcreation, ensuring every message was localized and relevant.
Design and SEO optimization
Recognizing that standout content needs more than just strong messaging, we ensured every aspect of design and SEO aligned with our client’s goals. Our design team took complete ownership of all visual elements, transforming complex ideas into compelling visuals that captured attention and drove engagement.
All the infographics, social assets, and blog designs the team created were optimized for platforms like LinkedIn and Meta, ensuring seamless cross-channel distribution. Alongside this, we implemented SEO best practices, optimizing the company’s blog content to improve visibility and drive organic traffic from its ICPs.
Driving engagement with multichannel distribution
Content distribution and promotion were as critical as content creation. We worked closely with the client’s team to ensure the campaigns were seamlessly integrated into their broader digital marketing strategy, leveraging both global and region-specific channels to maximize impact.
Our content promotion campaigns included:
- Organic social posts on LinkedIn and Meta, positioning the company as a thought leader.
- Paid campaigns targeted specific ICPs, delivering tailored content to key decision-makers.
- Google Ads focused on the 2024 Trends campaign, boosting visibility among businesses seeking financing solutions.
- WeChat and Telegram. To effectively penetrate the China market, we extended content promotion to platforms like WeChat and Telegram. These region-specific channels enabled us to reach Chinese entrepreneurs and decision-makers directly, ensuring the messaging resonated with local audiences.
Using this multichannel approach meant that the content reached its target audiences where they were most active, whether on global platforms or localized networks. This strategy also amplified engagement and strengthened our client’s position as a trusted authority in alternative financing.
From ideation to execution, we managed every detail so the client’s team could focus on what they do best: making global business financing accessible.
Educating our client’s target audience and driving engagement
Our campaigns delivered measurable results, solidifying the client’s reputation as a trusted authority in alternative financing while paving the way for meaningful market expansion. By combining educational content with strategic distribution, we achieved tangible outcomes that drove engagement, built trust, and generated leads across our client’s target markets.
2024 financial trends campaign
The 2024 Financial Trends campaign showcased our client’s ability to translate complex industry insights into actionable guidance for its ICPs. The visually compelling infographics served as the campaign’s centerpiece, summarizing key trends and linking to an in-depth blog post for further exploration.
The results spoke volumes: the infographics drove significant engagement on social media, with high click-through rates and shares. This campaign positioned our client as a forward-thinking leader in the fintech space, offering value to both existing clients and new prospects.
Spotlight on India campaign
The India-focused campaign delved into the unique challenges and opportunities of this vibrant market. At its core was a detailed market report that provided a comprehensive analysis of exporter trends and growth potential, tailored to the client’s ICPs.
To complement the report, we created supporting content like the blog “Everything You Need to Know to Drive International Expansion in 2024.” This piece not only drove traffic to the company website but also reinforced its position as a thought leader in navigating the complexities of international trade.
Spotlight on China campaign
The Spotlight on China campaign offered a deep dive into the region’s unique trade dynamics, addressing the complexities of expanding into one of the world’s most challenging yet rewarding markets.
- A comprehensive market report provided actionable insights into growth opportunities, helping the target audience identify paths to success.
- A supporting blog emphasized the nuances of Chinese trade practices and highlighted the benefits of alternative financing.
By partnering with a Chinese transcreation expert, we ensured the messaging was culturally sensitive and accurate, amplifying the campaign’s resonance and trustworthiness.
Lead generation and trust building
The educational content produced across all campaigns served as a powerful tool for lead generation, drawing in new prospects and expanding our client’s reach in India and China. By addressing common misconceptions about alternative financing—such as concerns over interest rates and ownership risks—we helped break down barriers and foster trust.
Through these campaigns, our client strengthened their market position and built lasting connections with businesses eager to embrace new opportunities in global trade.
Working with this client reinforced our commitment to creating impactful, human-centered content strategies for fintech brands. By leveraging our expertise and collaborative approach, we helped the client achieve their goals of educating ICPs, building trust, and expanding into new international markets.
At Literal Humans, we specialize in developing tailored content strategies that drive results. Whether you’re looking to break into new markets, prove to your audience that you are a trusted authority, or establish your brand as a thought leader, we’re here to help.
Schedule a free strategy session with us today to discuss how we can help your business grow.
Let’s level up your content marketing.
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