A household name with miles to grow

How value-added content – and serious discipline – changed the game


BMO Global Asset Management


Content Development, Distribution, Email List Management, Editorial Committee

What they said:

“Revamp a digital B2B newsletter that’s distributed to Canadian financial advisors”

What we heard:

“Add value, grow a following, engage stakeholders, curate content, disseminate like clockwork, and be innovative within a tight creative box.”

What we did:
  1. Create internal engagement: institute an editorial committee to ensure timely and relevant content
  2. Rethink the focus: write for versus “to” the audience – eschewing product promotion for thought leadership and business building ideas
  3. Involve the audience: seek subject matter experts among recipients, resulting in increased readership, interest, feedback, and loyalty
  4. Commit: through ultra-disciplined project management, turn a sporadic entity into a piece that 13,000 Advisors have come to count on each and every month
  5. The heavy lifting: take on the entire end-to-end process: research, interviews, ghost writing, approvals, design, programming, dissemination, tracking – and continuous improvement

We’ve grown readership, enjoy higher-than-average industry open rates, and have deepened engagement with the content. Advisors have spoken with investment dollars after reading about new strategies and solutions. The internal salesforce uses Insights as a regularly scheduled touchpoint. And BMO Global Asset Management has rewarded us with loyalty: numerous ongoing strategic thought-leadership initiatives – and referrals across the enterprise.