In 2016, Trading Technologies already had a well-established blog presence with their blog Trade Talk, but the company was still searching for ways to expand the blog’s impact. Most posts were company and product updates, which — while useful — didn’t create a big splash with non-customers.
At the same time, 3Points had long envisioned creating an interview series with select legendary traders in the Chicago trading world. These pieces would have a broad focus, with the potential to intrigue people who had never even heard of Trading Technologies. And with TT having recently moved into a modern, renovated office space, they were situated perfectly to to invite these legendary traders over for interview.
Over many months, 3Points received buy-in for the blog series from the various stakeholders at TT. Eventually, the blog series — entitled “Wizards of Today’s Markets” was approved for Summer 2016.
The first step was to procure the interview subjects — without big names, the series would fall flat. Through our network in Chicago’s trading industry, we were able to get Don Wilson, Blair Hull and Ray Cahnman to sign on to speak with TT CEO Rick Lane.
For each interview, 3Points helped Rick prepare interview questions and talking points, and made sure the interviewees had an idea of what to expect. We then sat in on the interviews, helping to facilitate the conversation and recording the interviews for transcription. We also took photos that would accompany the posts and tease them on social media.
3Points sourced a transcription service for the recorded interviews, then lightly edited and cleaned up the transcripts for clarity. At that point, we worked with both TT and the interviewees to create final versions of the post that everyone was happy with. Finally, once the posts were published, we were in charge of promoting them via social media.
The three trader interviews (each split into two parts, and equalling six posts altogether) were the most successful pieces of content in Trading Technologies’ 20+ year history. Each of the posts received over 1000 page views, with two going over 2000. For context, four of the six posts are in the top 10 performing posts of all time on TT’s blog, and all are in the top 20. The series also brought in thousands of new site visitors to TT’s website.
The pieces were picked up in numerous other outlets and newsletters including John Lothian Newsletter, Curatia and FIA Smartbrief to name a few, and they also received a great deal of engagement on Twitter, averaging 2-3x more impressions than TT’s median Twitter post and 5-10x more engagement.
Qualitatively, Rick and TT both gained traction as thought leaders in the industry. By publishing compelling content that wasn’t simply about pushing their platform, they not only showed their connectedness with high-profile and successful traders, but showed insight into the larger trading industry and an appreciation of its history.
The impact also extended to the interviewees as well. DRW liked Don Wilson’s interview so much that they began putting a paid spend behind the blog on social media as an employer branding opportunity. Ray Cahnman’s two posts now rank #1 and #2 when you search his name on Google.
3Points has become an extension of our marketing team at Trading Technologies — not only is their media relations work exemplary, but they assist on everything from our social media accounts to idea generation for product promotion.”
– Rick Lane, CEO, Trading Technologies