BUSINESS CASE - SABADELL

Business case

The Content Factory
Relational Content Platform

Banco Sabadell is one of the main banking groups in the Spanish financial system. It comprises different banks, brands, subsidiaries and other investee companies. It is a multi-brand and multi-channel organisation with a strong position in the personal and corporate banking market.

Over its more than 140-year history, it has built up technological and commercial resources and its workforce, forming a team that operates in 15 countries.

THE CHALLENGE:

Más Sabadell is Banco Sabadell’s content site, where the bank publishes articles of interest for the bank’s private customers, companies, businesses, and the self-employed. To offer a portal with current, helpful information for the customer and with a more informative nature, ViewPoint Communication began collaborating with the bank in April 2020 with a clear objective: to provide quality content and added value. To this end, we have created an online editorial team of journalists with extensive experience in the finance, entrepreneurship, business and personal banking sectors, who prepare the topics weekly. Our main mission is to be very familiar with news and current affairs to identify topics relevant to the bank’s customers.

Furthermore, we also provide Banco Sabadell with support and advice to create a strong and decisive marketing strategy. To this end, we work in coordination with the bank’s digital marketing team to decide the steps to follow in the strategy, choose which topics to publish, and achieve the right approach.

In short, this site mixes brand journalism techniques with content marketing to enhance the bank’s positioning as an expert in certain topics and boost commercial content.

OUR CONTRIBUTION:

The tasks ViewPoint develops for Banco Sabadell include:

Content management advice
Strategic consulting
Search for topics of interest
Weekly content planning
Drafting of articles
SEO optimisation
Conducting interviews
Proposals for other types of content, such as infographics
Editing branded content
CMS

THE RESULTS:

Thanks to our close collaboration with Banco Sabadell’s digital marketing team, we thus achieve a personalised strategy that is well directed to the site’s target audience. In turn, through the active search for topics focused on the audience we wish to address, we produce highly relevant content. Accordingly, we generate interest and engagement with the bank’s customers.