Background

Regions has operated for over a decade a series of content marketing channels on their main website supporting commercial, wealth and consumer lines of business. They had developed a deep library of content that at times seemed overwhelming and complex with much of it overlapping in theme.

The Task

It was pretty clear to me that the immediate need was not for more net new content but was actually to help organize the existing body of work better and get it to deliver better results.

The Solution

My first action was to conduct an extensive audit of the existing content with the goal of identifying which content should be sunset, which needed updated and which was fine as it was. I used a combination of Adobe analytics and SEO data to prioritize which content we would review.

Additionally, I then created a content strategy (which was previous not in existence) to help guide the work of the internal content team. The strategy worked as a North Star to define the role for content in the marketing funnel, then define tone, voice, editorial pillars across multiple lines of business, and a set of KPIs. This work also helped us to identify any content that was outside the Banks right to voice and might be actually hurting SEO and therefore should be removed. I also led the development of a redesigned digital thought leadership landing page for their wealth team, and redesign of their wealth and commercial print magazines to give them a newer, more contemporary aesthetic. 

Regions new landing page for the digital version of their print magazine.

The updated Insights print magazine that targets wealthy prospects and clients.