Developing powerful launch content for an exciting financial services app

We created a full-stack content strategy, production workflow, and suite of educational launch content for MetLife's first-ever financial services app

Translating brand strategy into content

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Aligned brand position with user needs

Working closely within a matrixed structure, we developed a content strategy that aligned with brand fundamentals (positivity and empowerment) while taking advantage of product capabilities.

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Developed content design and experience

Collaborating with the design team, we developed unique content formats that engaged and entertained the user along their journey

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Created production workflow and governance structure

Stood up the production workflow, including legal approvals and CMS, and hired the writers to produce hundreds of pieces of launch content

Developing the launch content for a first-of-its-kind app

MetLife was embarking on a multi-year project to build a new financial wellness app—but they didn't know how to educate their users on personal finance, what editorial to create, or how to develop a strategy and production workflow to create hundreds of articles and graphics for an app that would be used by tens of thousands of users every day. By creating a rigorous content strategy and through collaboration with internal stakeholders and several development agencies, I developed an editorial plan, strategic messaging framework, staffing model, and publishing calendar to create a library of content that educates users on all aspects of personal finance, from budgeting and saving to investing and retirement.

Services Rendered

Taking a project from zero to one

Working with several development agencies over the course of a year, we created a content strategy that showcased the brand's best attributes while educating users on the fundamentals of personal finance

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Brand Strategy

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Content Strategy

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Experience Design

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Content Governance

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Workflow Design

Hundreds of pieces of original launch content

We developed a strategic messaging framework, editorial plan, staffing model, and publishing calendar. Our launch library of content included hundreds of pieces of original articles that educated users on all aspects of personal finance, from budgeting and saving to investing and retirement.

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