Delivering content as a service for NatWest customers

See how we helped NatWest deliver content as a service to over 5 million UK business owners

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Supporting British business

Small and medium enterprises (SMEs) are the lifeblood of the UK economy. Combined, they employ more people and account for more revenue than their big business cousins. But life is far from simple for their hard working owners.

Limited resources mean that they often have to be experts in every aspect of their business’s operations. From cash flow management to the impact of tax changes on their industry, SME owners need expert advice that is tailored to them.

In 2018 NatWest asked us to help them deliver it. With just four months to go before the launch of a major multi-agency campaign, they challenged us to design, build and populate a platform that would go beyond content marketing and deliver ‘content as a service’ to the country’s SME owners.

 

A new approach to SME client engagement

Building on the award winning ContentLive platform we designed the new NatWest Business Hub to cater to a wider audience. Built around clearly defined user journeys, it offers expert content on the topics that matter most to the target audience. And, in the process, it establishes NatWest as more than just a payments processor.

The Hub is complemented by a new editorial strategy that meets the diverse demands of its national audience. Over 60 new content pieces are added every month, split by industry and subject matter and organised into toolkits. This targeted approach sets NatWest apart from its competitors and makes it easy for SME owners to find exactly what they’re looking for.

Whilst we delivered to a tight deadline, there is a long-term strategy in place and we’ve already started on phase two of the platform’s development.

 

Engaged users

The Business Hub has engrossed a national audience. Over 50,000 people came to the site in the first four weeks and, on average, they each visited 60% more pages than on the existing ContentLive solution.

Since then, it has grown into a go to source of information for SME owners. To date, users have accessed over 15,000 hours worth of insight and advice, helping them do more of what really matters and establishing NatWest as a trusted advisor.

 

“We’ve heard directly from relationship managers that, not only is the thought leadership on the Hub helping foster meaningful conversations between them and their clients, but customers themselves are sharing it with their staff and peers.”

Paul Spratley, Marketing Manager, NatWest