Building Trust With an Experienced Audience
TD Ameritrade sought to drive leads among current and aspiring registered investment advisors. We collaborated with TD Ameritrade on a content marketing program that put this niche audience first. The mission? Make registered investment advisors the content heroes, whether it was in a print magazine feature or podcast episode.
Celebrating Advisors
TD Ameritrade already had digital content as well as a print magazine. But they needed a different strategy — one that spoke directly to advisors.
Forging an Authentic Connection
To cultivate a relationship with registered investment advisors, we put them front and center. They not only served as expert sources in the content we created, but their perspectives also helped inform our editorial calendar. This collaboration helped fuel a robust ecosystem that included a content hub regularly updated with trending topics and a video series that highlighted the collaborative culture of TD Ameritrade. And by making registered investment advisors the stars of a multi-season podcast, we helped them further deepen relationships with the community.
Measurable Impact
115%
increase in quarterly traffic
29.07%
reduction in bounce rate
26%
increase in leads generated via the website
Recognition
Winner
Best Content Marketing Program in Financial Services, Content Marketing Institute
Finalist
Best Podcast / Audio Series, Content Marketing Institute
