TD Newsroom - The Science of Brand Journalism

Matt Hartley is a senior manager in the corporate and public affairs division at TD Bank Group and a 2022 B2C Content Marketer of the Year finalist. Previously, he was a technology reporter at The Globe and Mail and the National Post, and also established the Financial Post Tech Desk to keep track of national and worldwide tech news. Matt was also more recently the originator of the Post's arcade video-game news site. This goes to demonstrate that when the content is valuable, department, job title, and reporting structure don't matter. The TD Newsroom team invested a lot of effort into generating service journalism that centered around the brand. They deepened the data-driven content and sharpened their content formula. The motto of the website "Enriching lives one story at a time" symbolizes this purpose. "It puts the customer as the star of the narrative. It tells accounts that are relatable to customers and people alike," Matt said. This team also works in a similar way to an agency, connecting with relationship authorities in distinct fields such as individual savings, insurance, banking in the US, and so on. In 2021, there was an increase of more than 125% in visits to TD Stories compared with the year before. The majority of these visits (98%) were from outside sources, with 25% of them being caused by organic Google searches. According to Matt, the purpose of creating content is not an end in itself; it is designed to teach customers and give them the knowledge and assurance they need when making financial decisions. He explains the science of brand journalism as weaving together stories that people find thought-provoking and useful, but that also meet the goals of the business.

(source: https://contentmarketinginstitute.com/articles/td-bank-content-marketing)