Creating content in the identity verification space is no walk in the park.
The subject matter is complex, the stakes are high, and the regulatory landscape is in constant flux.
For organizations that need to meet regulatory compliance and establish trust and safety online, consuming content is an integral part of their role. This means there’s a lot of opportunity for companies in the identity space to create content, but often a lot of it is too surface level, too generic and not the most helpful.
Simply reporting on the latest regulatory updates isn’t enough. To truly add value, content must go a step further.
The content has to be of a certain quality and provide expertise, which requires more resources, strong processes and a collaborative effort with internal subject matter experts.
Few companies execute this well. Trulioo is one of them.
As a global identity verification platform, Trulioo works with leading companies to help them navigate complex identity verification and compliance challenges. Offering business and person verification across the globe, Trulioo enables verification of more than 5 billion people and 700 million business entities across 195 countries.
In this case study, we talk to Trulioo’s CMO, Dawn Crew, to explore how the company leverages content marketing to establish itself as a trusted authority, differentiate themselves in a competitive market, and acquire customers.
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Trulioo’s story
Founded in 2011, Trulioo is headquartered in Vancouver and has strategic hubs in San Diego, Dublin and Singapore. Trulioo combines state-of-the-art technology and industry expertise across diverse markets worldwide to deliver the highest identity verification assurance and foster trust in the global digital economy.
Trulioo works with a wide variety of customers including banks, payment companies, marketplaces, crypto companies and more. Customers include JP Morgan Payments, Mastercard, Airwallex, Nium, Capital.com and more. Their global identity platform includes multiple capabilities:
- Person verification
- Document verification
- Business verification
- Watchlist screening
- Fraud intelligence
Check out their website for more information: Trulioo
Content as the core of their go to market strategy (and how to get the right content in front of the right people)
Compliance and product managers doing research on identity verification are not after surface-level insights. Whether they’re comparing vendors or optimizing their existing solution, they’re looking for deep knowledge to do their jobs effectively.
This is why content is at the core of the strategy and go to market of Trulioo, and why almost every marketing activity they are engaged in involves content.
As we’ve discussed in previous case studies, content and compliance are a match made in heaven: buyers and decision makers have to consume content in order to stay on top of regulations and keep their online platforms safe. Compliance is just one of the use cases for which Trulioo solves for, but for all the use cases within identity verification content is key to help companies fully implement verification correctly. As Dawn says, content isn’t a luxury – it’s essential.
However, it has to be the right type of content: content that does more than just say “What is PEP screening”, but that also interprets the concept and helps the reader put what they’re learning into action.
As Dawn explains:
"Our audience is always looking for new insights, ideas, proof points, methods, tips, and tricks to take back into their organization and do their jobs better."
This need for high-quality content is even more pronounced for a global platform like Trulioo, where identity verification requirements vary from country to country and the rise of AI-driven fraud means consumers expect a safe and secure platform.
Beyond keeping up with evolving regulations, trust and safety professionals operate in an industry filled with nuance — many decisions fall into a grey area rather than a simple black-and-white framework. Managing risk in this environment requires more than just news updates; it demands thoughtful, in-depth content that helps companies running identity verification to interpret changes, make informed decisions, and confidently navigate uncertainty.
Content’s role is to amplify Trulioo’s person as the “trusted expert” (a concept which we go into more detail down below), and a big part of that includes showcasing what success looks like.
That’s why Dawn explains that they’ve found that the content that resonates the most with their target audience is success stories and case studies.
"Case studies and success stories are by far the most requested content. They tell the story better than we ever could."
However, that doesn’t mean the case studies just live under a section called “Case studies” and are rarely visited.
The Trulioo content team has made a huge effort to embed case studies into other formats such as product pages, helping guide prospects through their research and build credibility at key touchpoints.
One particular tactic that seems to work well is to offer two CTAs on each product page:
- Book a Call
- Download a solution sheet / case study
As Dawn explains, not everyone is ready to book a call. Booking a demo is a big commitment from users, and many want to learn more before making a decision.
By offering two call to actions, one that includes a case study or a solution sheet, the Trulioo team have found that the engagement numbers are a lot higher and that prospects often like to learn and read and then will book a demo when they have questions to ask.
What does Trulioo’s content strategy look like?
In a complex, enterprise environment, Dawn describes content strategy as a “team sport.”
The team operates across three core pillars:
- Thought leadership: through bylined articles, industry reports, speaking sessions, and data insights
- Account-based content: tailored assets designed for specific roles, verticals, and high-value prospects
- Customer stories: case studies, testimonials, and success metrics to demonstrate value
Thought leadership can be hard to quantify. But Trulioo tracks success with a mix of:
- Quantitative data: engagement rates across topics, formats, and channels
- Qualitative feedback: insights from sales and customer success teams on whether prospects mention Trulioo’s content in conversations
They are also able to measure against a baseline. Two years ago they did a rebrand which involved a survey of their brand perception in the market. This helped them build an understanding of where they stood and how to measure progress.
What channels are they investing in and how do they target enterprise?
Trulioo uses a blend of:
- Owned channels: including blogs, webinars, product pages, and downloadable resources
- Earned media: via PR, speaking engagements, and industry events
- Paid syndication: working with partners to distribute content on third-party platforms
Speaking engagements is a channel they’ve heavily invested in and now have a bench of experts who are regularly on stages in global conferences.
What’s different about targeting enterprise versus small businesses? Dawn explains that one key difference is that an enterprise audience tends to go very deep on a specific topic, and the reader is keen to consume content through multiple channels. This is different to small businesses, that may take more of an all in one platform approach and are happier to learn everything all in one.
Another difference between the two types of target customers is how important it is to create content for different members of the buying group – something that SVP Marketing Katarina Nordin also mentioned in our content case study on Adyen.
As an organization targeting mainly enterprise customers, Dawn highlights that not all of their content sits on their website. In fact, a lot of it is typically pushed by the sales team, who are regularly in touch with customers and prospects and understand their interests, pain points and know exactly what type of content to send.
How to stand out in an increasingly saturated space
Anyone in identity verification can see that this is a space that is only going to grow as countries introduce more legislation, AI-driven fraud increases, and platforms face more pressure from consumers for safe and secure platforms.
This surge in regulation has sparked a wave of innovation, with more tech entrepreneurs launching companies to address these challenges. As the market expands, so does the competition—making it even more crucial for businesses to differentiate themselves with authoritative, insightful content.
So how do you stand out as an identity verification company?
As we’ve said before, creating the right type of content for this audience can’t be done by doing some research online or regurgitating from other people’s reports. Yet, due to resource constraints and a lack of expertise, many companies in the space fall into this trap—producing surface-level content that fails to deliver real value.
The result? An overwhelming amount of generic content that leaves professionals searching elsewhere to get the information they need.
Trulioo takes a different approach by deeply integrating its experts into the content creation process. Rather than relying solely on secondary research, the content team collaborates closely with a select group of in-house specialists to ensure accuracy, depth, and relevance.
Another key advantage is that many of Trulioo’s product managers are strong writers themselves. This has been instrumental in crafting technical, highly specific insights—particularly when creating content tailored for developers.
Beyond contributing to content, these experts are deeply embedded in customer interactions. They regularly engage with clients, support sales efforts, conduct product demonstrations, and oversee proof-of-concept (POC) setups. This firsthand exposure not only sharpens their understanding of compliance challenges but also ensures that Trulioo’s content directly addresses the real-world needs of its audience.
As Dawn says:
"If you don’t involve people who are talking to customers every day, it just won’t resonate."
Dawn does agree that the best writers:
- Want to get their hands dirty
- Spend time understanding the product
What about AI?
As we’ve noted in other case studies, when the stakes are as high as they are in compliance, the risks of AI-generated misinformation—or "hallucinations"—make professionals less likely to rely on AI search tools. Instead, they turn directly to trusted sources for accurate and reliable information.
For Trulioo, establishing itself as "the trusted expert" means ensuring every piece of content is rigorously accurate and authoritative. In such a high-stakes industry, credibility isn’t optional—it’s essential.
While AI can assist with certain tasks, Dawn notes that it has yet to reach the level of sophistication required to produce meaningful, in-depth content on complex topics like identity verification. For now, human expertise remains irreplaceable in crafting the kind of high-quality content that compliance professionals rely on.
How did the rebrand help understand their brand persona?
Completing a rebrand can be risky and scary. But back in 2023, Trulioo decided to do a rebrand which involved an end to end reposition in the marketplace. To ensure the rebrand resonated with their audience, they conducted a global survey, gathering insights from customers and key personas within their target industries.
One theme emerged consistently: Trulioo was seen as the “trusted expert.” Recognizing the strength of this perception, the company adopted it as the foundation of their messaging and marketing. No matter the audience—compliance, product, or risk—every piece of content is crafted through the lens of this trusted expert positioning.
Today, Trulioo’s brand pillars reflect this refined identity:
- United verification: Trulioo unites person, business and document verification with biometrics and fraud prevention in a single platform attuned to any requirement, use case or performance demand.
- Layers of advanced intelligence: At the core of the Trulioo platform lies advanced intelligence layers that apply AI and machine learning to optimize verification accuracy, speed and cost.
- Truly global, with local expertise: The Trulioo platform offers unparalleled global reach and deep local expertise to ensure businesses can verify people and entities across 195-plus countries with confidence.
According to Dawn, the rebrand provided Trulioo with a clearer strategic lens, allowing them to create more impactful, high-quality content that aligns with their brand promise and audience expectations.
What content is Dawn proudest of?
When asked which piece of content stands out most, Dawn highlights not just a single asset, but their industry reports and their speaking engagements.
1. Annual identity verification trends report
This flagship report uncovers the latest fraud patterns, regulatory changes, and identity verification best practices.
What makes it special?
It’s entirely original. Powered by Trulioo’s own data, the insights offer readers a perspective they can't find elsewhere.
It cements Trulioo’s authority. The report strengthens their trusted expert positioning across the industry.
It powers ongoing content. Insights from the report are repurposed across webinars, blog posts, sales materials, and ABM campaigns, fueling months of activity.
2. Speaking at industry events
Alongside their reports, Dawn points to speaking engagements at key industry conferences as a major source of pride. With a dedicated bench of Trulioo experts, they regularly take the stage to share insights on identity verification, fraud prevention, and regulatory trends.
"We see these speaking opportunities as an extension of our thought leadership. It’s where our trusted expert persona comes to life – directly engaging with the community and sharing knowledge face-to-face," Dawn says.
Both their data-driven reports and their presence on industry stages work together to reinforce Trulioo’s position as the go-to source for identity verification expertise.
Trulioo’s content: a tool to amplify the voice of the trusted expert
In the complex world of identity verification and compliance, high-quality, expert-driven content isn’t just valuable – it’s essential. Here’s why:
Compliance professionals rely on content to do their jobs. Staying informed on evolving regulations is a fundamental part of their role.
Content reinforces brand positioning. By aligning messaging with its "trusted expert" persona, Trulioo strengthens its credibility in the market.
It creates differentiation. In an increasingly crowded space, insightful, expert-led content helps Trulioo stand out.
Beyond checking these boxes, Trulioo has gone a step further – seamlessly integrating content into its sales process and speaking engagements. By leveraging thought leadership at every stage, the company ensures that its expertise isn’t just known, but actively driving conversations, trust, and business growth.
Huge thanks to Dawn Crew for speaking on our podcast, and to Lauren Kaye, Trulioo’s Senior Marketing Communications Manager for arranging the interview!
