Case Study: Western Union Blog – Financial Literacy & Money Transfer Education
For Western Union, I developed a content marketing strategy to educate a global audience on financial literacy and cross-border money transfers — while driving engagement and conversions. The goal was to position Western Union as a trusted authority, attract organic traffic, and guide users toward services through clear, accessible content.
Approach:
I mapped audience needs—targeting NRIs, travelers, and gift-givers—and addressed common questions around topics like exchange rates, NRE vs. NRO accounts, and gifting etiquette. Using SEO research, I prioritized evergreen and niche topics with high search demand.
Content was optimized for global relevance, clarity, and cultural sensitivity, using scannable formats, internal links, and soft calls to action connecting readers to Western Union tools. Collaborating with subject matter experts and UX teams ensured accuracy and a seamless reading experience across channels.
Outcomes:
The blog drove higher search visibility, inbound traffic, and engagement across Western Union’s owned channels. By balancing educational content with soft promotion, the strategy increased user trust, supported conversions, and reinforced Western Union’s authority.
This scalable, user-focused approach proved how combining SEO, editorial rigor, and expert input can drive both engagement and business goals.
