Fifth Third Enterprise Level Content Strategy

Background:

Fifth Third had been using content marketing across multiple lines of business for some years. They approached me to conduct an audit of the current content and develop a content strategy.We discovered many inconsistencies in approach, voice, tone, as well as examples of undifferentiated content with an overly heavy focus around creating foundational content. There was little consistency in the approach towards content within business units, let alone at an Enterprise level.

The Task:  

I developed an overarching content strategy that identified the role for content e.g., where this tactic can help support the customer journey, and be used to differentiate Fifth Third’s offering as a regional bank. This helped to unify the content marketing work with other marketing initiatives such as brand strategy, social, ad campaigns and specific line of business priorities.

Created a uniformed approach to tone and voice so that content is created consistently across all lines of business.

The Strategy Included:

• Editorial mission statement, right to voice, tone and voice statements, so that content is created consistently across all lines of business.

• Competitive review and audit of existing content.

• An annual editorial calendar using the content stack methodology to establish a more varied mix of content that included franchise as well as news / topical pieces.

• Developed a wide range of content content in multiple formats (articles, infographics, video, etc) across  multiple LOBs from consumer, wealth, small business, to commercial.

• Recommend distribution tactics to maximize owned & operated media.

• Established KPIs and external benchmarks to ensure success can be measure and ROI determined. Introduced new analytics reporting to ensure content is preforming and optimized.