The Dubs Agency
Follow me on LinkedInFollow me on Twitter
abrdn

Digital-first investor communications

Acutely aware of the limitations of relying on the news cycle to build brand reputation, The Dubs Agency employs a digital-first approach to investor communications.

What demarcates abrdn’s investor communications from its global peers is the reach and visibility it achieves through an always-on, multi-channel content program. 
Our work with abrdn sees us go beyond traditional investor relations to build a brand narrative that’s highly visible across the multitude of digital channels where investors consume information.

The strategy 

Our strategy began with the recognition that abrdn’s shareholder and investor audiences were primarily sourcing share price and company news via aggregators such as Google Search, Apple iStocks, Google Finance and Yahoo Finance. Not a case of simply identifying a channel and pushing abrdn’s existing content out, we first needed to establish a content strategy that identified the pillars of thought leadership and corporate strategies abrdn wanted to be known for. 

This strategy not only set the focus for content, it defined the always-on frequency and format needed to achieve SEO authority and search ranking, and engagement across social and digital channels. What demarcates abrdn’s investor communications from its global peers is the reach and visibility it achieves through an always-on, multi-channel content program. 

Why SEO is at the core of investor content

The visibility and impact of media coverage is finite, which is why search is intrinsic to abrdn’s investor communications strategy.  For The Dubs Agency, a key pillar of our digital-first approach is SEO-rich content that allows us to own the narrative around strategic keywords. A way to position abrdn’s thought leadership alongside key industry search terms, it also provides brand protection by ensuring positive, evergreen content can be found in times of negative media coverage. To ensure SEO is core to abrdn’s writing process The Dubs Agency has supported the team with keyphrase and semantically related keyword research, along with the provision of an SEO-optimised editorial template, and on-page SEO optimisations to help boost authority and ranking. 

What demarcates abrdn’s investor communications from its global peers is the reach and visibility it achieves through an always-on, multi-channel content program. 

Reaching investors via aggregators

To publish on aggregators such as Google News editorial content needs to be newsworthy and informative. It cannot be brand or product-led. The Dubs Agency worked with abrdn to set up a dedicated content hub that would allow its content to be found organically and published beyond the site via Google News. Creating content in partnership with publishers will further amplify abrdn’s presence in market. 

Measuring the impact of a digital-first approach

A key advantage of a digital-first approach is the ability to measure engagement and reach, often in real-time. Having set clear KPIs with abrdn through the strategy phase, every aspect of the investor communications content program – from SEO ranking and domain authority, to social, website and content engagement – can be measured and optimised to ensure its success. 

Contact us to learn more about The Dubs Agency and its digital-first approach to investor communications.

More case studies

AllianceBernstein

Looking Out For Local Audiences

AllianceBernstein is a global asset manager giving EMEA investors the level of localised insights and thought leadership they deserve.

Wilsons Advisory

Wilsons breaks free from dated visual branding and industry traditions

Wilsons broke from the entrenched practices of the wealth management industry, lifting its visual branding and reach in market.

Citibank

Reaching High Net Wealth Individuals

The Dubs has helped position Citi's wealth division as a high-quality offering and created awareness with HNWIs in Australia.

TAL Insurance

Tal: slice of life blog

Since 2016, The Dubs has been producing content for TAL that inspires Australians to live life to the full, no matter what happens.

Aviva Investors

Aviva Investors: Little Book of Data

Discover how The Dubs Agency transformed Aviva Investors’ data into a rich and engaging visual story and award-winning series - The Little Book of Data.

Abrdn

Thinking aloud

'Thinking aloud' was created to deliver insightful and engaging content to an investment-savvy audience through exceptional editorial and arresting imagery.

Various

Animation Showcase

The Dubs Agencys curated selection of animation works from various clients.