Introduction

BC-GUMPS is a newly launched asset manager with a focus on episodic investment strategies with potential to produce asymmetric returns. The firm faced the challenge of building a brand and presence both for itself and for its Chief Investment Officer, who would feature as the firm’s primary public thought leader.

Well aware that digital marketing efforts do not, on their own, produce multi-million dollar investments, BC-GUMPS’ primary concern was building a strong online presence which would serve to legitimize it as a new firm with established roots.

Press and SEO Strategy

To achieve our goals for BC-GUMPS, we developed a press and SEO strategy that focused on creating quality content that would engage readers and attract organic traffic. Our team identified key topics that were relevant to BC-GUMPS, and we developed a content strategy that included a mix of blog posts, articles, press releases and social media posts.

We also made use of a range of tools and techniques to optimize the content for SEO. This included keyword research, optimizing headlines and meta descriptions, and ensuring that the content was structured in a way that was easy for search engines to understand.

Traditional press engagement can be profoundly valuable for a firm looking to generate inbound leads. We architected a press strategy based around an initial release (announcing the launch of the firm), and follow up content targeted at journalists and other media contacts.

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Social Media Content Development Process

In addition to our press and SEO strategy, we also developed a process for developing engaging social media content. We created a content tracker and approval process that ensured that all content was aligned with the brand's voice and tone.

We also focused on creating content that was both informative and engaging. This included using a mix of different types of content, images, charts, and blog posts, and developing a clear brand message that would resonate with our audience.

The BC-GUMPS research team is prolific in their development of whitepapers and other long-form research content. We developed a pipeline to convert these assets into byte-sized social media posts, tweets, and messages. Proposed content is developed one to two weeks in advance and sent to the BC-GUMPS team to approve in bulk. Once approved for publication, content is scheduled and posted by our team.

Same-day topical content also comes up from time to time. We developed a pipeline designed to short-circuit the standard content approval process whereby a member of the BC-GUMPS team can share an article or news link along with some thoughts and posts are immediately generated, sent back for final approval, and then published the same day.

Results

Our press and SEO strategy, as well as our social media content development process, led to significant results for BC-GUMPS. We were able to secure coverage in high-profile publications, including an article in Institutional Investor, which resulted in a significant increase in organic web traffic and multiple inbound leads, some of which have since converted to fund investments.

In addition, our social media content strategy ensured the continuous generation of content and led to increased engagement with the brand's followers, with many of our posts receiving much higher engagement than before.