Narmi | Gated Content Campaign

Your Digital Front Door Is Broken

Content Strategy, Copywriting, Editing, Campaign Development

Project Overview

In a digital-first world, banks and credit unions need a seamless way to onboard new customers, but many in the industry still struggle with knowing where to start when addressing digital gaps.

Narmi needed content that could help financial institutions understand and overcome the challenges they might face with digital account opening, and showcase how Narmi's Digital Account Opening solution is tailor-made to meet their needs.

My Contributions

As Narmi's Content Marketing Manager, I led the development and execution of a gated white paper and promotional campaign. My team and I conducting interviews with industry experts and key stakeholders to create a content experience that sparks conversation, encourages sharing with colleagues, and garners active participation. This campaign positively lifted awareness of Narmi's core products and generated highly engaged MQLs.
Narmi
Content Marketing Manager
December 2021 - April 2023
Content Marketing Specialist
November 2020 - December 2021

Banking Industry Expertise

To develop this gated piece of content, I led the content team in compiling and connecting the dots from 2+ years of industry webinars and original interviews. This approach created a "single source of truth" for Narmi's digital account opening thought-leadership content, while staying consistent with Narmi's Product Marketing efforts.

Enhanced Brand Awareness

Narmi needed a way to build brand awareness and attract the tech-forward financial institutions within its target market. By crafting this long-form white paper in the voice and tone of the Narmi brand, we were successful in making dense industry knowledge accessible and easy to digest while demonstrating how Narmi differentiates from the competition.

Lead Generation

In order to elevate Narmi's gated content experience, I led the design and development of gated landing pages optimized for high conversion. Visitors who enter their contact info are taken to a secondary landing page where they can download the resource, watch a relevant webinar, and explore related blog content. This helped to encourage more engagement with the Narmi brand while simultaneously generating high-quality leads for Narmi's sales team.

Designed For Sharing

This campaign was launched with both a print and digital version meant to stand out and build trust with tech-forward banks and credit unions. The high-quality print version has an archival quality that makes a lasting impression at conferences, while the digital PDF version is designed to be highly shareable.

Both versions give Narmi a powerful tool for generating MQLs and gaining a seat at the table with qualified prospects.

Reaching The Right Audience

In order to cut through the noise and get Narmi's message in front of the right decision-makers, we needed to directly address the factors that complicate digital growth at financial institutions. To do this, I encouraged Narmi's Content team to listen closely to the concerns and challenges our prospective customers share, and turn them into actionable advice they wouldn't find anywhere else.

To spread the word, I led the development of display ads and banners that were embedded throughout Narmi website and were used to build lead-gen ads on Linkedin. By taking a more targeted approach to the audience being served ads, we were able to reach the right prospective customers and keep unqualified leads to a minimum.