Challenge

The client had implemented a content-sharing platform to help sales producers provide valuable insights to clients, but engagement was low. Many producers weren’t using the platform consistently, and key metrics—such as content views and time spent—were below expectations. Without strong adoption, the firm’s investment in the platform was underutilized, limiting its impact on business growth.

Solution

A new content strategy was introduced to make the platform more valuable and engaging for sales producers and their clients. The approach included:

• More Useful Content: Developed articles, case studies, and podcasts focused on industry trends and client challenges.
• Smarter Distribution: Shared content through targeted email campaigns and social media to drive awareness and usage.
• Sales Support: Provided training and guidance on how to use content effectively in client conversations.

Results

The strategy led to:

• 2X increase in engagement, with more sales producers actively using the platform.
• Stronger brand positioning as a trusted source of industry insights.

By focusing on relevant content and better distribution, the firm turned an underused resource into a powerful tool for business growth.