Case Study: PayPal Braintree achieves 4x faster content production and consistent brand voice with Contently's Tone Analyzer

How Braintree Used Contently’s Tone Analyzer to Find the Right Writers

Braintree, the payments platform, refreshed its brand in 2017 to reposition payments as a strategic business function rather than a chore. As part of that overhaul it needed writers who were both payment experts and able to consistently capture the new brand voice, but lacked a reliable, objective way to identify the right freelancers.

Braintree used Contently’s Tone Analyzer to score its existing content and contributors on five tone traits, ranked writers by a Tone Affinity Score, and ran a blind test of six selected authors. The results showed the highest-affinity writers produced the best pieces, enabling a more efficient editorial workflow—reducing rounds of edits, speeding production by about 4x, and giving the team a data-driven method to staff freelancers.

PayPal Braintree

Terri Falvey

Lead Content Strategist