Matt Hartley is not a marketer.
And yet, he is a 2022 B2C Content Marketer of the Year finalist.
Though seemingly incongruous, it’s not. Companies don’t all approach content with the same organizational structure.
Matt is head of editorial strategy and senior manager in the Corporate and Public Affairs department at TD Bank Group. TD Stories, the team’s branded journalism platform, took home top honors for Best Content Marketing Program in Financial Services and earned finalist mentions for Best Content Marketing Launch and Financial Services Publication in the 2022 Content Marketing Awards.
Those results prove that department, title, and reporting structure don’t matter if the content works.
“We tell stories aligned with (the company’s) communication and business goals. It’s about brand building, thought leadership, financial literacy,” Matt explains.
Here’s how a non-marketer finalist for Content Marketer of the Year built an award-winning program.
Launching the newsroom
In 2018, Matt joined TD as a content strategist. He was hired partly because of his background in journalism and creating new content products. Matt had worked as a technology reporter at The Globe and Mail and the National Post. He also created the Financial Post Tech Desk, a home for Canadian and international tech news, and was the founding editor of the Post’s arcade video-game news site.
In a shifting media landscape, the team looked to add branded content into the mix of more traditional media relations activities. They turned to the team Matt leads to help scale a TD-owned channel, initially called TD Newsroom, into TD Stories.
While TD Newsroom aligned with the external communications goals, it started with a primarily internal audience – few visitors came to the site from outside TD Bank.
Turning the content program inside out
TD Newsroom’s importance grew when the pandemic hit in 2020. No longer just another tool in the communication toolbox, TD Newsroom became pivotal to reach customers quickly.
“Creating our own content and being able to distribute it became crucially important to us,” Matt says.
The team focused on creating branded service journalism (content intended to help customers), and traffic to the site increased substantially. Topics such as banking tasks you can carry out online, budgeting for income impacted by COVID, and planning an emergency fund took center stage.
At the same time, TD was beginning to rethink its approach to the TD Newsroom.
“We were rethinking how we did content and where the customer was in their journey,” Matt says. The team also doubled down on data-driven content and refined its content strategy.
In 2021, the rebranded TD Newsroom, now dubbed TD Stories, debuted. “It places the customer at the center of the story. It tells stories that resonate with customers and colleagues,” Matt says.
The site’s tagline – “Enriching lives one story at a time” – reflects this mission.
TD Stories organizes content around five pillars (as shown in the site navigation in the screenshot above):
- Your Money features financial tips and advice.
- Innovation highlights new technologies to create more personalized banking experiences.
- Community features stories about TD’s involvement in the communities where it operates and where its employees live.
- Colleagues tells the stories of employees.
- Insights features thought leadership from the bank’s executives.
Making everything count
“We’re a small but mighty team within corporate and public affairs. It’s a flat team – everyone brings ideas to the table. It really wouldn’t work if it wasn’t as cohesive as it is,” Matt says.
The digital content team also functions a little like an agency.
“We work across our department with colleagues supporting all areas of the bank to create stories. We may pitch to them, asking for a subject matter expert to help us tell a story, etc.,” Matt explains. “We could not exist in a vacuum.”
For example, the bank’s editorial calendar revolves around repeating deadlines and patterns. Deadlines for retirement plan contributions and income tax returns occur during the same period every year. And each spring, more people begin house hunting.
With TD’s digital content team amping up the content measurement strategy, the team can analyze how well those yearly content pieces perform. They also can better understand what people are searching for, so they can refine and improve the next content iterations.
“We can take those moments and make those moments fresh,” Matt explains. “We can ensure the customer gets the best and most accurate information possible.”
The metrics reflect the team’s dedication to excellence. In 2021, traffic to TD Stories grew more than 125% year-over-year. Almost all the traffic (98%) now comes from external sources, including 25% from organic Google searches.
Knowing the real goal
“At the end of the day, the content is not the end goal. The goal is to help educate the customer and help them feel more informed and financially confident. When you keep that in mind, the actual structure of a story or every sentence has a purpose,” Matt says.
That’s part of the secret science of brand journalism. As Matt explains: “Take the objectives of the business and marry them with stories that the customers find engaging and useful.”
And that’s an award-winning formula regardless of department name, title, or organizational structure.
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Cover image by Joseph Kalinowski/Content Marketing Institute