Janus Henderson Content Marketing Strategy
Long-term partner Janus Henderson approached Hub with the objective of enhancing their outreach to a younger, digitally-savvy investor demographic. Their research revealed that a significant portion of their investors were older individuals, primarily over 60, prompting a desire to tap into a new wave of potential investors. They discovered that closed-ended funds, or investment trusts, were relatively unknown in the industry, receiving less attention from advisors compared to open-ended funds. Recognizing the importance of education to build awareness and confidence among younger investors, Hub suggested a strategy focused on creating a continuous stream of engaging, educational content optimized for organic search. This content aimed to fulfill a crucial audience need and improve brand perception.
To kick off the project, we conducted a digital landscape audit that pinpointed critical strategic issues, such as the potential for traffic generation in the sector, competitor traffic metrics, and effective digital channels. Once we defined these parameters, we formulated a content strategy that included diverse educational materials like articles, white papers, infographics, animations, live videos, fund manager interviews, and podcasts. Concurrently, Hub undertook a website redesign, beginning with a usability study that involved focus groups to analyze customer online behaviors while researching investment products, as well as on-site surveys to identify areas for improvement.
This user research informed our website optimization strategy, which encompassed various design and functionality enhancements to improve the user experience. To further increase website traffic, Hub assisted in implementing a CRM tool to facilitate customer and prospect journeys. With optimized user journeys and new content in development, we launched the outreach program, targeting credible and relevant sites. Bloggers from these selected sites included Janus Henderson links in their posts, which boosted the brand’s authority as a trusted information source, leading to improved rankings in search results.
In the nine months since launching the campaign, Janus Henderson has experienced a 52.9% rise in organic sessions and a 61.3% increase in unique organic page views compared to benchmark figures. Additionally, total organic engagement time across all trusts has grown by 36.3%. This engagement time is calculated by deducting the number of users who bounce off the page from total page views and multiplying the result by the average time spent on the page. This method effectively measures the audience's genuine interest in the content, indicating a higher likelihood of purchasing Janus Henderson products.
