The expertise the end client needs

We conceived and developed sponsored content that continues to generate revenue growth for a midsize content marketing firm. Read more

The Client

A content marketing firm whose platforms include a leading news and analysis website for financial advisors.

The Challenge

This client needed help developing sophisticated sponsored content related to the advisory industry for end clients including large wirehouses, broker-dealers and asset managers. The client brought in our editorial team to report and write the content, and to collaborate with content sponsors to develop editorial programs that would serve readers and support the end clients’ business goals.

Our Solution

The Writing Company’s project manager works closely with the end clients and the content marketing firm. Drawing on our team’s knowledge of the financial advisory industry, the project manager develops concepts for white papers, infographics, articles and advertorials based on proprietary research, industry trends and interviews with subject matter experts. Our in-house team of reporters, writers and editors then turns those ideas into content. Topics have included a wide range of issues important to financial advisors, including behavioral finance, client communication and alternative investments. We collaborate closely with the content marketing firm and the end clients throughout the process to ensure that we are producing the material they need, when and how they need it.

The Result

TWC’s partnership with the content marketing firm has generated more than 100 pieces of content over five years, and the relationship continues to grow. It has expanded into other parts of the financial services industry, including insurance, banking and investing. The content helps the end clients build awareness among advisors—and in turn, the advisors benefit from content that helps them manage their businesses and serve the people who come to them for financial guidance.