AllianceBernstein EMEA: Looking out for local audiences
Facing an issue that’s common to countless global finance brands but rarely rectified, AllianceBernstein’s global insights hub wasn’t delivering the level of localised and relevant content the asset manager felt investors both expected and deserved.
As a result, the EMEA marketing team approached The Dubs in early 2019 to help them create and manage an always-on content and social media program that delivered relevant content, in local languages, to the local websites in key European markets.
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Not simply a case of producing locally-focused content for the EMEA audience, The Dubs needed to establish the structures, processes and platforms for local distribution—focusing on LinkedIn and Twitter.
The Dubs worked with the US and EMEA teams to establish a workflow that saw both regions create the content EMEA needed to consistently post relevant organic content to its audience twice-weekly. Prior to the launch of this content stream, traffic to local market sites was dwarfed by the US. Now, having maintained a consistent cadence of content that appeals to local investor needs, EMEA sites are often in the top 10 most visited pages. In the first 6 months of consistent publishing, the program delivered engagement rates 200% above industry benchmarks.
In the first 6 months of consistent publishing, the program delivered engagement rates 200% above industry benchmarks.
Beyond offering investors tailored thought leadership and insights, driving traffic to local websites allowed AllianceBernstein to track the audience’s journey path from content to key strategy pages, allowing them to better understand and evolve their conversion strategy.
Having defined AllianceBernstein’s content and social media strategy and established the framework needed to deliver on it consistently, The Dubs now provides a retained service; managing all aspects of paid social media. This activity includes article creative, twice-weekly promotion of sponsored articles to highly targeted audiences, real-time optimisation of campaigns, reporting and data analysis.
In addition, The Dubs provided guidance and documentation covering editorial and imagery production and social media best practices. These guidelines have ensured the asset manager can confidently create content and distribute this safely across social platforms within a robust compliance framework, while also providing the rulebook for how content should be produced and sustained to the highest quality to capture institutional investors’ attention and engagement.