Becoming the trusted advisor
The financial crisis left trust in the financial sector at an all time low. For RBS Group this presented an obvious challenge. Trust isn’t something you can just buy, so they were going to need to completely re-think how they approached their customers. In 2015 they asked us to help them do it.
We needed to re-invigorate relationships with over a million small and medium businesses across the UK. We needed to help frontline staff become trusted advisers to their customers and give them a stake in shaping our on-going content strategy. We needed to do one-to-one marketing at scale.
Content marketing where it’s needed
When we launched ContentLive in early 2016, it was a market first. Based around the concept of ‘I saw this and thought of you’, it provides customers with timely and, seemingly, hyper-personalised content. The content answers real challenges that small and medium businesses face and cements RBS Group reps as local, sector and subject experts, who are there to help.
The platform itself was built on the principle of centralised content storage and de-centralised distribution. Turning the existing model on its head.
Intelligent content tagging and storage makes it simple for frontline staff to find what they’re looking for. The bespoke apps and websites make it easy for them to share branded content wherever they are. And commissioning functionality means they can request tailored pieces that meet their audience’s needs.
The technology behind the throne
The solution is a combination of a number of our bespoke marketing automation tools. The content is created using our exclusive network of over 1000 B2B content experts on Content Cloud®. It’s then categorised and hosted in a single repository on our Knowledge Bank platform. And finally, our Scafld CMS enables us to publish across multiple branded sites simultaneously, ensuring that no one is left behind.
Together they provide a seamless solution for frontline staff and their customers. It’s digital content marketing as it should be.
Informed customers, trusted bank
The enthusiasm from frontline staff has been overwhelming. In the first 6 months more than 80% of them had downloaded the app. And, on average, each article was being shared with customers over 1,000 times.
Customers have loved it as well. Clickthrough rates for ContentLive emails are more than double the industry average and over 11,000 people visit the websites every month.
Through ContentLive we’ve empowered relationship owners to become active advisors to their customers. The sector specific insights we’ve helped create have enabled the bank to stand out at a time when trust in financial institutions was low. And, in 2017 we began support for the RBS Groups private banking divisions as well.