Integrated Content Strategy
Articles, Emails, Video, Social, Webinar
To support the launch of a new crypto portfolio investing product, Betterment needed educational content that would build trust with prospective and current customers. We also needed to create content that resonated with both first-time and experienced investors.
Using research on our target market segments, I developed a cross-channel content strategy integrated with the email, video, web, and product teams. Strategy execution included writing articles, video scripts, and newsletters. To help build awareness of the content and product launch, I coordinated a joint webinar with national brand partners. The strategy resulted in a unified content experience, guiding people on their investing journey.
Newsletter (Naming, Research, and Copywriting):
Webinar (Agenda and Speaker Scripts):