HSBC’s Global Markets group decided they wanted to become thought-leaders by offering high-value insights material through digital channels (basically they wanted to launch a digital magazine but didn’t want to use that word).
I helped them achieve their aim by developing a comprehensive content marketing framework detailing all aspects of the new channel and material, from strategic and editorial to architecture, user interface, content models, and publishing guidance.
I developed a detailed and overarching editorial strategy for HSBC's GBM presence that would support them becoming a thought-leader, with a focus on value-add content delivered in an ongoing, regularly updated fashion (consider it a magazine, but that's not the word they wanted to use).
The publishing strategy dovetailed with a recommended UI and IA overhaul to which I also contributed.
