When the Message Fell Flat
“Our blog felt like a random collection of posts—no one saw us as experts.”
— Ethan Clark, CEO, FinWise Advisors
Ethan knew his team had deep financial know-how, but their articles weren’t sparking conversations or bringing in new leads. The content calendar was out of sync, posts felt repetitive, and nobody remembered which piece to share first.
The Wake-Up Call
One afternoon, Need Order’s Content Marketing Head, Maria Khan, reached out after spotting FinWise’s site on a quick audit. Over a 15-minute call, she highlighted that without a clear content pillar strategy and authentic “voice,” even the best insights vanish. Ethan realized she was right—and that solving this could change everything.
Our 4-Phase Thought Leadership Blueprint
Phase 1: Persona & Pillar Mapping
- We interviewed FinWise’s top advisors to uncover real-world pain points and unique perspectives.
- Created three “pillar pages”—Long-Term Investing, Retirement Planning, and Market Analysis—to anchor all future content.
Phase 2: Signature Series Creation
- Launched a “Friday Finance Fix” newsletter featuring bite-sized tips, infographics, and a short video from Ethan himself.
- Wrote high-value deep-dives under each pillar, with clear takeaways and “next action” prompts.
Phase 3: Strategic Guest & Media Outreach
- Pitched expert commentary to leading finance blogs and podcasts.
- Secured three guest articles and two podcast interviews in top-tier publications.
Phase 4: Engagement Tracking & Refinement
- Set up a live dashboard for shares, time-on-page, and newsletter sign-ups.
- Each week, the team tested headlines, CTAs, and content formats—doubling down on what resonated.
Meet Our Content Champions
- Emily Carter, Content Marketing Strategist who spearheaded the vision
- Joshua Reed, Senior Writer crafting every pillar page and deep dive
- Jose Martinez, Outreach Lead who landed guest spots and media shout-outs
We’re grateful to Need Order’s expert squad for turning raw insight into share-worthy thought leadership.
Project Timeline
- Discovery Call: November 12, 2024
- Phase 1 & 2 Launch: November 20 – December 15, 2024
- Phase 3 Outreach: December 16 – January 5, 2025
- Phase 4 Review: Feb 10, 2025
- Total Duration: 8 weeks
Celebrating Real Impact
- +150% increase in blog time-on-page
- +200% boost in newsletter sign-ups
- 3 guest articles and 2 podcast features secured
- +80% more social shares of cornerstone content
By Feb 10, 2025, FinWise Advisors wasn’t just publishing posts—it had a recognized, resonant voice in the finance world.
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