When Covid-19 hit, business was anything but usual — especially for small businesses. In order to support its small business customers, Royal Bank of Canada (RBC) wanted to ramp up its business content strategy and content amplification initiatives.
A cross-functional team including representatives from marketing, PR, field operations and more, developed and refined the buyer-focused content strategy based on new trends and developments. RBC embraced a multitude of formats, including articles, podcasts, videos and interactive tools in order to maximize reach and engagement, and ensure buyers were receiving the most timely and helpful resources. Backed by a combination of organic and paid distribution, RBC was able to quickly double down on their best-performing content.
Marketing teams need to ride the wave of what’s relevant for their target buyers. Like game designers design their creations to encourage binge sessions, develop a steady, ongoing stream of content that can keep them engaged for hours.