Award-winning Omnichannel Approach Drives Sales Leads
TD Ameritrade Institutional (TDAI) sought to drive organic search traffic, establish deeper engagement with prospects and clients, cement its thought leadership, and eventually drive sales leads in this niche space — financial advisers and those who aspire to be one. The company already had content living on a website as well as a magazine it believed in and knew resonated with its audience of registered investment advisers. What leaders wanted was help bringing the entire program up to date with a best-in-class strategy that considered audience need, channel and delivery.
For a program with several components, the challenges were both broad and practical. How do you apply digital-first thinking to a print magazine published four times a year? How do you reconcile the desire for digital-first thinking — not to mention efficiency — with the understanding that your print and digital audiences aren’t always looking for the same things? And, perhaps most importantly: How do you differentiate yourself in a space where sophisticated content marketing is the norm?
The program goes beyond mere audience-first thinking to a hyper-tailored, audience-focused approach. Digital content considers the needs and wants of prospects most likely to search. An award-winning podcast incorporates storytelling and emotional resonance, deepening relationships with the adviser community. The quarterly print magazine content takes a digital-first approach, using data to determine which online content earns editorial placement, but it also considers the unique needs and wants of the clients who are consuming print pieces. The whole program is dynamic, responding to shifting needs in the marketplace with fast-moving, quickly delivered content produced and published in just days when events demand.
The approach is efficient: Content isn’t siloed, but considered part of broader program objectives. The content is resonant: It meets the needs of a podcast listener differently than the needs of a magazine reader or web searcher. And finally, the program is award winning, earning accolades from the Content Marketing Institute for the storytelling and emotional engagement found in the podcast as well as the overall program’s strategy of using performance data to inform print production.
percent increase in quarterly traffic
percent bounce rate. Decreased from 38.33 percent and was a historic and industry-leading low
percent of search traffic coming from organic search. An increase from 14.5 percent
TD Ameritrade Institutional won a Content Marketing Award for Best Content Marketing Program in Financial Services and was a finalist for Project of the Year. TDAI was also recognized as a finalist for Best Podcast/Audio Series. The Content Marketing Institute produces the Content Marketing Awards, the largest and longest-running international content marketing awards program in the world. You can see a full list of the Content Marketing Award category winners here.