Advice+

Scotiabank · Banking

Overview

Scotiabank is a Canadian-based financial institution offering services across North America. The bank helps customers achieve success through personal and consumer banking, wealth management, and private banking.

Scotiabank · Banking

Challenge

In 2018, the bank was looking to expand its online content with articles that spoke to financial topics that Canadians care about. The Scotiabank team was creating a blog that was focused on financial literacy, what is now the bank's Advice+ Centre.

After seeing how Contently helped Tangerine, a subsidiary of Scotiabank, with its blog, they decided to explore a partnership of their own. "We were looking for a creative partner that would help us develop interesting long-form content that is on brand and conversational," shares Diana Hart, Content Manager at Scotiabank.

Scotiabank · Banking

Solution

As the team became familiar with the content marketing platform, they realized the value of Contently's freelance talent network. Scotiabank's content team worked with Contently's freelancers hand-in-hand from 2018-2020. As the production demands grew, the team saw an opportunity to scale further.

While taking on more projects would be challenging for internal teams to assign on their own, they knew Contently's Managing Editor (ME) could be of service. Darci Swisher was assigned to the account as a single point of contact for Scotiabank. Contently's MEs are fully briefed on company goals and content strategy to manage the team of external writers.

The managing editor acts as an extension of the team, creating a better content output before it ever hits a Scotiabank desk for review.

Contently has helped Scotiabank scale its content into a well-rounded financial literacy hub with valuable information for its clients.

Scotiabank · Banking

Results

Since onboarding Contently in 2018, Scotiabank has drastically expanded its scope of work. The team uses Contently to create long-form and multimedia content throughout the year on a range of topics.

Much of this new content stems from partnership with Nick Vaka, an art director on the Contently platform, who now manages graphics for Scotiabank. The art director was also impactful in recruiting social copywriting and graphic support for Scotiabank's social channels.

The Scotiabank content team works with its internal SEO team to review how organic search is performing month-to-month and adjusts its content strategy accordingly.