Research that helped leadership pick its focus industries, and six months of content to match.
The marketing team at a top 50 bank interviewed and surveyed its mid-market commercial team, used the findings to help leadership choose its focus industries, and planned six months of content around them.
Content without a shared direction.
The marketing team at this top 50 bank wanted to write compelling content that lined up with the company's vision. What it needed was a clear direction: what the content stood for, what it should talk about and when.
26 Characters went straight to the people who sell and came back with research our leadership used to choose the industries we focus on. The process was organized and easy on our team. We finished with a plan we could actually run, where every piece has a clear audience and a clear job.
We started with discovery, then built the plan.
We analyzed the bank's content creation process through discovery sessions and a situation analysis.
From what we learned, we created a content mission statement to guide every piece, themes designed to build trust with the bank's audiences, and a calendar that organized all of the planned content so everything stayed on track.
The research came straight from the people who sell. We interviewed and surveyed the mid-market commercial team about the industries they serve and the questions clients ask them, then organized the calendar around commercial verticals rather than products.
Conversations to understand how content was created and why.
One statement to guide every piece of content.
Topics designed to earn the trust of customers and prospects.
Six months of content, organized and on track.
Research leadership used, and six months planned.
The marketing team took our research to commercial leadership, and leadership used it to choose the industry verticals the bank would focus on.
From there, the team planned six months of content under one mission statement, organized by those verticals and grounded in what customers and prospects actually need. Every piece in the plan has a clear audience and a clear job to do.
The services behind this story.
Each one works on its own, or as part of a bigger plan.
An editorial plan that organizes what you publish across the year.
About this service →A go-to-market plan with strategies, tactics, timelines and cost estimates.
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Start with a free diagnostic. We'll look at how your team plans content today and where a clear plan would help most.