Case Study: Royal Bank of Canada (RBC) achieves enterprise-wide content scale and improved engagement with Contently

How RBC Successfully Scaled Content Across 22 Teams

Royal Bank of Canada (RBC), one of the world’s largest financial institutions, faced the challenge of scaling content marketing across dozens of teams while avoiding wasted or overly sales-focused materials. After an audit showed most assets were bottom-funnel offers, the marketing team needed a consistent, balanced approach to create more top-of-funnel stories that would educate and engage customers before pitching products.

RBC partnered with Contently, launched a centralized Discover & Learn hub, and gave each division responsibility for audience, production, and distribution while using Contently’s workflows for streamlined legal review. The result: 22 lines of business producing cohesive content, average engagement of 81% (10% above finance norms), a 71% finish rate versus a 56% industry average, and dramatically faster publishing timelines—from weeks to days—plus stronger internal buy-in and purposeful content mapping across the customer journey.

RBC

Caroline Paxton

Senior Director of Social Media, Content and Strategic Initiatives