Designing the Content Strategy for a Start-Up Within a Bank
Company
J.P. Morgan Chase
Year
2021
The Challenge
Story was J.P. Morgan’s first end-to-end digital platform for commercial real estate. It included rent management tools for landlords, news, market metrics, events, economic data and more, all at one online destination.
As part of the Commercial Real Estate (CRE) product marketing team, we were tasked with managing the content strategy behind Story.
The Strategy
Beginning with a team brainstorming workshop using an impact-effort matrix, we established the priorities we intended to tackle on a quarterly, bi-quarterly and annual basis. To guide the workshop, I observed user testing sessions and spoke with the UX team about their findings in order to get a sense for what kinds of site updates might have the biggest impact.
We started off on easy, short-term wins and set the groundwork for projects that would take more time and effort, identifying the following areas to focus on:
Streamlining the site’s clunky tagging taxonomy.
Updating microcopy on the site, focusing on short, clear, goal-oriented language.
Testing and introducing different project management tools.
Documenting procedures and training other marketing team members on publishing processes.
Promoting the work of our small team of three to the greater marketing team.
Securing engineering team buy-in and getting a sense for project requirements so we could roll out changes on schedule.
The Solution
Together with my team and individually, we accomplished the following over three quarters.
Within one quarter:
Through collaboration with the Commercial Banking legal team, we wrote a more concise disclaimer that would still fulfill regulatory requirements.
Content publishing workflow established - leading to a 500% increase in content.
Drawing on user experience feedback, we noted the need for more localized news and reporting. I tripled area-specific content for key markets in the News section.
Cut our clunky tagging system down by 23%, removing similar, unused or non-descriptive tags.
Tested popular content management systems and organized demos for the team.
Worked with a CRE executive to edit and publish daily market updates providing economic data.
Within two quarters:
I wrote or rewrote microcopy for the News, Learning, Events, Market Metrics, and Economic Data sections.
I worked together with other members of the Commercial Real Estate team on Story roll-outs in specific markets, including Salt Lake City, tailoring that week’s content to our target market and sourcing local content for the launch newsletter.
We maintained six existing content partnerships and developed two new partnerships.
I integrated market data reports and videos into Story, including catchy summaries with the reports to draw attention to interesting data.
We worked on improving site accessibility. I uploaded transcripts for all videos and made sure that we were compliant with WCAG standards.
Within three quarters:
I documented and standardized 8+ procedural workflows on our team management site.
I trained three colleagues on best practices to ensure continuity and gain extra help.
I put together an internal weekly newsletter showcasing new developments on the Story site - keeping senior stakeholders updated and informed.
I oversaw the integration and creation of a marketing analytics dashboard that began collecting data on key metrics.
