Case study

National Bank

+106 ^%

increase in traffic

+23 ^%

Facebook page likes in 6 months

+60 ^%

visitors aged 25-34

Find out how we did it

Faced with the major challenge of growing the content marketing program at the National Bank, Adviso quickly set up specialized teams that allowed us to increase the pace and impact of our content strategy. By allowing us to grow our pool of collaborators, both for our proprietary content and for media partners, they permitted us to quickly shift our audience to a younger demographic, which was one of our top priorities for this year.

Philippe Santerre

Lead strategist and Content Marketing Team Lead, National Bank

Brand transformation through content marketing

Over the years, the National Bank has built a rich environment of advice-type content consisting of over 3,000 blog articles. Collaborating with Adviso allowed the Bank to create and optimize quality content with the goal of shifting the perception of its brand among millennials. The objective was to publish more engaging content that effectively represents the “makers” DNA of the National Bank, while simultaneously making the connection to “real life”, one that is beautiful but not always simple when it comes to talking about money. The results presented were achieved over a short period of six months, a testament to the effectiveness of the strategy and tactics deployed.

Challenges related to the project

Supporting the Bank in deploying an editorial guide, and developing its taste for risk

Aligning the client’s business needs with content suppliers’ creative proposals

Prioritizing optimization efforts due to a large volume of pre-existing content

Establishing a clear method of measuring content efforts and their impact on conversion

Strategies deployed by Adviso

Creation of brand content as a starting point in the conversion and remarketing journey

Creative process supported by Adviso’s SEO methodology, favouring social engagement and organic traffic

Media planning strongly linked to content strategy

Leveraging a rich media portfolio of specialized content, credible in the eyes of the target audience

Adoption of visual norms, an editorial tone, and content formats adapted to the target audience

Services deployed at Adviso

Digital Media Content marketing See all services

National Bank

Visit National Bank of Canada

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