BlackRock, a leader in asset management, partnered with Knexus to improve online client and advisor engagement, shifting its traditional product focused online advertising to deliver topical high value content.
BlackRock’s key challenges included the ability to take new content, usually created around specific geopolitical or macro-economic events, and distribute it in a timely fashion across earned and paid media, and then to ensure the content achieved high levels of engagement. Blackrock also wanted to be able to publish in an efficient and cost effective manner.
BlackRock’s marketing team have complete control from Knexus (platform) to curate financial commentary, graphs and videos into templates and distribute directly to publisher and influencer sites. Interactions and calls-to-actions are easily added (e.g. email a friend or a poll) to increase engagement. Real time analytics keep BlackRock and its media agency aligned on performance. Content is instantly optimized (e.g. updating risk warnings or disclaimers) across one or many sites.