Fibe, a well-established player in the financial services industry, approached us through a Liaison with the need for ongoing content development. The objective was to provide a variety of content that aligned with their evolving business needs, including webpage updates, social media content copies, blogs and articles. Despite Fibe’s already strong presence, they sought to maintain their leadership position and stay relevant to their audience by delivering high-quality, consistent content. The challenge was ensuring timely and seamless deliver through the mediator while adapting to their diverse content needs.

Client Background

Fibe (formerly EarlySalary) is one of India’s leading consumer lending apps, primarily serving young working professionals—a customer segment traditionally underserved by conventional lenders. With a mission to build a financial ecosystem that empowers mid-income groups to fulfil their aspirations, Fibe focuses on providing affordability at scale. The company is committed to evolving alongside its customers’ changing financial needs and offers a range of financial products tailored to upgrade their lifestyle. These include short-term Instant Cash Loans, long-term Personal Loans, and Buy Now Pay Later (BNPL) plans, covering sectors such as healthcare, EdTech, and consumer tech.

Project Goals

The Key goals of the project were:

• Maintain a steady flow of fresh, relevant content to keep Fibe’s audience engaged.
• Provide timely content updated for new product launches and features.
• Ensure that the content reflects Fibe’s leadership and expertise in the fintech space.
• Improve organic traffic and engagement on Fibe’s website.

Strategy

To meet Fibe’s ongoing content needs, we developed a flexible content strategy, designed to accommodate the variety of request that would come through the mediator. the strategy included:

1. Content Formats: Webpage copy updates, social media posts copies, long-form blogs and articles.
2. Channels: Fibe’s Website and Social Media Platforms.
3. Tone: Professional yet approachable, with an emphasis and customer-centricity.
4. SEO: Ensured all written content was optimized for search engines to improve organic traffic.
5. Flexible Scheduling: Prioritized urgent content requests (e.g., product launches) while maintaining a regular flow of evergreen content.

Execution:

We implemented the strategy in several steps to ensure efficient execution:

1. Coordination through Liaison: All communication and project briefs were received via the Liaison, which required clear and prompt feedback loops to ensure accurate delivery.
2. Content Creation: Blogs, articles and Social Media Content Copies were tailored to Fibe’s evolving needs, focusing on current fintech trends, new product features and customer success stories.
3. Webpage Updates: Timely updates to webpage copy ensured that product pages remained relevant and information.

Challenges:

One key challenge was managing content request that often came on short notice through the Liaison, particularly during new product launches or marketing campaigns. We addressed this by creating a flexible content production schedule that allowed for quick turnaround times without compromising quality. Another challenge was ensuring that the mediator accurately communicated the client’s evolving needs, which was handled through regular check-ins and updates.

Key Takeaways:

1. Flexibility in content planning is crucial when working with a mediator and handling frequent, varied content requests.
2. Consistent communication and feedback loops ensure that the content remains aligned with the client’s objectives.
3. Delivering timely, high-quality content is key to maintaining a client’s position as a market leader in a competitive industry.
4. Close coordination with client teams, even through a mediator, is essential for aligning the content with the brand’s visual and strategic goals.

Conclusion

The collaboration with Fibe through a Liaison demonstrated the importance of a responsive and adaptable content strategy. Through timely execution and alignment with the client’s ongoing needs, the project successfully enhanced Fibe’s digital presence and engagement. Our team remains committed to delivering content that strengthens Fibe’s brand and market leadership.

Looking for a flexible content solution for your business? Get in touch with us today to discuss how we can meet your content needs!