Professional Services Sector content review


This report investigates the content produced by Smartology’s Professional Services clients during 2018 and looks at the performance of the content, drawing out themes of what works and engages users.

Highlights include:

  • Overall topic performance – what asset managers are writing about to engage with users
  • What content is aligned with articles on premium publisher sites

This research is exclusive to Smartology and has been put together using campaigns from 5 leading professional services firms. More than 200 pieces of content items were used in the campaign and later analysed on performance by the Smartology team to produce this research paper.

Top Performing Topics:

  • Investment Insight
  • Cyber Security

Popular Topics include:

  • Banking Analysis
  • Economic Insight
  • Consumer Analysis

At Smartology, we have found that very often topics that perform well are different to the most popularly generated topics by advertisers. This conclusion was true for professional services firms as well, as topics on consumer analysis and artificial intelligence performed better than most other content items.  

Please download the research in order to access full information, including click through rates and more granular information on topics covered, splits in device formats and how to best yield performance from your next content marketing ad campaign to meet your digital advertising goals.


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