CommSec

CommSec’s content hub empowers advisers and their clients

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Key Objectives

  1. Increase brand awareness
  2. Differentiate CommSec Adviser Services from competitors
  3. Engage and educate advisers

Background

CommSec Adviser Services is a leading provider of investment services to finance professionals, particularly financial advisers. In an increasingly competitive market that’s undergoing huge amounts of regulatory change, CommSec wanted to give its advisers a competitive advantage by publishing content that not only provides insight and thought leadership into the changes the profession is undergoing, but also provides practical advice that informs and inspires their day-to-day operations.

Our Approach

Website:
Empowered

Weekly
eNewsletter

Reports
and toolkits

Static
infographics

Animated
video

Working with the brand proposition “Empowered”, we created a strategy that encompasses written and visual (infographics and video) content to deliver information on multiple levels to the audience.

The four key content areas of the site are:

  • Empowering your industry:
    Content that discusses the wider issues at play in the financial advice sector
  • Empowering you:
    Content written to inform and benefit the audience’s individual careers
  • Empowering your business:
    Marketing and business tips and articles to help financial businesses grow
  • Empowering your client:
    Content that advisers can rebrand and send out to their own clients

The content is distributed monthly in an eNewsletter and through LinkedIn and content seeding platforms.

The Outcome

  • Advisers are using the content on their own social media and in marketing collateral
  • The content hub has attracted almost 100,000 users since launch
  • LinkedIn paid distribution is achieving hundreds of impressions and a 2.22 per cent click-through rate (CTR), while the average CTR on the platform is 0.025 per cent