One b-to-b marketer that has boosted its content marketing strategy this year is Russell Investments, which provides investment products to corporations, financial professionals and individual investors.
Last month, Russell rolled out a new brand campaign, “Conversation Yields Innovation,” developed by Doremus, New York, and timed to coincide with the World Economic Forum in Davos, Switzerland.
The campaign includes print and online, and is designed to show that in order to improve the financial industry, companies need to listen to their clients and innovate with their needs in mind.
“"Conversation Yields Innovation' is fundamentally a global thought-leadership branding campaign,” said Susan Brown, managing director of Russell Investments.
“We know our clients expect insightful research and thinking from Russell Investments, but this new effort is about catalyzing a bold and honest conversation in the industry—beyond our client base—about the most pressing challenges investors and fiduciaries are facing.”
Russell chose the World Economic Forum, whose theme was “Improve the state of the world. Rethink. Redesign. Rebuild,” in order to “surgically target” global influencers, Brown said.
The campaign makes heavy use of thought-leadership content, including op-ed style print ads in The Economist, Financial Times and The Wall Street Journal, and an online video about successful investment strategies from Russell CIO Erik Ristuben.