The Advisor Group, a suite of B2B Rogers finance publications, needed content for both its print and online publications.
Key Business Goals
Provide engaging, accurate, actionable and relevant content for finance experts on Bay Street.
Content that offers current news, views, trends, best practices and tools of the trade.
Provide in-depth understanding of various aspects of the financial sector. Make sure the content represents multiple points-of-view and voices from experts across Canada; is factually unimpeachable; and offers actionable tips, best practices and tools for people in the industry.
- Built a community of experts and trusted industry sources
- Conducted breakfast sessions to get industry buzz from the experts
- Organized 'face-offs' on various controversial issues to encourage the contrarian voice
- Relied on analytics to see which stories got the most traction
- Frequently sought feedback from industry sources to understand the kinds of stories they'd like more of