Though a leader in the money transfer space for more than 150 years, Western Union now faces increased competition from digital and mobile-focused upstarts like Transferwise and Paypal. MullenLowe Profero was asked to revitalize the client's blog so it could serve as a useful top-of-funnel marketing channel for a young, tech-savvy, and cross-cultural audience.
What I Did
Based on proprietary client data and our own research, we built out content pillars meant to address the needs of identified audience personas. From there, we laid out a year-long content calendar with a cadence of 2-3 posts per week. I subsequently researched, wrote, edited, and uploaded audience-facing articles on topics ranging from international travel destinations and dining to fintech explainers and walkthroughs of WU core services. The writing process was often research-intensive, but learning how to synthesize information and distill complex ideas to their essence was an invaluable process.
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In the project’s first eight months, this blog content drove over 350,000 page views with limited paid media support. Recognizing the value of our work, the client gave us control over other blogging work that was previously tasked to another agency, and invested in an extensive redesign in order to better showcase everything we’d written.