CONTENT DEVELOPMENT
Architecting a content and digital strategy to add client-value.
DELIVERING A NEW EXPERIENCE.
Spearheading a new way of communicating, adding value to our audiences, and driving sales.
The opportunity.
Siloed marketing and communications teams had traditionally overwhelmed our clients with multiple competing campaigns. We were competing for a small amount of attention between ourselves, and advisors needed a better way of understanding what they needed.
A better and more streamlined experience was needed for our advisors, and a system of communication needed to be created for the Marketing & Communications team.
Once the pandemic hit, and it became even more important to communicate with our clients clearly and frequently and through digital channels. Executives bought into the idea of an “always on” approach to delivering information and an opportunity to build on our brand.
Not only was this a brand-building opportunity, but also a revenue-generating opportunity as we looked to create additional value for our sponsor partners.
The shows.
To fuel this “always on” strategy, we developed a slate of shows that were based on from requests from teammates and advisors, inspired by ideas in the market that could be modified for us, and refocused current series. I developed the initial set of shows and then iterated as we incorporated feedback.
The shows were created for a variety of media: video, audio, and written content. The shows were created for our multitude of audiences. The shows were built to communicate different types of information and in different ways; whether it’s help content, news, or thought leadership. And in the aggregate, will deliver a consistent cadence of news, updates, and stories so there’s always something to tune into.
The process.
This new content development model required a new way of collaborating with teammates across the Marketing & Communication team. We developed an editorial planning process, instituted a content programming calendar, created and assigned new roles, and built additional tools for production.
All shows level up to an overarching theme determined by Marketing leadership. And having the framework for content themes and formats, empowers producers and others on the team to make decisions on episode content, helping us scale production.
I led the development of a production book for each show, which acts as a single source of truth, for the producer of the series and helpful materials for those participating in the development of the content. These help create consistency against story, structure, and brand and reduce production time.
The experience.
This new way of developing content necessitated a new way to distribute content. We evolved the idea of a “corporate newsroom” into a centralized media hub delivering live video, on-demand video, podcasts and blogs. Prospective and current advisors engage with content from their peers, LPL leaders, and sponsor partners and take action including, learning more about affiliating with LPL as well as learning more about products and services to adopt or buy.
I built the initial set of wireframes for the site, taking inspiration from industry peers and other companies, to set the vision for our digital and product team partners who would ultimately create the site.
The result.
In September 2020, we launched the LPL Newsroom. A public-facing experience built brand awareness and drove leads for the advisor recruiting team. A gated experience, only for LPL advisors, drove awareness of products and platforms, created connections between advisors, and led to sales of new services.
Series have won awards, led to revenue, created organizational alignment, and reduced production friction.
But wait, there’s more!
Executive Producing
Building a show including creative direction, operational model, and team assembly to execute the show.
Creative Strategy
Ideating and bringing a creative campaign from concept to fruition.
Brand Development
Bringing a brand to life through digital and creative channels.
Creative Production
Crafting a content and creative outputs for marketing campaigns.