BlackRock

Content Marketing Strategy and Delivery

When I re-joined BlackRock during the pandemic of 2020, the challenge was to re-vamp product marketing and investment content in EMEA to create the “best content experience on the street”.

We developed a new strategy, put in place new governance and systems to improve productivity and time-to-market, and designed new campaign frameworks to drive engagement and lead generation.

This new strategy contributed to $120bn net new flows into active and alternatives funds in 2 years. My team delivered the following:

  • 680+ new or updated content assets annually

  • Sales enablement content packages including firm, insights, investment platform, and product content.

  • Product marketing assets for dozens of focus funds and new products

  • Custom content solutions supporting advisor and end investor enablement at major bank partners

  • Quarterly tactical campaigns

  • Monthly content newsletters

  • A new investment insights magazine, blink, which won ‘Best Financial Services Publication at 2022 Content Marketing Awards

These activities generated measurable results:

  • 400+ qualified leads to Sales in 2022 (2021: 79)

  • 60% uplift in client engagement with content in 2022.

  • $120bn net new flows into active and alternative products in two years

  • Increase in market share to 8% (from 7%) during challenging markets in 2022.

Next

LME - Documentary Brand Film