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Lessons from Chime’s Content Marketing Case Study by Narrato
A deep dive into the content strategy of one of the most loved alternative banking apps, Chime! 🎯
Marketing in the fintech industry is no easy feat. It's like navigating a maze while juggling multiple tasks. But Chime, the trailblazing financial services company, has cracked the code to success. Want to know their secret?
In our latest SubStack post, we dive deep into Chime's content marketing strategy. From their customer-centric blog to their vibrant social media presence and out-of-the-box campaigns, we uncover how Chime leverages different marketing channels to engage their audience.
1. The Chime blog
Chime's blog is a user-friendly hub with distinct categories, allowing visitors to quickly find the information they need. With an easy-access tab listing all seven categories and featured posts displayed prominently, Chime ensures visitors encounter valuable content right from the start.
The brand's commitment to prioritizing customers shines through its blog content. The blog content covers diverse topics, with a focus on addressing the needs and pain points of their customers. You will also find tons of educational articles on personal finance.
2. Chime in the news
Chime has a dedicated section on its website featuring links to articles they’ve featured in, such as WSJ, Forbes, Bloomberg, TechCrunch, and more. This serves as a powerful tool to establish brand authority and build consumer trust. Users who may be hesitant about joining Chime can see the recognition and endorsements the platform has received from reputable sources. This can be the deciding factor that encourages them to trust Chime as a dependable and trustworthy financial partner.
3. Chime’s vibrant social media presence
Chime has a huge following on social media platforms. Their Instagram and Twitter accounts focus on relatable content like memes, funny quips, and short clips, attracting Gen Z and Millennial audiences. LinkedIn content highlights brand news and campaigns, while YouTube features educational content and captivating video series. Chime's vibrant social media presence helps them build a loyal audience and boosts brand visibility and engagement.
4. Chime affiliate program
Affiliate marketing is a critical aspect of Chime's fintech marketing strategy. They operate their own affiliate program, allowing affiliates to earn up to $10 per referral sign-up. This program gives them the opportunity to target niche audiences and leverage the networks and audiences of their affiliate partners, thus expanding their customer reach. As affiliate programs are performance-based models, they provide a low-risk approach to enhance marketing return on investment.
5. Content repurposing for maximizing impact and reach
Chime maximizes engagement by repurposing its existing content. Member testimonials, initially used as short promotional ads on YouTube, are transformed into long-form blog posts on their website. Similarly, blog guides are repurposed into concise video guides. This approach caters to diverse audience preferences, offering quick insights or in-depth resources. Content repurposing is an effective strategy that extends content lifespan, enhances visibility on search engines, and boosts social engagement.
6. Feature-first SEO strategy
Chime focuses on optimizing landing pages, feature lists, and product descriptions with feature-specific keywords to highlight its offerings. When users search for Chime's feature keywords like 'free debit card' or 'fee-free overdraft', they are directed to the corresponding feature page rather than the homepage. Feature-first SEO allows fintech companies to attract targeted organic traffic by emphasizing their unique features and benefits.
7. Out-of-the-box marketing campaigns
Chime's popular marketing campaigns have gained visibility across various platforms, including OTT, television, and online. One of their campaigns called 'Happy Chime' was launched in November to reinforce their commitment to providing financial peace of mind. Another campaign called 'Chime Feels', created by Barrett ad agency, showcased how Chime helps users achieve their aspirations. These paid ad campaigns effectively expand their audience reach and generate brand buzz.