Investment Analyst Firm Case Study: An After and Before Story

The success of a program. The loss of a client. A grateful conclusion.

The Problem:

Zacks Small Cap Research (SCR) provides in-depth research reports on a diverse range of emerging companies seeking capital, spanning sectors like mining, crypto, biotech, medtech, technology, blockchain, and more. While their analysts produce comprehensive, bank-style reports offering valuable insights into each company’s mission, vision, and market opportunity, their existing marketing strategy presented a challenge. Zacks SCR relied heavily on an outdated email marketing system with a static template, limiting their ability to:

• Drive website traffic: Their existing, limited email network had static results typical of the >1% open rate for investor-focused emails.
• Expand their reach: They drove people to a registration page to download reports–a practice that would have most investors wary of future spam (which was true).
• Maximize content impact: They had a one-and-done mentality for sending the email once the report was published.
• Keep Up: With dozens of reports published quarterly, and hundreds of companies to service, the Zacks team simply could not generate the right content in a timely manner.

The Opportunity

While this limited approach, coupled with a minimal social media presence, hindered Zacks SCR’s ability to maximize, it provided a unique insight. Because the existing email program, while outdated, still generated consistent traffic, it allowed visibility into a real-time benchmark against which to measure the effectiveness of a new content marketing strategy. In many cases the old program is changed, or discontinued. Continuing the old program might have been seen to cause branding problems. Read on to see how this opened other doors. 

The Content Carnivores Solution:

Content Carnivores was engaged to revitalize Zacks SCR’s marketing efforts and amplify the reach of their research. Recognizing the value of the existing email program as a benchmark, Content Carnivores implemented a multi-faceted strategy that complemented and expanded upon the existing efforts. This included:

• Content Repurposing: Transforming complex research reports into digestible and engaging social media content, featuring compelling headlines, key findings, and insightful data, tailored for a general audience.
• Multi-Platform Distribution: Strategically distributing content across major social media platforms like Facebook, Twitter, and LinkedIn to maximize visibility and reach a wider investor audience.
• Amplified Reach: Leveraging their own extensive network and continuously expanding the number of social outlets to ensure maximum content exposure.
• Video Integration: Incorporating video content creation to provide companies with a dynamic medium to tell their story and connect with investors on a deeper level.

Analysis and Results:

The results were compelling: Content Carnivores’ content-driven strategy delivered a 280% increase in website traffic compared to the outdated email marketing approach. This underscored the power of their multi-faceted strategy in attracting and engaging a wider audience. 

By running the existing email program concurrently with the Content Carnivores strategy, Zacks SCR gained the ability to conduct a real-time, head-to-head comparison of the two approaches. This provided invaluable data on the effectiveness of each strategy in driving website traffic and engaging potential investors.

When the CEO decided that the overall program was not impacting the companies covered with regards to increasing their share price, the program was paused. (Note: Content Carnivores programs are targeted to reach investors but never to solicit or encourage stock purchases or to impact the share price. That would be stock promotion. It’s illegal. We’re happy to get fired when the ‘ask’ has even the whiff of that kind of behavior.) 

The impact of pausing the Content Carnivores program further validated its effectiveness. Thanks!

After three years of build up the website traffic, engagement and demographics of the audience, the pause caused significant declines:

• Social referral traffic decreased by 44%, resulting in a loss of over 700 website visits.
• Organic traffic plummeted by over 74%, highlighting the program’s indirect impact on search engine visibility and leading to a loss of 6,000 website visits.
• Stocktwits referral traffic fell by 62%, indicating a significant drop in engagement from retail traders.

We are extremely grateful to have these stats.

In effect we have data from before the program, during the program, and then after the program was suspended. These findings emphasized the crucial role of consistent and engaging content marketing in driving website traffic, maintaining online presence, and reaching target audiences.

It’s Just Marketing, right?

The Zacks SCR case study exemplifies the transformative power of a dynamic and comprehensive content marketing strategy in driving investor engagement and amplifying the reach of valuable research. By leveraging content repurposing, multi-platform distribution, and targeted outreach, Content Carnivores enabled Zacks SCR to connect with a wider audience, maximize the impact of their research, and achieve measurable results. In the end, the ability to conduct a real-time comparison of before, after, and after, provides invaluable insights and further validated the effectiveness of the Content Carnivores approach.