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Winthrop Capital Management is an indianapolis-based asset management company that, after its recent web launch, is living up to its reputation as a tech-forward firm.
At the beginning of 2020, Winthrop had weekly emails going out to a large subscriber list, without a proper blog platform to host the content or boost site traffic. They had important product profiles and reports, but no method for capturing user information from anyone accessing the files. Finally, they had a substantial client list, but they didn’t have a centralized platform for sharing performance reports and other vital documents.
Within one of these groups―blog subscribers, interested leads and current clients―was an untapped growth opportunity. And when the pandemic hit, it became more important than ever to strengthen channels for both new business and client communication.
So along with a fully redesigned website to showcase the advantages and culture of Winthrop, the AdvisorBranding team built a three-pronged content strategy that consisted of:
A public blog to host their weekly insights. Users can now view both current content and archives, as well as subscribe to receive new insights via email.
Gated content with password protection. Interested users can provide their contact information in order to register to view privileged information like fact sheets and performance history. They can also sign back in at any time to learn about new products.
A secure client portal to store and share important documents. Custom-built to meet their specifications, the portal is a robust platform that clients can access from anywhere to stay informed about their accounts and investments.
At the helm of all three elements of this communication strategy is the Winthrop team. They have full capabilities to post content, track users and manage client profiles without restrictions or ongoing costs.
As we get into the second half of 2021, we’re happy to see Winthrop emerging from the pandemic as strong as ever, with renewed focus and strengthened connections with potential and existing clients.