Dontá’s unique content strategy came from merging Truist’s core pillars of care with Dontá’s personal mission of Helping Other People Excel (H.O.P.E). This created a signature POV that we could use to tell stories about the brand products, key events, and personal anecdotes: Leading with H.O.P.E.

By regularly interviewing and capturing “what’s new” in Dontá’s world, staying up-to-date with institutional and industry news, we crafted continuing narratives that resonated as relevant and valuable to his audience.

Topics ranged from lessons on leadership, to the importance of financial literacy, to public acknowledgements of the colleagues he championed.

Partnering directly with the Truist executive social team, we met weekly to pitch 3-5 concepts and deliver 1-2 posts. This cadence ensured we continued to brainstorm fresh, timely ideas while delivering content at a rate that kept the content calendar booked.

Posts ranged from text only, to animated infographics, up to a separately researched and strategized video content program. This creative mix showed a diversity of visual styling in his feed, keeping the messaging fresh and dynamic for his audience to reduce “feed fatigue” through overly systematic repetition.

The video series was elevated from audio-only capture content to a fully-produced video series that had it’s own launch and analytic tracking, bringing in nearly 300 new followers alone in just the first five weeks.

This organic-only LinkedIn strategy became such an integral part of Dontá’s communication system, we could see many core stories and phrases developed for the Leading with H.O.P.E series echoed throughout Dontá’s leadership messaging.