Increasing Brand Authority
Based in the European Union, ibanFirst simplifies cross-border currency transfers for small to mid-sized businesses.
The company needs to gain the trust of CFOs, CEOs, and Heads of Finance at these companies—a demanding audience that does not use Google for answers.
The Challenge
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ibanFirst's audience does not search for its services on Google, making SEO a low ROI investment.
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Generating traffic and building authority organically is challenging.
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The company was publishing currency reports each month but these could not position ibanFirst's multi-currency accounts or FX forwards as a solution for SMEs.
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Visitors would consume content and move on, generating little brand recall
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The Solution
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Work with sales and customer service to understand customers' common issues and objections.
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Link these questions to topic clusters.
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Include internal and external SME insights to deliver practical value to the reader.
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Rely on SMEs to distribute via social media and share content through ibanFirst's newsletter.
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The Results
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A series of articles that resonated with SMB CFOs
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Clear links between ibanFirst's products and the issues CFOs faced.
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Demonstrable benefits through stories told in case studies.