Ellevest's Community-Driven Content Strategy: Empowering Women through AI
Applicable Industries
- Finance & Insurance
- Transportation
Use Cases
- Public Transportation Management
- Speech Recognition
Services
- Training
About The Customer
Ellevest is a financial services company founded by Wall Street titan, Sallie Krawcheck. The company was born out of the realization that the financial services industry was built by men for men, leaving women behind. Ellevest's mission is to get more money in the hands of women and others left behind because of their gender identities. The company's content strategy is community-driven, built by women for women. Ellevest has an all-women brand marketing team, including Senior Editor and Content Strategist Deedi Brown and Senior Brand Copywriter and Strategist Kate Gustafson. The company is committed to maintaining an intentionally-designed, inclusive, intersectional style guide that is empathetic, relatable, and fact-based.
The Challenge
Ellevest, a financial services company, was facing a significant challenge in maintaining its unique brand voice and inclusive style guide across all its content. The company's content strategy was built by women for women, aiming to address the gender gap in the financial services industry. However, the company was struggling with inefficiencies and bottlenecks in the content creation process. Much of the company's brand voice and style guide knowledge was held by a few individuals who had been with the company for years. This situation created a bottleneck, as only these individuals could effectively edit content to ensure it aligned with the company's voice and style guide. The challenge was to find a way to train more people on the style guide more quickly, release these bottlenecks, and empower more team members to create content that accurately represented the brand.
The Solution
Ellevest turned to Writer, an enterprise-grade generative AI platform, to address these challenges. Writer was used to train writers on Ellevest's evolving voice and inclusive style guide, ensuring that all content, even those not going through a formal editing process, still met Ellevest's brand guidelines. The AI platform was also used to collaborate on new content across teams and for compliance purposes. Writer's training happens securely on a company's own provided data, including their best-performing blog posts, landing pages, PPC ads, email, and social media content. This approach ensured that the generated content was consistent and on-brand, whether the initial text came from humans or from AI. The use of Writer also allowed Ellevest to incorporate feedback from their community into their content strategy, ensuring that their content resonated with their audience and made them feel connected to the Ellevest brand.
Operational Impact
Quantitative Benefit
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