In a world saturated with content – whether that’s social media, blogs, videos, podcasts, guides, research articles, white papers, news, fake news (the list goes on…) – how do you cut through the noise?
In this guest blog from Savvy Investor’s Head of Content, Ximene Weaver outlines the recipe for creating content that truly engages and resonates with investors. For a full list of best practices and other useful resources, visit Savvy Investor’s Investment Content Marketing Insights Hub.
There is no doubt that the coronavirus crisis is a watershed moment for investment content producers within the wealth and asset management industry. In the face of unprecedented market volatility, content output rose dramatically to meet the increased demand for allocation updates, economic outlooks, and investment insight. This – set against a backdrop of elevated anxiety and the global shift to work from home – meant that regular client contact, authoritative content and digital channels became more important than ever before.
If the crisis taught marketers and client-facing teams just one thing it would be this: content that informs, connects and inspires action from clients is a “must have” in this brave new world. This sort of content has become hotly coveted and increased in value – with those who are producing it reaping rewards as a result. Indeed, after the peak of the pandemic in June 2020, the FT reported that wealth managers who maintained quality and personal communications with clients during the crisis felt they’d actually enhanced their relationships.
So, what’s the secret sauce recipe for creating such content?
For a full list of the 10 best practices for creating and marketing investment content, download Savvy Investor’s print-friendly infographic and check out the Content Marketing Survey and Forecast 2020 here.
Step 1: Get Personal, and Always Think Client-First
Step 2: Maintain Engagement by Creating Content that’s Easy on The Eye
Step 3: Add Visuals, then use these to Optimise and Enrich Your Campaign
The bottom line
It’s all well and good having a great piece of investment content, but success ultimately boils down to your digital marketing and syndication. Done effectively, you will not only turbo charge content reach and views/downloads, but crucially – the data available from digital marketing and syndication allows wealth managers to track engagement, acquire new leads and measure return on investment.
Better data breeds better content – and success to boot
More and more wealth managers are using data to help measure and set success objectives. However, this is still a relatively new process. Investment content producers who use performance metrics, data and lead generation numbers to deeper inform their content strategies will succeed. Data, when harnessed, can help define:
Savvy data utilization allows for a nimble approach and helps to focus attention on your highest performing topics and assets, according to your core target market. Remember – you only need to capture data once, but it can be used many times, and in many different ways.
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