Turning policy expertise into visible, high-impact content
The challenge
Making expertise visible at the right moment
Broadstone is a leading independent consultancy, providing specialist advice across pensions, investment and employee benefits. Their team includes some of the most respected policy experts in the industry, regularly interpreting complex regulatory developments for employers and pension providers.
Broadstone already produced thought leadership content internally, drawing on the deep expertise across its policy team. However, there was an opportunity to make that content more strategically aligned with updates, conversations and trends within the industry.
They needed a more strategic approach – one capable of turning expert knowledge into content that anticipated major policy debates, captured organic demand and positioned the firm at the centre of critical industry conversations to support new business opportunities.
The strategy
Structuring expertise for visibility and impact
exceptional™ implemented a structured content model to turn Broadstone’s expertise into authoritative, high-impact insight.
Audience and search insight
We analysed search demand, policy developments and industry conversations to identify the topics where Broadstone’s expertise could deliver the greatest visibility and value.
Expert-led content development
Working closely with Broadstone’s policy specialists, we translated complex expertise into clear, authoritative articles.
Market-timed thought leadership
Content was aligned with major regulatory announcements and policy debates, ensuring Broadstone’s perspective was visible at the precise moments the industry was actively searching for guidance.
The results
Expanding reach and influence across the industry
Our strategy enabled Broadstone’s expertise to reach a significantly wider audience at the moments when the industry was actively seeking guidance One article produced with David Brooks, Head of Policy, analysing the potential impact of a rumoured £2,000 salary sacrifice cap ahead of the Autumn Budget quickly became one of Broadstone’s highest-performing pieces of content, generating more than 20,000 views in just 12 days.
On the day of the Budget announcement, it attracted more traffic than the website would typically receive in a full month. This success formed part of a wider improvement in website performance. Year-on-year, Broadstone has already achieved a 237% increase in organic traffic and a 30% increase in total website traffic, supported by a more strategic content approach and clearer communication of the firm’s expertise across key site pages.
Getting the tone right is crucial, and the “voice” exceptional™ produced genuinely sounded like me, the wider business, and the way we talk about pensions and finances. On this project – and on other pieces he’s worked on – I’ve been really impressed by how well he captures that. The content never feels generic; it feels aligned, familiar, and true to how we communicate.
– D. Brooks, HEAD OF POLICY AT BROADSTONE
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