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.
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.
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.