Content Marketing:
Truist Bank
As content marketing strategist at Truist, I worked on digital products: Bill Pay, Zelle®, and Online & Mobile Banking Adoption.
Product Content Marketing: UX & UI
Working together with Truist marketing partners, I focused on improving the user experience within the Truist customer journey.
This involved the creation and optimization of compelling digital content for Truist email marketing campaigns.
My role specialized in targeting mobile & online banking adoption, as well as engagement and enrollment into the Bill Pay and Zelle products.
Truist Bill Pay #1
Boring products? Only boring marketers.
In the world of Truist Bill Pay, beating banality means cutting corporate speak on the front end of content—leading with a simple, emotional concept.
"Two words of relief: "Bills paid," says the feature headline.
Any bank can lead with a benefit spoken in the vernacular. But when you can tap into something universal, something weighing on the mind of every individual—you can position your product emotionally in the minds of your prospects.
Truist Bill Pay #2
At times, when bank brand marketing puts you in a box. The villain to fight is Mister Guardrails.
When Mister Guardrails threatens to suppress your marketing, the best thing to do is call Mister Memorability.
"More secure. More at ease. More reasons to use bill pay," says the feature headline.
Alliteration. Mirroring. Creating easy-to-remember cadences. These are literary techniques that help improve bank messaging memorability.
Guardrails may determine what you say. But how you say it—that falls on the craft and skillset of the content marketer.
Digital marketing messaging for Zelle®
engagement and enrollment
Zelle® Holiday Campaign at Truist
Good messaging is never on the nose. It's got layers.
For this Zelle® holiday email, anyone can say "Send a gift to someone you love." Just like many banks marketing Zelle® today.
But leaders don't settle for cliché. They defy tradition. "When the best day for a gift was yesterday, try Zelle®," says the feature headline.
This message opts for the unexpected. That radical candor that doesn't typically come from banking (addressing that elephant in the room) how nearly every shopper during the holiday wishes they got their shopping done “yesterday.”
When a bank can be honest and relatable, when you can meet people where they're at—you earn the attention of your audience.
