Asset Managers: What Your Clients Love to Read

Are you focusing your content creation efforts on your company’s own website or social media channels?
If so, you’re not alone. According to the Content Marketing Institute, when it comes to creating and distributing content, 93% of B2B content marketers use social media, 81% use blogs and 79% use articles on their own websites. Curiously, only 29% used digital magazines as part of their marketing tactics.
But as the IMS Wealth Manager Monitor shows, asset managers’ clients are very clear about where they like to get content: “64% of investors turn to independent, niche websites for actionable insights and editorial perspective on the financial markets.”
That’s why asset management marketers regularly run sponsored campaigns in digital outlets such as Citywire publications or Portfolio Adviser, consisting of a combination of adverts and sponsored ‘thought leadership’ articles.
However, marketers might be missing an opportunity by not specifically targeting the publications’ NEWS stories:
News coverage differs from sponsored content on two counts. One, news stories feature prominently on the website’s landing page, while sponsored articles are usually relegated to a separate section; two, sponsored content is paid for, and controlled, by the asset manager. News stories, by contrast, are written by reporters.
In a proprietary study, we tracked four niche industry publications, to discover how asset managers can actively influence their NEWS COVERAGE to increase their ORGANIC VISIBILITY in specialist publications. The bottom line: opportunity is abundant.
Download the article for the full study, along with top four ACTIONABLE INSIGHTS