Presenting a ‘Big Four’ firm’s asset management thought leadership
With digital communications taking over from paper, this ‘Big Four’ accountant wanted to convert its quarterly newsletter for asset management companies into a regular blog. This was no exercise in corporate vanity. The blog needed to justify its existence by attracting potential clients, through a combination of slick headlines and strong content.
We worked with one of the partners and the marketing department, helping to define an editorial strategy. Once stories had been selected, we talked to partners in Asia, Europe and the US, turning their ideas into insightful articles. We both wrote and edited articles, making sure that their headlines would attract readers on the web, that they were genuine thought leadership and that they ended with compelling calls to action. We had to blend the light writing style that works on the web with heavyweight content.
The blog increased in popularity every month, attracting a large number of subscribers from many of the largest asset management and asset servicing companies. Representatives of both global firms and niche players regularly read articles on topics ranging from regulation to audit. As intended, some of the articles led to new business pitches.