Challenge

Truist needed a new creative content strategy for the commercial and corporate banking section of their web site. They wanted to be content-first and deliver timely advice and insights that spoke to the needs of C-suite business banking leaders.

Solution

I led a team that conceived and deployed a site redesign and content-driven campaign around the idea of “Imagine tomorrow. Build it today.” We interviewed over 40 subject matter experts in Truist commercial banking and identified 7 trending challenges that C-suite leaders were facing. The trends — along with viable solutions — became the structure of advice-driven editorial, social, email and video storytelling.

View latest landing page.

White papers

The 7 key business challenges were curated into a summary Purple Paper (our idea on what to call Truist white papers) that introduced the content program and its solutions.

See the full Purple Paper PDF.

Results: The landing page received ~5,000 visits (organic) and 143 Purple Paper downloads.

Editorial examples

Operational risks have changed: Make sure you’re protected
Now’s the time for an operational risk analysis

5 business tech trends owners can’t afford to ignore
Blockchain, AI, and other developments that may be affecting your business

6 things to know about buying real estate for your business
Is buying property the next step in your business strategy? Keep these considerations in mind.

4 risk management strategies to help protect your business
Mitigate risk and position for the long term.

The supply chain and global conflict: Strategies for success
Ways to lessen your supply disruptions

How to create a family business mission statement and preserve wealth
Share values to ignite a shared passion

The future of virtual mergers and acquisitions
The benefits of virtual M&A

Training for adapting to new technology and digital-forward success
How to train employees on new technology

4 things COVID-19 taught the middle market about transition planning
What owners wish they’d done sooner

How mergers and acquisitions can help solve for today’s business challenges
M&A as a rebuild-and-recover strategy

3 supply chain lessons learned in uncertain times
Armed with the right strategies, business owners can take steps to help their supply chains endure in any economic environment.

Why do I need an M&A advisor for my next deal?
Navigate unexpected challenges of due diligence, negotiation, financing, and transition.

Opinion: Shift from debating about recession to preparing for the future
Financial risk management insights from a Truist expert

Results

• 20k visits per month
• 13% repeat visit rate
• 2:33 average time on site
• Email clickthrough rate above industry average of 3.1% after A/B optimizations to subject lines, send time and sender name
• Paid media performed at or above benchmark
• 2023 Marcom award for B2B writing of a white paper