Case study

How Central FX used LinkedIn content to get 1,680,000 eyes organically on their brand

Central FX partnered with noticed. to create LinkedIn content that reached, educated and resonated with their target audience, while positioning their business as a credible, reliable leader in their industry.

Headline figures

1,681,740

Impressions gained on the business

504.4%

Audience growth across the accounts in one year

About Central FX

What they do

Foreign exchange and cross-border payments

Industry

Finance

Headquarters

London

Engagement

Content

TL;DR

Central FX handles foreign exchange and cross-border payments, a category where trust decides everything and unknown names get no benefit of the doubt. noticed. built a content strategy across several accounts, each leader speaking to a different segment of the ICP.

• Reach: 1,681,740 impressions gained on the business.
• Audience: 504.4% growth across the accounts in one year.
• Method: several accounts, divided by audience segment, not one brand voice.

Challenge

Central FX needed to earn trust in a category where trust is everything.

Businesses, founders and high net-worth individuals moving money internationally want a provider they feel confident in, and they are slow to trust names they do not know. These are high-stakes, infrequent decisions.

The aim was to become familiar, credible and front of mind, so that when FX needs came up Central FX was the obvious first call.

Why one page was not enough

Their customers are not one audience, so the profiles were not treated as one either.

A single brand page has to speak to everyone, which in practice means speaking distinctly to no one. Splitting the work across senior leadership profiles let each leader own a segment and write to that group's priorities, situations and challenges.

• The company page for brand and credibility, carrying the team behind the service and the proof that the business is substantial.
• Each leader on one segment, so every part of the ICP saw content that felt relevant, from someone senior enough to be worth listening to.
• Reach through people, because engagement travels through human networks, which is why the leadership profiles outperformed the page.

Three jobs for the content

Each theme was doing something different, deliberately.

1. Educational. Explaining FX and cross-border payments clearly, which positions the business as a reliable expert rather than a vendor.
2. Case-study examples. Real situations where Central FX had helped a business or individual through a specific problem.
3. Thought leadership. Opinions on the market, giving the audience a reason to follow rather than just a reason to read once.

Together these build familiarity and strengthen credibility over time, while keeping each person's personality front and centre. In a trust category, familiarity compounds in a way that a single campaign cannot buy.

Results

One year of coordinated publishing across the company page and leadership profiles.

Reach

1,681,740 impressions gained on the business.

Audience growth

504.4% across the accounts in one year, extending organic reach into every segment of the ICP.

Positioning

Established as a go-to name for foreign exchange and cross-border payments among its target audience.