How Fintechs Do Content: Building Trust with 200 Touchpoints at Thunes | Mathieu Limousi - Chief Marketing Officer at Thunes

So I wanted to turn this into one of our content case studies so we can focus a bit on kind of how you do content at Tunes.

So I guess my first question is, what is the role of content within Tunes' wider marketing strategy? Like, how do you think about content and what role does it play, I guess, yeah, in your marketing?

A lot of the content where we do attunes is really thought leadership content, right? We don't do that much content that is going to be very bottom of the funnel.

We do have some sales enablement activities where we try to be more precise, but The bottom of the funnel content that we do is going to be very specific to specific accounts, talking about specific pain points.

So it's really sales enablement at the last mile.

But where we focus most of our effort is on the thought leadership.

raising brand awareness and making sure we are in all the conversations that matter for our customers.

That's really our objective so that we're perceived as the go-to source of information.

People understand we simplify payments concept.

Payments is really complicated.

Even payments experts have sometimes a hard time navigating the intricacy because at a global scale, it's so different from one market to another and so on.

It's really intricate.

So we have to simplify everything.

And so we really focus on that, making the content as simple, accessible as possible, yet super insightful.

And then what is important is that we're also there to help any of the people we touch click down, double-click on specific topics, and then get additional information.

But what we aim for with our thought leadership content is really get this entry point that explain the complexity of payments in very simple terms and then help them down the funnel by double clicking to get more information.

I don't think we reinvented the wheel in terms of how we build content and plan for content.

We strategize obviously the different topics that are relevant for us, relevant for our audience.

May they be customers, partners, regulators, investors, and so on.

And we build the content based on that to explain the opportunities that the market is missing and explain the depth of the opportunities and how these opportunities can be tapped into.

We do that across multiple channels and formats.

I think the most interesting part for us is that we always start with a cornerstone piece of content, like a large piece of content.

We've been publishing, for instance, what we call mobile wallet reports.

because one of the things that we do as tunes is we allow anyone that want to send money into a mobile wallet in any country to do that very simple or simply easily right but the market doesn't realize that they necessarily need to do that to send money overseas when you sit on that side of the world when you're in the us when you're in europe you just send a bank transfer and that's easy it's going to arrive into a bank account but in reality there are more people with a mobile wallet than with a card in the world and that's for many many years and so we need to explain that to open the eyes to the market like the opportunity what they miss and where it matters and so on and so we build this cornerstone content which is the mobile report And then from there, we can build a lot of subcontents.

We can slice and dice, focus on different regions, focus on different verticals, why it matters for the banks, why it matters for the fintechs, why it matters for the telco, why it matters for insurance companies, et cetera.