Three Crowns Mixtape: December 2, 2022

Johnny Sandquist

Founder & CEO, Three Crowns Copywriting & Marketing

Dec 1, 2022

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Important financial industry news + marketing insights + good music.

It’s December, so we can all finally agree it’s Christmas season, right? Deck the halls, put on some Christmas music, and enjoy your latest mixtape.

This week’s mixtape includes:

a major marketing merge
the latest Luminaries winners
the tea on thin content
And more!

Must-Read Financial Industry & Marketing Articles

Intention.ly Acquires C-Suite Social Media

Typically, big M&A news is relegated to one tech company acquiring another (like Orion buying Redtail) or a large RIA growing ever larger (like Choreo acquiring Cherry Bekaert).

This time, though, the news is about marketers – and all are close friends of Three Crowns.

Intention.ly, founded by former Orion executives including CMO Kelly Waltrich, announced the acquisition of C-Suite Social Media, led by prominent podcast host and marketing strategist, Tina Powell.

Powell joins the Intention.ly team as its new Chief Growth Officer, and further solidifies them as one of the industry’s fastest growing and dynamic teams.

This is great news for clients of both firms, and we’re thrilled to see our friends coming together in a joint business pursuit.

A Marketing Merge

ThinkAdvisor Luminaries Winners

Somehow it always seems like it’s awards season in wealth management. The latest batch is the annual Luminaries awards from ThinkAdvisor.

The Luminaries recognize excellence in four categories:

Community Impact
Diversity, Equity and Inclusion
Executive Leadership
Thought Leadership and Education

Both companies and individuals receive recognition and the list is long, but we want to give a special shoutout to the team at Choir, industry consultant Suzanne Siracuse, FP Alpha, and Orion’s Eric Clarke and Daniel Crosby on their wins.

Be sure to review the full list of winners at the link to stay current with the trendsetters of the industry going into 2023.

Top Trendsetters

What is Thin Content?

Your blog is the engine of the lead-gen machine that is your website. But you shouldn’t just publish anything. Google has been training their bots more and more to sniff out content that doesn’t actually provide any useful information, a.k.a., thin content.

“Thin content” is the name for blogs and webpages that are too short, too shallow, clearly ripped off from someone else, or duplicate content, among other things.

Check out this guide to find out how you can identify thin content and what you can do about it.

Wider Content Wins

Considering Running Ads on TikTok? Maybe Don’t Install Their Pixel on Your Site Just Yet

It’s no secret at this point that there’s something…off about TikTok. Exactly what that is, I won’t speculate. But advertisers raised a red flag recently when they noticed that strange things are afoot with TikTok’s advertising pixel – that little thing you put on your site that allows you to track traffic from TikTok.

While agencies across the country are eager to give TikTok money to reach a younger audience, many have opted against installing the pixel on their site because of hesitation about exactly what TikTok is doing with all that data it collects. Probably a good idea. It’s nice to know that there’s still some common sense left in the world of marketing.

If it looks like a snake and hisses like a snake – and bows to the CCP’s whims like a snake – it’s probably a snake, right? Unfortunately, there’s a lot of money to be made by big corporations that want to advertise on TikTok, so it may be a while before we have any real answers.

Don’t Be Suspicious, Don’t Be Suspicious

Here’s what we’ve been listening to this week.