There’s been an explosion of FinTech innovation since PSD2 launched. Unfortunately, new firms immediately encountered a problem: how to educate their target audience on the value of open banking and their USP as a solutions provider.
As an award-winning content marketing agency specialising in technology brands, communicating complex topics is our bread and butter. To see how, we’re looking back at our work with Klarna, a leader in open banking innovation across Europe. Read on to learn more and discover the value of an expert content marketing agency in this case study.
Today, Klarna is one of the most recognisable names in financial services. Their all-in-one shopping app coupled with the catchy promise of ‘pay in three easy instalments’ has positioned them as a leading retail force.
Yet, this wasn’t always the case. As recently as three years ago, the firm’s SEO performance was decidedly lacklustre — ranking nowhere near the first page of search engine results. Eager to take the spot as the world’s top "Buy now, pay later" (BNPL) service provider and become an industry thought leader, the firm needed expert digital marketing support to grow its brand and improve search engine rankings.
However, their internal marketing team was struggling to keep up with the firm’s growth. Overseeing a remit of both B2C and B2B campaigns in different markets and languages was proving too much and left the ambitious brand vulnerable to its competitors.
Klarna first began collaborating with CopyHouse in August, 2020. We began by conducting an SEO audit to determine the current state of the brand’s marketing and identify growth opportunities. From there, we designed a content strategy to help the firm become an industry thought leader. Namely, by growing its brand awareness through SEM and creating content on key trends in financial services.
The strategy covered multiple stages of the traditional market funnel, with content varying from quarterly whitepapers, landing pages and newsletters, to articles and supporting assets, like social media posts and graphics. We also provided additional digital marketing support by sharing Google Analytics reports that tracked the firm’s performance online. As a result, the flagship open banking brand achieved a critical mass of search engine optimisation and brand awareness thanks to our innovative B2B content marketing services.
The partnership was featured by the media, with Elias Pitsavos, then Senior Marketing Manager at Klarna, stating “Open banking is a relatively new technology that some may struggle to understand fully. We wanted to partner with an agency that could grasp the complexity of the topic. CopyHouse demonstrated a strong ability to turn high-tech subjects into digestible content, which made them the perfect fit for us.”
CopyHouse continued to work with Klara in subsequent years primarily on an ad hoc basis to support the dynamic needs of the growing firm. Notable briefs included client case studies and an ultimate guide to open banking lingo that gave readers a glossary of industry and open banking terms. During this time, Klarna underwent several changes, including restructuring and launching the ‘Klarna Kosma’ sub-brand. Throughout, CopyHouse was on hand to provide flexible B2B content marketing services.
The latest data from Klarna shows it now has over 150 million active consumers and partnerships with more than 500,000 merchants in 45 countries. During the three-year period, we worked on a range of campaign deliverables, and created partnerships with several other payment service providers across Europe, strengthening our position as a leading content marketing agency.
CopyHouse is an award-winning content marketing agency specialising in technology brands. Whether you need support to launch a campaign on time or long-term guidance on content strategy and search engine optimisation, we can help.
With previous clients including Meta and Cigna, we’ve worked with leading brands across the world. We offer a range of marketing services to take your brand to the next level.
To learn more, get in touch today.
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