Metal market commentaries for ‘sustainable money’ investment platform

Brief: The team were asked to produce market commentary on gold and silver, supplemented with monthly articles on topics relating to these markets, all to boost awareness of Kinesis Money’s breadth of knowledge in gold and silver investment.

Our Approach:

• Strategic Communications: Gold is one of the most widely traded products with a history dating back centuries, therefore gaining traction in this highly competitive and heavily written about sector is difficult. For Kinesis Money to stand out, all the focus would need to be on what the company is doing differently to others and why it is a trusted voice. Drawing both from our team’s collective experience as metals journalists and work with other clients, we knew that regular commentary is a highly effective way to gain traction in the media.
• Specialist Content Writing: Building upon insights from Momo’s reporting net-work, we produced a market commentary on what is driving the gold and silver price three times a week, which was distributed to a curated list of journalists covering the sector.
  To bolster this, we continued to write two bespoke articles a month on subjects of the client’s choosing around gold and silver investing, as well as a monthly specialist ‘outlook’ piece.

Results: The client’s market commentaries were continually well regularly quoted in articles globally by outlets including Reuters, MarketWatch, Morningstar, CNBC and CityAM, with regular requests for bespoke comments to use in addition to the commentaries.