Thinking aloud

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How to establish and grow a global content marketing and social media program
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The Brief

The Dubs was appointed Aberdeen Standard Investments retained global content and social media agency in January 2014 to establish a consistent content publishing program to grow brand credibility, audience engagement and scale across its asset management markets globally.

At the heart of the program is a daily editorial publishing schedule of insightful, thought provoking content under the ‘Thinking aloud’ masthead. Content produced is created to be equal to (or exceed) that available in mainstream press in the finance and investment categories.

All content is distributed across the brand’s owned social media channels and promoted both organically and amplified with targeted sponsored posts. Consistent imagery and headlines are used to ensure editorial content is visibly arresting and hugely differentiated to Aberdeen’s peers.

"The Dubs helped implement our social media strategy. Building on from this, they have been heavily involved in crafting the visual and branding identity for our content"

Beyond distributing and promoting Aberdeen's content The Dubs creates and packages the asset manager's brand imagery, responsive charts, interactive modelling tools and long-form editorial.

After analysis and in-market optimisation of its organic promotion, articles are further amplified to continuously increase audience exposure and reach.

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The Results

Since launch in 2015 the content program has won more than 20 awards recognising its content marketing and social media success and in 2019 ranked first place in the UK against its competitors in LinkedIn's Financial Advisory Network for its content marketing score.

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And the content program is striking in the accelerated growth of it’s owned social media channels as of July 2019:

  • 200,000+ Twitter followers
  • 86,000+ LinkedIn followers
  • 33,000+ Facebook followers
  • 18.8M+ YouTube video views

Aberdeen was also the highest new entry, ranked Number 10 globally by PWC in their 'Asset Management in the Social Era' report, June 2016.

As of July 2019 Aberdeen’s ‘Thinking aloud‘ content marketing program is active in more than 20 countries and expanding across UK, Europe, the Nordics, North America, Asia Pacific and the Middle East.

What our client thinks

"The Dubs helped implement our social media strategy. Building on from this, they have been heavily involved in crafting the visual and branding identity for our content. As a key part of this they have continually supplied us with visually arresting and contextually relevant images to support our written, audio and video content. Lastly, they have had significant input in shaping our overall content strategy." Says James Whiteman, Aberdeen’s head of investment communications.

Related Article: How Aberdeen Wins With Owned And Paid Content

Related Article: Aberdeen On India - The Giant Awakens - What it Takes To Go Viral

Related Article: Aberdeen Asset Management's Zero To Hero Content Journey

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