Background:

Bank of America has done a great job of demonstrating its thought leadership position across multiple areas, including: its commitment to environmental sustainability, affordable housing, financial education and mobility, social progress, diversity and inclusion in the workplace, amongst many others.

The Bank’s channels are full of stories that show the human impact, community benefit and social rewards of these commitments. In addition to these areas, they believed there’s also an opportunity to take a leadership position on Cyber Security However, their approach to the topic of Cyber Security at the time was inconsistent and not always inclusive of review and contribution from the their internal subject matter experts.

The Task:

The goal with this project was to develop and implement a content marketing strategy to ensure that BoA:

• Creates consistent messages and a compelling story about cyber security across lines of business that reflects the latest thinking by the GIS subject matter experts. Is seen as a resource and advocate by internal marketing teams.

• Tells a compelling story to prospects and clients about the value of BOA’s information security and the role that individuals play in establishing information security.

The Result:

I created a comprehensive content strategy that was informed by data and insights, as well as interviews with primary internal stakeholders. I also identified eight audience segments that they were looking to target, along with their specific areas of concern and interest around cyber security. These insights helped identify five key differentiators that I built the Bank’s external messaging around. The main output from the strategy was the development of a Cyber Security Journal which was established in 2019 and continues to this day. It exists in both digital form as well as a version which has been designed to look like a high-end magazine but can be distributed digitally to customer groups and internal employees.