The marketing need
Threadneedle Investments merged with Columbia Management in 2015 in order to reinforce the companies’ strength across Europe, the US and the UK. It follows that a key marketing priority for the group was to present the combined capabilities of both firms under a single brand.
Columbia Threadneedle Investments (CTI) enjoy a longstanding relationship with Investment Week so we were well placed to deliver against this need.
Our suggestion, however, was not more of the same traditional advertising.
We encouraged the group to move away from paid media placements and instead partner with us in an integrated, year-long campaign, using our content services as well as our advertising inventory.
Doing this meant CTI could stagger its marketing message in the right way: from first-touch awareness (traditional advertising and native articles) to proper engagement and consideration (lead generation pieces in the form of video and dynamic eBooks).
We call this lead generation content: ‘decision content’.
This approach not only kept the market informed of CTI’s new brand identity but also helped the group’s sales and marketing alignment.
Columbia Threadneedle Focus eBook front page
Webinar: "Does the UK equity market deserve its ‘unloved’ status?"
Distribution & performance
As well as hosting the FOCUS eBook on gated and ungated platforms, campaign promotions included a variety of native adverts, continuous editorial articles flagged as ‘Partner Insight’ on Investment Week and email newsletters.
These were sent to readers alongside smart push notifications to increase visits and dwell time.
As such the eBook delivered an above-average number of user leads and page impressions to the client.
The webinar was also marketed to a targeted audience set on Investment Week and Professional Adviser, resulting in good user engagement. There were 131 total registrations and 95 live viewers.
They are one of the first fund management group’s to properly invest in a content marketing approach; an approach that disregards ad hoc solutions in favour of ‘always-on’, connected engagements over the year.