Narmi | Content Strategy & Development

Insights Blog and Resource Hub

Content Management and Production, Copywriting, Editing, Content Design, Inbound Marketing

Project Overview

Narmi needed a content marketing program that could help to elevate their brand within the digital banking industry as well as build awareness for Narmi as an innovative technology partner banks and credit unions can depend on.

My Contributions

I took a brand storytelling approach to develop Narmi's Content Marketing program, giving it structure by identifying and mapping categories of content to Narmi's brand values. This allowed Narmi to scale up content production by removing uncertainty about what topics are covered, and how that content would support Narmi's products.

The result was a well-organized Resource Hub and Insights Blog designed to resonate with digital banking and technology leadership.

Narmi

Content Marketing Manager

December 2021 - April 2023

Content Marketing Specialist

November 2020 - December 2021

Understanding Narmi's Audience

Creating a content marketing program for Narmi presented an interesting challenge: How do we stand apart and build credibility with a well-informed audience typically hesitant to change?
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I worked closely with Narmi's product marketing, sales, and customer success teams to fully understand the buying journey. This insight into what motivates their decision-making and the goals they're trying to accomplish directly informed the content and educational material we created for our audience.

Strategic Storytelling

With a long sales cycle and core market of less than 5000 financial institutions, I chose to prioritize content that added value for our audience beyond the typical dry case study or surace-level SEO blog post. Our aim was impact over volume.

Through content like customer stories, checklists, and in-depth white papers, we stepped into the shoes of our customers to empathize with their goals and motivate them towards success.
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By focusing on success stories that evoke emotions, connect with audiences on a profound level, and align with brand values, Narmi has been successful at demonstrating how the product and service from the team creates a true vendor partnership with customers.

Thoughtful Thought-Leadership

Because building trust and credibility with Narmi's audience was paramount, it was essential to recognize the distrust many banks and credit unions have with fintech vendors.

By having external industry expert voices regularly featured in Narmi's blog articles, long-form resources, and podcast-style audio, I was able to leverage their wisdom to amplify Narmi's value proposition and expertise with our customers.

Redesigning the Content Experience

Along with developing the inbound content marketing program at Narmi, I led the redesign of the Resource Hub and Insights Blog. These updates resulted in branded content with greater visual appeal making it more engaging and inviting to Narmi's audience.

Improvements like progress bars on blog posts, visual CTAs, links to related content, and embedded media elevated the user experience of Narmi's content and encouraged users to spend more time engaging with the content.