Use Case: Automating Thought Leadership Content for a Global Asset Management and Investment Group
Problem
A global asset management and investment group sought to enhance its digital presence by empowering senior partners to share thought leadership content on LinkedIn. Challenges included:
- Time Constraints:
- Senior executives lacked the bandwidth to share their expertise regularly, let alone write in-depth articles.
- Their strategic insights were underutilized on LinkedIn, a critical platform for client engagement.
- Content Complexity:
- Articles needed to reflect individual partners’ specializations and maintain the firm’s professional tone and style.
- Internal and external data had to be synthesized for high-quality, relevant, and timely content.
- Scalability:
- Personalizing and producing strategic content for senior executives across 25 countries required a scalable approach.
- Consistency and Compliance:
- Content had to align with the firm’s brand messaging while reflecting the unique voice of each partner.
- Ensuring compliance with strict regulatory requirements in the finance and investment industry was paramount.
Solution
To address these challenges, the investment group implemented a semi-automated content creation workflow, powered by AI and integrated tools:
- AI-Driven Article Generation:
- The OpenAI platform generated article topics tailored to each partner’s area of expertise.
- Briefs included personalized tone, strategic insights, and a blend of internal data and external market trends.
- Content Refinement and Customization:
- Perplexity and Google NotebookLM enriched content with real-time data and relevant industry references.
- Custom APIs ensured compliance and consistency with the group’s messaging guidelines.
- Human writers transformed AI-generated briefs into polished, high-quality long-form articles.
- Visual Enhancements:
- Adobe tools created professional visuals and illustrations to complement articles.
- Long-form content was repurposed into LinkedIn-friendly formats, such as PDFs, carousels, infographics, and videos.
- User-Friendly Publishing Workflow:
- Drafts were shared via OneDrive and Microsoft Office, allowing partners to easily review and approve.
- Finalized content was uploaded directly to LinkedIn in various formats, ensuring maximum visibility and engagement.
- Scalability and Localization:
- The workflow supported multilingual content creation and localization, ensuring content relevance across global markets.
Results
The semi-automated solution transformed the group’s approach to thought leadership content:
- Increased Digital Presence:
- Senior partners published high-quality, strategic content regularly, enhancing their personal and firm-wide branding.
- LinkedIn engagement rates grew by 350%, increasing followers and client interactions.
- Time Efficiency:
- Executives spent minimal time on content creation, focusing only on strategic approvals.
- Content production time per article was reduced by 80%.
- Scalable Personalization:
- The system created articles tailored to each partner’s specialization and unique voice.
- Over 120 articles per quarter were produced and effectively localized for global audiences.
- Compliance and Consistency:
- AI guardrails ensured all content adhered to financial regulations and maintained brand consistency.
- Enhanced Collaboration:
- Streamlined workflows improved communication between partners, marketing teams, and compliance officers.
Conclusion
By leveraging AI-powered tools and integrating them into a semi-automated workflow, the asset management and investment group successfully transformed its thought leadership strategy. This approach allowed senior partners to share insights effortlessly, strengthening client relationships, boosting visibility, and positioning the group as a global leader in the investment space.
This is especially critical in today’s environment, where LinkedIn prioritizes content shared by personal profiles over company profiles, making individual contributions key to digital success.
