Content marketing and communications strategy are powerful ways to convey your brand values and build an audience. A tool that’s becoming increasingly popular among companies is the content hub, which consolidates highly targeted articles, ebooks, and testimonials in one area and allows brands to effectively engage with current or prospective customers.
But it’s not enough to design a beautiful resource center and call it a day. There needs to be a solid strategy in place that’s built on an understanding of your target audience—from their specific pain points to their ongoing response to the content you put out.
At Knotch, we’re deeply invested in learning about and from other brands’ content processes. TD Bank recently launched a content hub called TD Stories and gave us a behind-the-scenes look into their journey.
The Power of Storytelling
The team at TD Bank launched the platform to differentiate itself from other financial services companies by driving meaningful, authentic conversations with consumers, media and other core audiences about TD’s core purpose, community initiatives and business goals. Chad Mitchell, VP of Content & Digital Platforms, explains that the company wanted to demonstrate to their customers and colleagues that TD Bank isn’t just another faceless corporation—they’re a values-driven brand with an exciting story to tell.
“We're big believers in the power of storytelling, and especially the stories told through the experiences of our customers, colleagues, and communities. Through our storytelling, which accurately reflects our purpose, values, and shared commitments, we believe we can retain and attract new customers and establish ourselves as an employer of choice.”
While TD Bank already had an existing digital newsroom, it was outdated and was failing to reach its target audience. The content was also solely catered to a U.S. audience and wasn’t optimized for global storytelling. These are all things the TD Bank team set out to change with their new content hub.
Taking the First Steps
While TD Stories is still a relatively new project, the content hub has been a huge success so far. It’s populated with valuable articles—ranging from financially-focused blog posts to community stories. But according to Mitchell, their work is far from finished. The next phase? Proving the value of their content marketing investment.
“We've got a shiny new object full of stories created by the best content team on the planet, but now we still want to do two things. Take personalization and customization to the next level so that each visitor has a unique experience. Second, we need to know if those stories are working the way we intend them to. Are we driving consideration? Do people see us as a credible provider of financial advice? Do they understand our commitment to diversity and building an inclusive workplace? In other words, what does the data tell us about our content? That's where we're going next—prove out the value of the investment.”
But this, of course, is easier said than done. Content Marketing Institute shares that nearly 60% of businesses aren't getting the insights they need from their content. This problem typically stems from not having the right content measurement tools in place. That's where TD Bank aims to foster a partnership with Knotch—a source for unique insights, which enable content to drive business goals.
Tying it all Together
The team at TD Bank recognizes that to create a top-notch content hub, they'll need to invest in the best martech stack available—including a content intelligence platform. Mitchell says that investing in Knotch ensures that they understand the impact of their content marketing efforts and know how to iterate on their strategy using a data-based approach.
"We've made significant investments in building a fantastic content team and in creating a modern digital platform for our storytelling. It would be a shame to stop there, still just only knowing unique visitors, time they spend on our site and other metrics that only tell part of the story. Partnering with Knotch will allow us to truly measure and understand how audiences are responding to our content in real-time. Adjustments can be made if necessary, allowing us to keep our audience at the center of all we do,” says Mitchell.
Given how rapidly the world of content marketing is evolving, the TD Bank team also wants to ensure that they're making investments with the present day and the future in mind. "At TD, we aspire to be the best-in-class in everything we do—from our unexpectedly human approach to banking to our brand storytelling and content marketing. To be recognized as best-in-class, you do great work and you associate yourself with partners who are best-in-class, like Knotch. Through our partnership, we've been able to stay ahead of the curve and build a future-proof strategy and team,” said John Pluhowski, Chief Communications Officer, TD Bank.
By investing in a content hub fueled by analytics, TD Bank can communicate its brand values, set itself apart from the competition, and bring in more business. Want to see how Knotch can help you take your content marketing efforts to the next level? Schedule a demo today.
PS- If you haven’t already, download our free Guide to Content Measurement now.