Case Study: RBC achieves content scale across 22 teams with Contently

How content became a staple inside one the world’s largest financial organizations

Royal Bank of Canada (RBC), one of the world’s largest financial institutions with ~85,000 employees, 17 million clients and $12.9B in revenue, needed to scale content marketing without losing consistency or speed. Facing fierce competition for attention, the bank set a modest initial goal of one piece per week per division but confronted complex logistics to expand that effort across dozens of teams while keeping a cohesive brand strategy.

RBC partnered with Contently and used a data-driven content audit to shift teams toward top-of-funnel educational storytelling, onboarding divisions one by one to own audience definition and distribution. A centralized legal reviewer was integrated via Contently’s custom workflow to eliminate bottlenecks and cut review time from weeks to days, enabling near-real-time publishing. The program now spans 22 divisions, delivers an 81% engagement rate, and achieves a 15% higher finish rate than the industry average.

RBC

Caroline Paxton

Senior Director of Social Media, Content and Strategic Initiatives