Brand Publication | “Means and Matters” | Bank of the West

I was charged with positioning the bank as a sustainability leader across digital channels, in order to differentiate us from other major U.S. banks. I also wanted to build out a true a content marketing function to, as nothing was in place beyond an agency churning out non-differentiated content for the commercial banking unit, and it wasn’t performing very well.

This undertaking was a combination of strategy, tools, and traning: I had a team that didn’t have a content marketing background but rather an internal comms background. This needed to change, and fast.

I acted as Creative Director, Editor-in-Chief, and occasional writer for this publication. We garnered 3m uniques in 1.5 years, had a 35% return rate and a 2 min+ time on page, bumped brand consideration by 50%, and reduced consumer churn by 66%. We integrated this content into our social strategy and into our larger media mix. M&M fueled the ABM program and the SMB acquisition program - including a SMB “women in business” podcast. It also won 2 Webbys and a Digiday award, and was nominated for several others. (Losing out to Rihanna and VICE seemed like a great way to lose.)

This publication is archived. If you’d like to poke around, give me a shout. There are some excellent articles worth reading.