Content Marketing:
Truist Bank
As a content marketing strategist at Truist Bank, I worked on digital products: Bill Pay, Zelle®, and Online & Mobile Banking Adoption.
Product Content Marketing: UX & UI
Working together with my 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.com and 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? No, in financial brand marketing there's only boring marketers.
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In the world of Truist Bill Pay, beating banality means cutting corporate speak on the front end of content—and leading with a simple, emotional concept.
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"Two words of relief: "Bills paid," says the feature headline.
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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 prospect audience.
Truist Bill Pay #2
At times, when bank brand marketing puts you in a box.​ The villain to fight is Mister Guardrails.
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When Mister Guardrails threatens to suppress your marketing, the best thing to do is call Mister Memorability.
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"More secure. More at ease. More reasons to use bill pay," says the feature headline.​
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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
Working together with my 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.com and 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.
Zelle® Email Marketing
Good messaging is never on the nose. It's got layers.
For this Zelle® holiday email, it'd be easy to say "Send a gift to someone you love." Just like so many other banks marketing Zelle® to clients.
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But leading bank brands don't settle for cliché. They defy tradition.
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​"When the best day for a gift was yesterday, try Zelle®," says the feature header.
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This message opts for the unexpected. That radical candor that doesn't usually come from a bank. It's about addressing that elephant in the room: how every shopper in America (at some point) during the holiday season wishes they got their shopping done “yesterday.”
When a big bank can be honest and relatable, when you can just meet people where they're at—you earn the trust of your audience.
Fraud & Security marketing messaging
Zelle® Holiday Campaign at Truist
Working together with Truist marketing partners, I focused on improving user experience within the Truist customer journey.
This involved creation and optimization of compelling digital content for Truist.com and email marketing campaigns.
My role specialized in targeting mobile & online banking adoption, as well as engagement and enrollment into Bill Pay and Zelle products.
Zelle® Email Marketing
Good messaging is never on the nose. It has layers.
For this Zelle® holiday email, it'd be easy to say "Send a gift to someone you love." Just like so many other banks marketing Zelle® to clients.
​
But leading bank brands don't settle for cliché. They defy tradition.
​
​"When the best day for a gift was yesterday, try Zelle®," says the feature header.
​
This marketing messaging opts for the unexpected. That radical candor that doesn't typically come from a bank. It's about addressing that elephant in the room: how every shopper in market (at some point) during the holiday season wishes they got their shopping done “yesterday.”
When a big bank can be honest and relatable, when you can just meet people where they're at—you earn the trust of your audience.