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BlueBay Asset Management

Content marketing and social distribution strategy and execution

While so many institutional asset managers stick to traditional digital content offerings such as PDFs and research, The Dubs encouraged BlueBay to take a more innovative approach to delivering insightful thought leadership.

Pre-empting audience needs

As an asset manager with a very institutional client focus, it was imperative the content marketing strategy be tailored to their audience and products. BlueBay’s content marketing strategy not only satisfies their audience, it pre-empts their needs by alerting and educating customers about the broader market issues at play. Social media distribution also forms a key part of this strategy, with content primarily shared through organic posts on LinkedIn and Twitter, as well as on BlueBay’s website.

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BlueBay’s digital and video content is centred around market insights and detailed analysis of world events, drawing on the expertise of BlueBay’s executives to explain the potential impact and relevance of these events to customers and their investments.

In this 60 second, highly-shareable video, BlueBay explores key market themes such as the impact political and policy dynamics can have on investing behaviours, and the tools customers can use to assess and respond to political risk.

Creating attraction

To add impact and increase attraction to the content, The Dubs has developed BlueBay’s editorial image strategy with a focus on strong creative imagery and infographics. The Dubs also supports BlueBay in the evolution of their brand across all corporate materials to ensure consistency in their image and messaging.

“We understood we needed to improve our content marketing and social media presence and the Dubs has helped us achieve this objective.

How we’re measuring success

The Dubs helped BlueBay to launch their content strategy in late 2016, with success currently measured through social channel growth and engagement. In addition, a key metric for success is the sales team’s use of the content in face-to-face meetings and also their own social media profiles.

What our client thinks

“We understood we needed to improve our content marketing and social media presence and The Dubs has helped us achieve this objective. Whilst our approach is growing and evolving, we believe we are now able to differentiate ourselves amongst our peers,” says Jayne Fieldhouse, head of communications and brand.

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