Rhotic Media is a financial content agency that realised it was missing a trick: its clients were spending more on content marketing but still lacked the in-house expertise to do it.
Content marketing is becoming more important to the financial services industry, but professionals within this space - think, PR managers, chief marketing officers, product managers, communications managers - have few publications which can provide the latest guidance and best practices. So Rhotic decided to do it themselves.
Its solution is Financial Promoter, which will launch as a quarterly print title coming in April 2023 and a website in May 2023. It will publish event coverage, feature interviews, awards and events updates, analysis pieces and effective case studies of marketing campaigns across the sector.
"As a content agency, we know how powerful quality editorial can be," says Rhotic Media CEO Joe McGrath via email.
This gap in the market promises a broad audience with an unmet user need: understanding the competition. But to be effective, clients must be strategic.
"What they have in common is that all of them are interested in hearing how their peers are promoting their products or services, or responding to the current macro-economic and geopolitical challenges."
Converting readers to clients
Financial Promoter does not seek advertising revenue or paid subscribers. It is more accurately a marketing tool for Rhotic Media to generate clients. It is funded directly through a proportion of its marketing spend. As it converts readers into clients, funds will trickle back into the magazine.
A ringfenced budget for the first year of operation will fund the journalism, photography, design, plus some freelance and recruitment.
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