Custom content was a new concept in the world of Chief Financial Officers when Rufhaus began working with a commercial real estate company, the publisher of CFO Studio, in 2012. The magazine functioned in the way custom content should, building the real estate company’s authority with its clients.
We write and produce each quarterly issue with a cover story on, say, the CFO of Jaguar Land Rover or Godiva Chocolatier, or AOL. The rest of the content, also largely written by Rufhaus, is designed to create a dialogue among CFOs in the New York-New Jersey region. Companies that serve CFOs are invited to participate not only by advertising in the publication, but by sponsoring invitation-only dinners and events. Midway through our partnership, the owner of the real estate company sold his firm to a global commercial real estate services firm. He’s still our client.