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CommSec’s content hub empowers advisers and their clients

Key objectives

  • Increase brand awareness
  • Differentiate CommSec Adviser Services from competitors
  • Reinforce to existing advisers that they’ve made the right choice
  • Attract potential switchers

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

Working with the brand proposition ‘Empowered’, we created a strategy that encompasses written 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 ‘Empowering Your Client’ content is an especially important part of the strategy. This content is written for clients to help them understand financial products and concepts as well as larger trends (such as superannuation changes) that will impact them. Advisers are given permission to reproduce the content as they wish to add to their own social media and marketing collateral.

Links:

Empowered

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