2015 has been the year of content marketing in the asset management industry. Asset managers have significantly raised their content game, not only publishing more comment and analysis but also improving its qualityhttp://www.clerkenwellconsultancy.com/2015-asset-management-content-marketing-top-50/.
Fortunately, it seems that the fund buyers who are their target audience have taken notice. They tell us that the most insightful blogs, commentaries and white papers improve their understanding of a manager, often influencing their fund selection decisions.
In a straw poll, fund analysts and selectors working for some of the UK’s bigger wealth managers told us that they valued truly insightful comment. But being information-rich, time poor, they tended to read only the best written, most intellectually stimulating.
“I feel the best of these really add a great deal of value,” explained one fund selector. “The pitch is excellent; the narrative is easy to read; there are lots of quotes from other sources.”
Asset management content marketing cited as being high quality included M&G’s Bond Vigilantes blog. But otherwise, the favoured insights came from boutiques, with Odey Asset Management, RWC Partners and Troy Asset Management all mentioned.
Four valued characteristics
If there were four common threads they were:
Summing up, one fund buyer told us: “The hook is if one manager’s content makes me feel better informed or more intellectually stimulated than any other, then that can only be a good thing.”