Top 5 Content Marketing Must-Haves for Asset Managers- Guest Editorial

Charlotte Day

A newsletter should be brimming with enticing, interesting content, and although you can use this opportunity to discuss whatever subjects you like, the asset management firms with the best results are those that focus on the latest industry news and performance insight, says Charlotte Day of Contentworks.

There are many impactful ways to qualify leads and generate interest through content marketing. Unfortunately, 18% of asset management firms feel they don’t have the right technology in place for content marketing services, while 90% blame redundant content creation efforts for their lack of tangible content, according to the Content Marketing Institute’s survey in 2017. But with so many asset management firms for investors to choose from, it’s vital that your firm stands out from the crowd with a compelling content marketing strategy.

Does your business have an effective content marketing system in place? The team at Contentworks, an agency specialising in financial services content marketing, are sharing the top 5 techniques every asset manager should have up their sleeve.

  • Email newsletters  

Email newsletters are essential for asset managers looking to capitalise on the digital age. They offer a direct and personal way to communicate with investors, raise awareness about your firm, retain existing clients and create new business.

Every e-newsletter needs a compelling headline, as this is the quickest way to get people to click through to your website. Some examples include:

  • 7 important questions to ask when choosing an asset manager
  • The two biggest investment mistakes you need to avoid
  • Everything you’ve heard about asset management is wrong: Here’s what you need to know instead

Your newsletter should be brimming with enticing, interesting content, and although you can use this opportunity to discuss whatever subjects you like, the asset management firms with the best results are those that focus on the latest industry news and performance insight. Don’t forget to optimise your e-newsletters with an eye-catching design, clever use of colour and striking images.

  • Social media

A content marketing strategy wouldn’t be complete without a social media marketing plan. Research by LinkedIn found that 84% of affluent individuals now use Facebook, Twitter, LinkedIn, YouTube and Instagram, and 34% of these people use social media as a source of information for personal finance and investment decisions. These statistics will have increased dramatically by now and show that it’s vital you have at least one fully functioning social media page, otherwise you’re missing out on another way of generating new business.

Use your social platforms to share quality content, demonstrate expertise and engage in genuine conversations. Social shares and comments will open channels of communication, all of which will set you apart as an industry leader, strengthen your online presence and help to build authority.

  • Web design

Branding has become increasingly important for asset managers, which is why you need to think creatively when it comes to web design, taking into account visual impact, modern techniques, excellent navigation and responsiveness.

Essential pages include a ‘Commitment’ page, an ‘Investment Philosophy’ section and a ‘Strategies’ section, all of which show the diversity, flexibility and progressive nature of your firm. Further powerful content includes articles, research, resources and news releases, all of which can be shared within your email campaigns and across your social media channels.

A captivating web design:

  • Builds trust with your clients
  • Gives you strong foundations for future growth
  • Helps you to stand out from the competition and keep up with competitors
  • Enables you to expand into new markets
  • Has the power to quickly engage prospects and generate leads

Here’s an example of leading asset management firm, Alliance Bernstein, combining striking images with powerful content:

  • Landing pages

If there’s one thing you can do to dramatically improve your content marketing ROI, it’s to use landing pages on your site. Landing pages are the pages that your content directs visitors to. They should be simply written and designed with compelling copy that focuses on explaining the benefits of your services to potential investors. Video featured on landing pages has been proven to increase conversion rates and enhance trust, so consider adding video to your landing pages for the extra wow factor.

  • Webinars

When it comes to content marketing, webinars are truly unlike anything else. Asset managers can use webinars to showcase their knowledge, provide industry insights and deliver value. They can also use them to engage, inform and connect with a huge international network of investors, anytime and from any location.

When done correctly, webinars can compel your audience for hours on end, position you as an expert in your field and soft-sell your services without the need to hard close. Finally, they can provide insights into high-value, interested prospects, which is particularly useful in this hyper-competitive field.

Is your asset management firm adopting any of these strategies?

Asset management firms that create personal, targeted and relevant content benefit from heightened brand integrity, increased credibility and greater website traffic. To learn more about our empowering content marketing services for asset managers, visit

The subject matter and the content of this article are solely the views of the author. FinanceFeeds does not bear any legal responsibility for the content of this article and it does not reflect the viewpoint of FinanceFeeds or its editorial staff.

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