Catalyst Advisory Case Study
My work: Original survey, data-driven content, commentary, and promotion.
Building Authority and Online Visibility for a Wealth Transfer Advisor
About Catalyst Advisory
Catalyst Advisory is a Pennsylvania-based independent life insurance and advanced planning firm founded by Steven Bowles, CLU®. The firm works with high-net-worth individuals and families on estate planning, wealth transfer, and life insurance, with a particular focus on clients who hold illiquid assets like privately owned businesses and real estate portfolios. Steven built Catalyst to serve these families, drawing on experience he gained working inside a family office advisory firm.
The Challenge
Steven launched Catalyst Advisory in 2022 and built it primarily through referrals and personal networking. His reputation among the people who already know him was strong. But his online presence was limited, and as a solo operator, he doesn’t have much time to dedicate to it.
He had an informative website and was active on a few social platforms. He’d been a guest on several podcasts. But beyond that, Steven hadn’t done very much online marketing, as most clients came to him by word of mouth.
Steven and I wanted to ensure that when people search for him and his business, they find results that demonstrate his expertise. The goal was to build a visible, credible presence that positioned him as an authority in the industry.
The Solution
I took a multi-channel approach that combined original research, earned media, published articles, and expert commentary placements.
Original Survey and Data-Driven Content
The centerpiece of the work was a nationwide survey of 1,000 American adults focused on their views and expectations around inheritance (how they think about it, if they expect to leave or receive an inheritance, and how comfortable they are discussing money and inheritance with family members).
The results were eye-opening, and I compiled them into a detailed blog post published on the Catalyst Advisory website. I also created a PDF report summarizing the key findings, and promoted it to journalists and bloggers covering personal finance and estate planning topics.
From there, we drafted a commentary article that offered Steven’s perspective on the survey data. That article was published on the Catalyst blog and then picked up and republished across more than 250 news websites, including Yahoo! Finance, MSN, AOL, Miami Herald, The Charlotte Observer, The Kansas City Star, The Sacramento Bee, and many others. In total, the syndicated article was viewed more than 56,000 times.
To extend the survey’s reach even further, we wrote and published guest posts on several different blogs, each drawing on the survey data. These helped reinforce Steven’s authority on the topic while driving additional links back to the original research.
Interviews, Features, and Expert Commentary
Alongside the data-driven work, I secured text-based interviews with Steven that were published across various online outlets. I also placed featured articles about him and his business, some through earned media and others through paid placements. Steven was quoted as an expert in multiple publications covering topics related to wealth transfer, estate planning, and entrepreneurship. Additionally, Steven’s articles were published in high-authority publications, giving him bylined thought leadership.
The Outcome
Steven now has a meaningfully different online presence than when we started, including appearances on USA Today, Yahoo!, MSN, and many others. In total, the campaign generated links from hundreds of different websites and more than 56,000 views on the syndicated commentary article. Steven has bylined articles in high-authority publications, featured coverage of his business, and expert quotes in relevant media outlets. Many of these pieces rank in Google search results, which means they’ll continue to be visible to anyone researching him.
Beyond the immediate visibility gains, the survey itself is a long-term asset. The data remains relevant, may continue to attract links, and Steven can use the findings in sales conversations, presentations, and future marketing efforts.
For an advisor who built his business on relationships and referrals, this work reinforces and strengthens his approach.
If you’re looking to build your authority and visibility online, I’d love to talk about what that could look like for you. Get in touch to start the conversation.
“When I started working with Marc, he laid out a plan for increasing my web presence through a process of getting published and quoted on various industry sites. While my expectations were high, they were truly exceeded at every turn. He not only featured me on credible sites, but also gathered quotes from me for use in other reputable articles. I loved this approach because it allowed me to help others create content that could impact many families outside my regular reach. It’s clear that he conducted research on my business and industry. He often displayed a surprisingly strong understanding of my industry, making it very easy for me to create high-quality, on-brand content for Catalyst Advisory.
“Marc was patient with the fact that, as a business owner wearing several hats, I occasionally need reminders and gentle prompts. He truly kept me on task, and communication was excellent! There were several times when I was very pleasantly surprised by new ideas he brought to the table on a regular basis. For example, he ran a very high-quality survey that proved useful for both my own articles and for several other journalists who used the data with appropriate credit.
“In my business, trust is everything. Establishing an online presence that aligns with my brand allows me to build credibility with potential clients, which will pay dividends for years.”
Steven Bowles, Founder of Catalyst Advisory
