Business Acceleration Editorial Content for a Leading Fund's Wealth Advisors
The Business Challenge
When I started working with this investment bank in 2017, it was one of the few I worked with that understood formal editorial content strategy. This wealth management brand knew how it could help them maintain their commitment to supporting its investors and wealth advisors with exceptional educational tools and resources.
One method of engaging the wealth managers who offer its investment products to their clients is by providing them with guidance on accelerating practice growth and ensuring client retention. They did this by using editorial content to show wealth advisors how to make the bank's trusted products foundational to investor portfolios.
They needed an editorial content writer who could incorporate editorial content strategy aligned with the bank's overall business plans into their writing. As that writer and strategist, I helped them support their wealth advisor clients with best practices for offering the brand’s investment products to investors.
But the investment bank did not want to use a thinly veiled sales pitch that appeared merely to encourage wealth advisors to pitch its investment products. Instead, they needed an editorial content strategy that educated wealth advisors on the extensive research their portfolio development team uses to construct its unique and acclaimed products.
This division of an esteemed more than century-old bank engaged my services—along with a team of other writers and editorial content strategists—to help enhance and execute its strategy.
Approach
Since I've worked as a business development consultant for much of my career, I recognize that wealth advisors serving their clients with the bank’s solutions have the same objectives most businesses do.
They want to build and maintain a prosperous practice that generates wealth for them and their families by providing a higher level of value to their clients than the fees they charge.
Serving the bank client most effectively meant applying my long-time industry experience and my keen understanding of the needs of wealthy investors. I focused on producting content according to foundational business development principles represented in the detailed brand pillars the bank’s marketing team offered.
I pitched, developed, and strategically wrote blog and position paper content that provided essential business development tactics. From behavioral finance and economics to understanding and engaging multiple generations of investors, central to each piece of content were methods for building the crucial aspects of client relationships that aided wealth advisors in maintaining their mass affluent and high-net-worth investor client base.
Outcome
The bank maximized my unique talents as a corporate communicator who understands overarching business strategy and an editorial content strategist and writer who knows audience development to help build a customized library of business development and client relations content. Accordingly, the brand accelerated its own growth by seeding that of its wealth advisor partners.
This editorial content strategy is evidence of the method of building exceptional products and services the bank always uses to serve its clients and partners well. They bring in the best minds available to support their business endeavors regardless of the external identity of the service providers.
Working With Me
If your financial services or wealth management industry brand requires similar editorial content strategic assistance, let's talk about your unique project.
I offer a complimentary 30-minute introductory phone call you can learn about by reading about my “Work Process” here. After you do, contact me to set up a time to share more details about your needs.
(c) 2023. Dahna M. Chandler for The Stellar Communicator, a division of Thrive Media Consortium, Inc. All rights reserved. This case story may not be reproduced or reposted in whole or in part without express written permission of the author.
(This case story appeared previously on The Financial Communicator, Inc.)
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