Speaking your customers’ language
Understanding the issues your customers face and providing useful insights to help them succeed in their chosen field are hallmarks of a trusted adviser.
As a global bank with its finger very much on the pulse of UK business, Barclays is always looking to create content on hot topics that resonates with organisations at the sharp end of the ever-changing economic landscape up and down the country.
The bank’s relationship managers need content that speaks the language of their customers to reinforce its position as a thought leader. This is central to building the Barclays brand and ensuring share of voice in a highly competitive market.
In short, the bank needs a steady stream of high-quality written content on a seemingly limitless variety of subjects to help engage with clients.
Taking the strain
We’ve helped Barclays keep up a regular dialogue with its business customers over many years by writing and designing engaging content in a variety of formats.
This includes creating compelling thought leadership from third-party research, as well as mini-reports, web content and regular blogs for social media to support the bank’s content marketing and business development strategy.
Working closely with the Barclays Corporate and Business Banking marketing teams and sector experts to tease out the issues and explain them in user-friendly language, we provide insightful, topical comment on the issues that matter – and always in that all-important fit-for-purpose tone of voice.
We’ve worked with Barclays teams focused on industry sectors as diverse as media, technology, business services, real estate, manufacturing, retail, logistics, healthcare, education. And we’ve helped the bank create content for organisations of all types and sizes, from SMEs to larger corporates to not-for-profit. Whether it’s about future proofing UK business through investment in AI and robotics, analysing Christmas retail patterns or combatting cyber crime, everyone loves a good story. Our work often involves interviewing the bank’s customers, professional partners and other industry experts, as well as internal subject matter experts to share their perspectives.