TURNING A LEGAL DOCUMENT INTO MARKETABLE CONTENT
At TD Direct Investing, they produced a quarterly PDF document detailing the performance of a carefully selected group of Recommended Funds. This was a legal requirement. When I was asked to take over the management and production of this, the first thing I did was to digitize it. The next step was to turn it into an engaging piece of content. I helped establish a theme for each edition based on current market conditions and Google Analytics. I wrote a lot of the content (although all recommendations were from the qualified investment team), built it and then produce marketing assets to tell customers it was live. This included a full email campaign, on-site assets, PR and social messaging, and news articles disseminated via third parties. Each edition grew in readership, engagement, and direct sales. This is one of the best projects I have delivered.
[Produced whilst at TD Direct Investing]