What we think

2015 asset management content marketing top 50

October 2015

Discover which firms are this year’s top-ranked content creators

Asset management content marketing is becoming a fiercely contested battleground. In the year since our last ranking, the quality and quantity has improved hugely. The best sites are now becoming powerful marketing tools – for both retail and institutional asset managers.

The best sites showcase a tremendously high quality of analysis and guidance, which is beautifully written, presented and filmed. Importantly, they address themes and needs that resonate with investors rather than just featuring technical market commentary.

Inevitably, our few top-rated asset management content producers include leading fund supermarkets such as Charles Schwab (1=) and Fidelity (1=), which have fully-fledged multimedia operations. But firms with institutional offerings such as Goldman Sachs Asset Management (1=) and JP Morgan Asset Management (1=) have also made the cut. Their first-class analysis gets to the heart of many of the issues concerning investors.

Illustrating sharper focus on asset management content marketing, some of the smaller, dynamic asset managers such as Bluebay Asset Management (9=) have stepped up their output. Their content now competes with the best.

THE TOP 50
Relevance Substance Style Regularity Score
1= Charles Schwab Worldwide Funds 5 5 5 5 20
1= Fidelity Worldwide 5 5 5 5 20
1= GSAM 5 5 5 5 20
1= Hargreaves Lansdown 5 5 5 5 20
1= JPMorgan Asset Management 5 5 5 5 20
1= Schroders 5 5 5 5 20
1= State Street Global Advisors 5 5 5 5 20
1= Vanguard 5 5 5 5 20
9= Aberdeen Asset Management 5 4 5 5 19
9= BNY Mellon 5 4 5 5 19
9= BlackRock 4 5 5 5 19
9= BlueBay Asset Management 5 5 4 5 19
9= Carmignac Gestion 4 5 5 5 19
9= Man Group 5 5 4 5 19
15= Artemis 3 5 5 5 18
15= Ashmore 3 5 5 5 18
15= Hermes Investment Management 4 5 4 5 18
15= Impax Asset Management 4 5 4 5 18
15= M&G Securities 4 5 4 5 18
15= Taube Hodson Stonex Partners 3 5 5 5 18
21= Allianz Global Investors 3 5 4 5 17
21= Amundi 3 5 4 5 17
21= Capital Group/American Funds 3 5 4 5 17
21= Cohen & Steers 4 4 4 5 17
21= DAVIS Funds 5 5 4 3 17
21= Morgan Stanley 3 5 4 5 17
21= NN Investment Partners 4 4 4 5 17
28= Aquila Capital 4 4 4 4 16
28= Alger Management 4 4 4 4 16
28= BNP Paribas Investment Partners 3 4 4 5 16
28= Eclectica Asset Management 3 5 4 4 16
28= Franklin Templeton 3 4 4 5 16
28= GAM Ltd 3 4 4 5 16
28= Henderson Global Investors 3 4 4 5 16
28= Julius Baer Funds 3 3 5 5 16
28= Legg Mason 3 4 4 5 16
28= Neptune 3 4 4 5 16
38= ACPI Investment Managers 4 3 4 4 15
38= Barings 3 4 3 5 15
38= Deutsche Asset & Wealth Management 4 3 3 5 15
38= HSBC Global Asset Management 4 3 3 5 15
38= Invesco Perpetual 3 4 3 5 15
38= Investec Asset Management 3 4 3 5 15
38= Legal & General Investment Managers 2 5 3 5 15
38= Lombard Odier Investment Managers 3 3 4 5 15
38= Lyxor Asset Management 3 4 3 5 15
38= New Capital Funds 3 4 3 5 15
38= Pioneer 4 3 3 5 15
38= Pimco 3 5 2 5 15
38= Robeco Asset Management / Robeco SAM 3 4 3 5 15

Judging with four metrics

In order to assess the state of asset manager content in 2015, we deployed the four metrics – relevance, substance, style and regularity. Each metric had a score of one to five. Across all four metrics, content was scored out of 20, with a ranking applied accordingly. While more asset managers achieved high scores than in 2014, there are still wide gaps: just as some smaller managers appear in the top 50, other large managers are notable for their absence.

1.Relevance: Content that matters

Addressing your audience’s needs or interests is a basic rule of marketing. Yet asset managers have generally tended to describe itself or the performance of financial markets. No one’s that interested. Fund manager videos with catchy titles like ‘Third quarter market commentary’ attract less than 50 views a year. By contrast, those addressing generic topics such as ‘How the economic machine works’ have gone viral. Asset managers are evidently monitoring the viewing numbers – they’re making sites more relevant

2. Substance: Thought leadership quality

Few industries trade on their intellect more than asset management. Digital content shows the quality of analysis and decision-making. It helps investors to judge asset managers. Our research showed a huge disparity in the quality of content and the underlying thought. For example, many managers have written about ‘active versus passive management’. While some have done so brilliantly, others have not.

3. Style: Engaging videos, writing, headlines etc

Style is about producing slick videos, writing catchy copy and designing attractive illustrations. Increasingly, the best asset management content is achieving first-class production standards.

4. Regularity: Keeping a steady drumbeat

In order to keep the reader interested, there needs to be a steady flow of content. A number of asset managers have well thought out content strategies. This results in a flow of different types of copy, all addressing different audiences.

Why digital content is critical

The days when asset managers could interrupt customers with mediocre content and sales messages they don’t care about are gone. High-quality content, reaching the right person at the right time, captures investors’ hearts and minds. Developing stories that inform and entertain customers has never been more important.

For more information about how to create top-quality asset management content please call 44 207 253 9880.