Success Story
Expert Finance Writers Behind Best-Performing Web Content for U.S. Financial Services Firm
Thought-provoking essays and stories enable company to elevate attention to positive outcomes from entrepreneurs.
THE BACKGROUND
Family-Owned Company Provides Intergenerational Financial Services for Nearly a Century
This U.S.-based financial services company, family-owned for more than nine decades, provides wealth management and advisory services to individuals, families, and entrepreneurs looking to expand their business or transition it to the next generation. Whether clients are looking for personal investment advice or an assessment of business risks and how to mitigate them, this financial services firm combines expert research with hands-on experience to inform decisions.
The company’s long history means they have generational relationships with families and business owners, but they want to reach new and aspiring entrepreneurs to support their journey. At the same time, they want to encourage knowledge and appreciation of the role of business in building communities and expanding opportunities for people.
| Details | |
|---|---|
Client | U.S. Financial Services Firm |
Founded | 1933 |
Sector | Financial Services |
Product | Capital Management, Insurance, Investment Banking, Private Wealth Management and other Financial Services. |
Services | Expert thought-leadership writing for Financial Services website: articles and video |
THE CHALLENGE
Developing Content to Reach a New Generation of Entrepreneurs
The financial services industry, like many other businesses, thrives on building strong relationships for an extensive pipeline of business. A family-owned legacy business has the benefit of multigenerational clients, but also needs to develop new relationships for future generations. To solidify its position as a leading and reliable financial services business for entrepreneurs, the company needed to reach the growing number of Americans starting and expanding their businesses.
Nearly one-in-five (19%) of Americans were entrepreneurs in 2023, up from 13% in 2013, according to the Global Entrepreneurship Monitor, an annual report by Babson College. That represents a potentially deep market for a financial services company to tap.
Reaching those new entrepreneurs, future entrepreneurs and the estimated 32 million small business owners in the U.S., many of whom hope to expand their business, required a strategy to reach them with interesting, supportive content that goes beyond generic tips for business owners. The financial services company wanted to take an optimistic, encouraging approach to demonstrate the variety of ways business could contribute to a better future.
“Rather than a direct sales approach, Content Innovo created a content strategy that highlighted stories that provide uplifting history and economic lessons, along with inspiration and ideas for future business and community growth. CI's finance writers provided ongoing content development for a microsite featuring a curated collection of compelling stories, focused on economic education, that fosters audience engagement and forges productive sales and marketing connections for the organization.”
Financial Services Firm Marketing Team
THE SOLUTION
CI's Expert Finance Writers & Strategists Meet Entrepreneurs Where They Are
Every CI client receives the same dedication to their unique needs. Before a single word is written or a second of video is recorded, we develop a content strategy based on the company’s goals and the interests of their prospective audience. We carefully analyze the best ways to engage the desired audience and develop a content marketing strategy that matches the brand voice.
For this financial services firm, the audience included current and future business owners, business advisors, and academics interested in entrepreneurship. To engage people in those widely varied demographic groups, each with different experiences and interests, we needed to combine our SEO content writing services with podcasts and videos that appeal to targeted listeners. We engaged our team of professional finance writers with deep experience in writing for sites such as The Wall Street Journal, Barron’s, The New York Times, Bloomberg BusinessWeek, the Harvard Business Review, the Financial Times and the Washington Post, to write articles that would garner attention and nurture the brand.
Rather than a direct sales approach, we created a content strategy that would highlight stories that provide uplifting history and economic lessons, along with inspiration and ideas for future business and community growth. Since its launch in 2016, CI provides ongoing content development for a microsite featuring a curated collection of compelling stories, focused on economic education, that fosters audience engagement and forges productive sales and marketing connections for the organization.
THE RESULTS
Finance Content That Engages a Broad Audience
The mission for this firm is as much about education and highlighting success stories of businesses as much as it is about marketing their services. To that end, CI developed an array of articles and videos about nonprofit and for-profit organizations that support entrepreneurs and encourage people to act on their dreams of turning their passion into an income stream, including profiles about companies collaborating to combat the Covid-19 pandemic, businesses designed to combine sustainability with profitability, and philanthropic organizations that support a myriad of causes.
Content produced by CI’s roster of expert website content writers often ranks as the best-performing on the site. Articles and videos are consistently shared by employees of the financial services company with their clients and prospects. In addition, the organizations profiled on the site widely shared the content with their connections, adding to the potential pool of future customers for the firm.
About Content Innovo Solutions & Services
Content Innovo’s approach to B2B content marketing services and branding is to provide our clients with an easy-to-follow industry-specific thought-leadership strategy. We will talk with you about your goals and audience and create a unique strategy to meet your needs.
We can take your B2B content marketing from its earliest stages of strategy through months of content planning and execution, through to ongoing website design, professional proofreading and editing services. And anything in between.
