Investment Management Association Unlocks a Wealth of ...contentwrx.com/wp-content/uploads/2017/03/cs_casestudy_CFA_CI_… · Investment Management Association Unlocks a Wealth of

Client: CFA Institute / Industries: Not-for-Profit

Investment Management Association Unlocks a Wealth of Insight with Content Intelligence

content-science.com

contentwrx.com review.content-science.com


2

CFA Institute is the largest association of investment management professionals in the world with more than 135,000 members in 150 countries and territories. The organization’s mission is to lead the investment profession globally in the areas of ethics,

capital market integrity, and excellence in practice.

CFA Institute has administered the prestigious Chartered Financial Analyst (CFA) charter

for more than 50 years. The not-for-profit also offers programs to earn the Certificate in

Investment Performance Measurement (CIPM) designation and the Claritas Investment

Certificate. It also organizes a wealth of continuing education conferences, seminars,

webcasts, and publications while advocating for standards, ethics, and integrity for the

investment management profession.

As CFA Institute members and other investment management professionals rely on the

renowned nonprofit’s industry expertise and resources, it’s critical they create and deliver

content that resonates with their various audiences.

In this case study, learn about the renowned not-for-profit’s content intelligence need, our solution, and the results.

The Client


3

The SituationAs the premiere association for investment professionals around the world, CFA

Institute possesses a clear mission and vision. Part of bringing that mission and vision to life is

establishing an editorial agenda that meets the needs of their members and audiences.

While the renowned not-for-profit created plenty of content for their various audiences,

they lacked the ability to measure its performance and effectiveness beyond traditional

web metrics.

Colleen Jones, CEO of Content Science, puts it this way:

Most companies and organizations are unknowingly sitting on a treasure trove of data related to their content. When you make that data more accessible and actionable, you gain a wealth of insights.

CFA Institute wanted deeper insights into how their content was resonating with their

members and others.

They realized that without this data, content creators and markters could not make strategic

content decisions for greater impact.

CFA Institute Director of Content Engagement Tom Berry explains:

We wanted to add a level of transparency to our content by bringing in metrics and feedback to determine how our content is performing and to empower those producing content to make changes where it is needed.

As a result, they engaged Content Science to advise their content intelligence and metrics framework for their vast editorial content.


4

Our SolutionWe worked with CFA Institute to assess their situation and

agreed upon some core needs:

• The right people needed to understand the impact of their editorial content products at the right time.

• Their content intelligence and metrics needed to be significantly more accessible, reliable, relevant, and actionable.

Using CFA Institute’s vision as well as our experience and

expertise, we started with an in-depth analysis before

offering recommendations.

AnalysisAs part of our analysis, we conducted the following

discovery activities:

• Interviews with executive stakeholders

• Working session with cross-team and cross-disciplinary

• ContentWRX pilot

• Review and gap analysis of current data and tools

We then synthesized the results with best practices and our experience to develop strategic recommendations.


5

Our interviews and working sessions revealed a clear vision for using data among the executives, managers, and contributors to the content products.

So, we offered content intelligence recommendations in 3 key areas.

We advised the renowned association to clarify goals around their content products, then collect and manage the right data to assess progress toward those goals. We also recommended how to best use tools and technology to make collecting and analyzing the data easier and faster. And we explained the value of training people in the right roles to interpret and act on the data.

After discussing the recommendations, we partnered with CFA Institute on implementing many of them.

Implementation

Current State VisionFig 1. Vision

STRATEGY TOOLS + TECH PROCESS + ROLES


6

Implementation continued

Fig 2. CFA Institute’s Dashboard

Implementation

DashboardsTo accelerate CFA Institute’s analysis and insight, we aggregated 12-16 data sources into one dashboard for each in-scope content product.

Dashboard elements included content product goals, key insights, consumption KPIs, and sentiment KPIs. Comparing consumption KPIs and sentiment KPIs together, allows CFA Institute to see what happens when their content is consumed and why it’s happening.


7


ContentWRXIn addition to using dashboards for reporting, we applied ContentWRX to aid in interpreting the data and to make it more actionable. Using ContentWRX provided a benchmark to compare content effectiveness in future reporting as well as ongoing assessment.

Fig 3. ContentWRX dashboard and breakdown screen


8


ContentWRX during helped CFA Institute gain deeper insight into their content’s

effectiveness with their members. As Berry notes,

ContentWRX was really revealing. We’re learning more about the insights it provides and how they can help us move the dial on our content.

We’re able to determine how a piece of content is performing on a particular platform and decide how to continue the conversation or extend the lifetime of the content, or even create derivative pieces of content to extend its relevance to different audiencesar platform and decide how to continue the conversation or extend the lifetime of the content, or even create derivative pieces of content to extend its relevance to different audiences.


9

CFA Institute has gained immediate benefits from working with Content Science to develop a

content intelligence framework.

In the short term, CFA Institute is gaining insight into different types of content on various

platforms and in various formats. They’re able to compare performance across platforms and

determine what content is working well and what content is not.

In the long term, they anticipate generating content of greater value to their members that

aligns with their mission and objectives.

Tom Berry explains the long-term advantage of working with Content Science.

We did not engage Content Science to answer a question about just our content performance today. You can do that through other web analytic platforms if you want an isolated piece of information about today. This is a long term piece. What we are doing is creating an environment in which all the people involved in creating or marketing content can really feel like they are working in the right way and direction. The whole reason for engaging Content Science is for the long term.

The Result


10

Our partnership with CFA Institute was a success. Berry notes

The team is incredibly responsive and very knowledgeable.

There’s a good dynamic in the way we work together.

CFA Institute Director of Content Engagement and Publishing Allison Adams adds

Content Science is a valuable partner as we continue to shape

our content strategy and content intelligence. Colleen is always

very accessible, thoughtful and strategic. Colleen and her team

provide invaluable guidance and demonstrate deep subject

matter expertise in a rapidly evolving field.

If you work with us to evaluate your content and create a content strategy, you could gain

benefits such as

A STRATEGY, VISION + ACTIONABLE PLAN for content that creates value both now and later.

BETTER COMMUNICATION on your team and among stakeholders about content.

A MOTIVATED, READY-TO-ACT TEAM thanks to a well-understood plan for moving forward.

A FOUNDATION for reducing your risk, saving costs, maximizing technology investment, and improving business results.

Why Partner With Us


11

About Content Science

Sample Clients

We’re an award-winning content intelligence and strategy firm headquartered in Atlanta, GA.

We have advised the world’s leading brands, nonprofits, startups, and government agencies on making content make a difference to their goals.

Why Content Science? Because content is, indeed, a science. We study what works well—and what doesn’t—so you can make informed decisions about your content.

Our services include consulting, research, and training. Our focus areas include content analysis, content strategy, content marketing, user experience, and content systems.

Our subscription products include the innovative software ContentWRX, which takes the hassle out of understanding whether your content is effective. We also created the online magazine and training platform Content Science Review to empower you and your team with research, tools, and insights.

Our CEO is Colleen Jones, author of the popular content book Clout: The Art and Science of Influential Web Content and frequent speaker.

Want to make your content work for your organization?

We can help. Contact us to find out how. content-science.com/about/contact-us

http://content-science.com/about/contact-us/

Documents

Investment Management Association Unlocks a Wealth of ...contentwrx.com/wp-content/uploads/2017/03/cs_casestudy_CFA_CI_… · Investment Management Association Unlocks a Wealth of