Is Investment Content More Important Now Than Ever Before?

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.

Why Great Investment Content is a “Must Have” in this Brave New World

 

Lessons from the Coronavirus Crisis

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 which informs, connects and inspires action from clients is a “must have” in this brave new world.”

 

Enhancing Relationships Through Content 

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?

The Recipe for Content Success? Focus on the Readers’ Content Experience

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.

3 step social

Step 1: Get Personal, and Always Think Client-First

  • Struggling to decide what to write about? Finding a thought-leadership topic can often be the first roadblock. A great place to start is by identifying commonly asked client questions and then shortlisting in-demand topics and themes.
  • Ensure you’re writing with purpose, and make sure that purpose is clear to the reader. So, before embarking on your next piece of investment content, ask yourself, “What is the reader gaining from this?” Is it a fresh perspective, or more of an exposé? Is it a primer on something technical, or a deep dive on a specific subject?
  • Think about how you want the reader to feel after consuming the content. For example, is the intention to alleviate any worries, or are you trying to influence decision making? This is best achieved when the writer has greater insight, or different insight, than the reader – so write about something you are confident with or have an interesting take on, and ensure the content is lucidly expressed.
  • Make sure your title is client-first too, by keeping it simple and descriptive. The Savvy Investor platform shows that papers which avoid cryptic titles and take a “does what it says on the tin” approach, achieve higher engagement, greater pick-up and better targeting.

Step 2:  Maintain Engagement by Creating Content that’s Easy on The Eye

  • Ever opened a document and thought – “wow, that’s dense”? Make your content work as hard as possible by creating reports that are reader-friendly and easy to digest. Ensure that your papers and website utilise white space properly so that content looks uncluttered.
  • Help prevent readers from checking out by using navigational cues within the content such as headings, sub-headings and chapters where relevant.
  • Optimise these headings for scannability by writing simple titles that summarise the content beneath. If the salient takeaways can be understood by reading the titles alone, then you’ve done a good job.

 

“If the salient takeaways can be understood by reading the titles alone, then you’ve done a good job.”

 

 Step 3: Add Visuals, then use these to Optimise and Enrich Your Campaign

  • Smart phones, laptops, kindles, and tablets have changed the way we consume content and how we want it to look. The Savvy Investor Content Team always recommend that investment marketers enrich documents with relevant high-quality visual aids to make content as attractive as possible. Enrichment shouldn’t be limited to just images, but charts, infographics, icons, coloured text boxes, graphs and tables all help to improve the readers’ experience.
  • Like the old saying, “a picture tells a thousand words” – where possible, use visual aids to support complex concepts and to display ideas simply. Such aids help to improve understanding and boost overall content quality. You can also add pull-outs quotes and use lists with bullets or numbers where possible to draw attention to important points.
  • Don’t forget that all of these visual assets can then be repurposed and incorporated as additional components of your campaign. For example, bullets can be used within the body of an email or as talking points on the phone. Pull out quotes, charts and tables can be made as standalone promotional social media posts or used in presentation/pitch decks.

 

The cherry on top? Digital marketing

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:

  1. WHAT you talk about
  2. WHICH content type you use
  3. HOW it’s best distributed

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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Wealth Dynamix delivers Client Lifecycle Management solutions to the world’s leading private banks and wealth and asset management firms.

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Gabriel Chan

Head of Sales – APAC

An accomplished, results-driven sales and marketing professional, Gabriel has held sales and marketing leadership positions in Singapore and China at some of the world’s most successful and respected global technology enterprises.

During more than 20 years spent at IBM, Sun Microsystems and Microsoft, Gabriel developed and implemented sales and channel strategies to support strategic business objectives.

His specialism is growing and extending sales territories to grow revenues and increase market share.

Travis Morgans

Head of Consultants

Travis combines 15 years of software delivery, business modelling and leadership experience with a passion for transforming business needs into effective digital solutions. Before joining Wealth Dynamix in March 2018, Travis led Operations for Nikon – a role which incorporated CRM product ownership responsibility and initiated over 10 years of MS Dynamics experience, from 2011 to Dynamics 365​.

 Since joining the Wealth Dynamix team, Travis has been instrumental in designing and delivering some of our most strategic WDX1 projects. Leading the consulting team for WDX1, he is responsible for their recruitment and development. The team’s complex remit supports a fundamental aim – to ensure Wealth Dynamix delivers the best client experience. ​Travis is also responsible for ensuring the WDX1 product is designed and evolved in the most adaptable way possible to drive adoption across our client base, existing and future.  

Joanne Donoghue

Chief Marketing Officer

An experienced, tenacious marketer, Jo joined the Wealth Dynamix team in 2021 as Head of Marketing and quickly rose to the position of Chief Marketing Officer. A Brand and Marketing specialist with a proven track record in BRB and B2C communications, Jo combines a customer-centred approach with strategic thinking.

Having held senior Marketing positions in numerous FTSE 100 businesses, including Asda Stores Ltd, The Co-operative Retail Group, plus financial services brands MBNA, OneFamily, TransUnion, The Co-operative Group, she possesses a wealth of experience in the fields of finance and technology.

Jo is passionate about activating the Wealth Dynamix brand across every channel, taking a holistic marketing approach to drive consistency, salience and thought-leadership activity.

About – Agustin Collazo

Head of Strategic Client Relationships

Agustin joined Wealth Dynamix over six years ago bringing a wealth of experience in change management.

Having experienced first-hand the challenges of managing clients through change, Agu now brings that expertise to Wealth Management firms looking to leverage technology in order to help them connect more effectively with their clients.

Agu has a deep technical knowledge of our solutions that allows him to deliver our products effectively, unlocking the full potential of every feature.

As our Head of Strategic Client Relationships, Agu’s specialist expertise supports firms to become more efficient, transparent and dependable using our CLM solutions.

Juan Stoppa

Head of Development

Juan has over 20 years’ experience developing and implementing CRM solutions and has spent the last 10 focusing primarily on the Client Lifecycle Management (CLM) in the Wealth Management industry.

Currently Head of Development, Juan is responsible on overseeing the technical direction of the product.

Before joining Wealth Dynamix, Juan has worked for Barclays, Fujitsu and Ciber delivering large scale CRM projects in the financial services industry.

Juan has a first degree in Telecommunication Engineering from Universidad Blas Pascal and a MSc in Business Information Technology from London South Bank University.

Ben Altmira

Director of Operations & Change

An internationally experienced change management professional, Ben is responsible for overseeing projects both internally, and for clients.

In a career spanning more than 20 years in global banking, finance and management consulting, Ben has led strategy formulation, project planning, change management adoption, business networking consultation and transformational change projects at Fortis Investments, Barclays Wealth and Investment Management and Verisure Securitas Direct. Since beginning his career at Deloitte, Ben has also amassed a wealth of experience working on complex CRM system implementations, and is a PROSCI-certified Change Practitioner and a Certified Scrum Master (Scrum Alliance).

David Backx

Director of Pre-sales and Implementations

When David joined Wealth Dynamix in 2015 he brought with him a vast amount of experience delivering large-scale Microsoft Dynamics CRM projects. As a Senior Business Analyst at Royal Bank of Scotland David managed deployments with more than 2000 users, for both Business and Commercial Banking, as well as working on key AML initiatives for RBS International. In his current role at Wealth Dynamix David supports the growth and strategic direction of client implementations in Europe. Wealth Dynamix leverages David’s product expertise to shape the product roadmap and ensure that the firm delivers solutions with the right capabilities, that will be enthusiastically adopted, by all customers.

Prior to his involvement in the wealth management sector, David worked as a waste management contracts manager, working with Multi Services Kent to ensure effective waste clearance and re-use at the 2012 London Olympics.

Cedric Neuville

Director of Pre-sales and Consulting Europe

Since joining Wealth Dynamix in 2019, Cédric has worked closely with clients to ensure that the WDX and CLMi solutions are deployed efficiently and effectively.

In a career spanning more than 25 years, Cédric has become an accomplished business and global project management leader covering both technology and financial markets sectors. Having held various roles in private banking (front, middle and back office) and brokerages, in both functional and technical roles, Cédric has led many projects including client onboarding implementations and KYC reviews, regulatory compliance projects (including PSD2, MIFID2/PRIIPS, GDPR, CRS, Rubik) and digital transformation projects (online and mobile design and implementation).

Cédric has vast experience building and managing international project teams, having created three offshore teams in Tunisia and India, managed a 70-employee company as Deputy CEO and a startup Fintech founded to create smartphone apps.

Johnny Beloe

Director of Pre-Sales

As Director of Pre-Sales, Johnny is responsible for maintaining the firm’s pre-sales policies, methodologies and resourcing. He is also leads some of WDX’s largest pre-sales analysis exercises, conducted for a wider variety of financial services firms spanning multiple jurisdictions.

Continual engagement with existing and prospective clients helps to inform the WDX1 product strategy, roadmap and pricing.

Johnny has spent his whole career in financial technology in various consultancy and
pre-sales roles. His expertise covers the full stack of systems required by leading Private Banks and Wealth Managers, encompassing core banking solutions, portfolio management solutions, Client Lifecycle Management (CLM) solutions and more.

William Rouse

Commercial Director UK MEA

William’s commercial expertise in connecting technology to solve wealth management business challenges was borne out of his early career as a stockbroker, followed by a variety of Client Relationship Management and Sales roles in asset management and banking.

Having experienced first-hand the challenges of doing the job, William recognises that an unwavering focus on client service is required to build progressive and mutually beneficial partnerships in FOR the longer term. Having gained further experience working for financial technology service providers including Calastone and Contemi, he has the specialist expertise needed to identify how to leverage technology to help wealth managers connect more effectively with their clients, and become more efficient, transparent and dependable.

In addition to his role as Commercial Director at Wealth Dynamix, responsible for new business development in the UK, US and Middle East, William sits on the board of the Securities Investment Management Association (SIMA) where he is actively involved in exploring industry trends and challenges.

Dominic Snell

Chief Product Officer

An experienced and accomplished specialist in CRM technology and wealth management, Dominic is responsible for defining and leading the product roadmap for Client Lifecycle Management (CLM) solutions at Wealth Dynamix. Experienced in SaaS strategy definition, Dominic formulated the development and launch plan for the firm’s cloud-based CLMi solution.

Prior to joining Wealth Dynamix in 2014, Dominic held senior positions in both RBS and Barclays Wealth and Investment Management, where he was responsible for leading enterprise-scale CRM implementation projects.

With more than 15 years wealth management and WealthTech experience he has vast expertise and insights into best practice CRM and CLM execution.

Francois De Lescure

Chief Revenue Officer

François joined Wealth Dynamix in 2020 to grow the company’s presence in France and further extend business operations across Europe and has since been designated Chief Revenue Officer, a member of the board. 

Having closed several flagship deals for the company across Europe and Switzerland, today his role encompasses responsibility for new and existing revenues, recruiting, structuring and managing the sales team, plus owning the business forecast and reseller channels.

Previously, François served as Chief Sales and Marketing Officer, Executive Committee member and investor at DreamQuark, an Artificial Intelligence software startup. At DreamQuark, he secured the firm’s first recurring revenues with Tier-1 banks and insurance companies, won the Fintech of the Year award and enabled A and B level fundraising. Before that François spent almost 10 years at Nokia Networks, leading European Sales for Analytics Software.

François has an MBA awarded by INSEAD and an engineering degree from the École Centrale de Nantes.

Natalie Levine

Chief Operating Officer

Currently Chief Operating Officer and Board Member at Wealth Dynamix, Natalie is responsible for the strategic direction of operations across the business. A wealth and investment management industry expert, with more than 25 years experience delivering large-scale technology projects, Natalie plays a pivotal role in ensuring the efficient running of the firm and meeting key business goals.

Prior to joining Wealth Dynamix in 2019, Natalie was Head of Technology at Bridgepoint Advisers, a UK-based private equity investment firm. She joined Bridgepoint following an 18-year tenure at Quilter Cheviot, where she was Head of Technology responsible for Operations and execution of the firm’s business plan.

Brent Randall

Co-founder and CFO

A wealth and investment management industry expert, Brent has more than 25 years of experience in developing front to back software solutions that address sector-specific operational and compliance challenges.

Prior to co-founding Wealth Dynamix in 2012, he was a Director at Third Financial Software, where he drove product development.

Previously, he led business development and product strategy for the wealth management division of Financial Objects.

Brent spent 13 years at DST (now SS&C) until 2007, where he was Associate Director responsible for the global product strategy of institutional front office and wealth management solutions.

He graduated from Downing College, Cambridge, with an honours degree in Geography.

Gary Linieres

Co-founder and CEO

With a lifetime career in wealth management, beginning in front office sales more than 25 years ago, Gary is recognised as a highly successful, award-winning executive and serial entrepreneur.

Currently CEO at Wealth Dynamix, one of Europe’s fastest growing WealthTech firms which he founded in 2012, Gary has pioneered a new approach to Client Lifecycle Management (CLM) and built solutions suited to both enterprise-scale and mid-size financial institutions.

In his early career Gary excelled in a wide variety of FinTech sales management and executive roles in the UK, Switzerland and France.

Following his tenure as Managing Director at Financial Objects, which saw revenues grow by more than 300% on his watch, Gary founded and subsequently exited from Third Financial Software after it became a leading front office technology provider.

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