THE CHALLENGE
A European investment manager sought to elevate its thought leadership strategy and provide more compelling content targeted at insurers in select South East Asian markets.
THE SOLUTION
N/N conducted a competitor content audit and a thematic media scan, benchmarking content using N/N’s CARDIO Content Quality Index and identifying relevant thematic content opportunities. We then provided targeted advice and practical solutions to help the client improve its thought leadership impact.
THE OUTCOME
The investment manager was able to effectively measure the effectiveness and quality of its content in comparison to its competitors, clearly seeing areas of comparative weakness. The strength of the analysis gave it the confidence to act on N/N’s recommendations to increase the ROI of its thought leadership spending.
What we did:
The engagement began with an analysis of ~700 insurance-focused content headlines published by major financial media publications, identifying, and mapping thematic themes and sub-themes.
N/N then assessed the content assets produced by the investment manager and its two closest competitors, using a mix of qualitative expert analysis and quantitative scoring using N/N’s proprietary Content Quality Index – CARDIO. This focuses on six metrics: Consideration, Accessibility, Relevance, Data visualisation, Insights and Originality.
The engagement concluded with a presentation of the key findings to the stakeholders, and a succinct and actionable set of recommendations to optimise and bolster the client’s position as an investment thought leader. Ultimately, implementing N/N’s recommendations boosted the power and impact of its content marketing expenditure.
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