What we think

  • Brexit asset manager content: noise or insight?

    July 2016

    June’s Brexit vote led to a big increase in asset manager content published, but not all was sufficiently insightful to encourage engagement.  After the UK public wrong footed financial markets in the June 23rd Brexit referendum, asset managers rushed to write their views about the surprise result’s implications. But those that published most post-Brexit analysis did not necessarily publish the… Read More >

  • How financial content might delight millennials

    June 2016

    In their 20s and 30s, the millennial generation are finance’s customers of the future. Yet neither asset managers, banks, nor wealth managers have mastered how to leverage digital content to market to them. This is ironic, as millennials are, to use the jargon, ‘digital natives’. Well out of my 30s, I asked Geordie Palmer, a 24-year-old junior VC at www.01ventures.com,… Read More >

  • 2016: Why creativity counts in financial content

    January 2016

    It’s often been said, unfairly, that finance is boring. Yet as banks and asset managers get better at producing blogs, white papers and videos, they’re making their subject more interesting. Amazingly, this dry sector is learning to appreciate creativity. Until recently, even some of the biggest financial organisations had little time for creativity. As often as not, young marketing staff… Read More >

  • Fund buyers: 2015’s clever content adds value

    November 2015

    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… Read More >

  • 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… Read More >

  • Why first-class financial copywriting matters now

    June 2015

    When Warren Buffett sits down to pen Berkshire Hathaway’s annual report, he moves masterfully from exceptional businessman to skilled writer. His quirky writing style neatly conveys the cast-iron common sense management style that has created so much value for shareholders over the years. Mr Buffett is an exception, but he proves the rule. Not many CEOs – and not that… Read More >

  • Financial journalism’s lessons for content marketing

    November 2014

    Earlier this year, one of the global banks sent a thought leadership paper surveying central bankers’ changing holdings to the Financial Times. The resulting article, showing that central bankers intended to cut longer-term debt holdings, led the newspaper’s front page and was widely read all over the world. What this shows is the value of old-style financial journalism in the… Read More >

  • Why financial copywriting matters now

    October 2014

    The world’s best CEO copywriter? When Warren Buffett sits down to pen Berkshire Hathaway’s annual report, he moves masterfully from exceptional businessman to skilled writer. His quirky writing style neatly conveys the cast-iron common sense management style that has created so much value for shareholders over the years. Mr Buffett is an exception, but he proves the rule. Not many… Read More >

  • Five reasons why most asset managers’ web content fails

    September 2014

    Asset managers are upping their game when it comes to content. They’re packing their web sites with blogs, videos and white papers. But the harsh reality of digital traffic reveals that most of this effort is futile. While a few YouTube videos attract views in the hundreds of thousands and some LinkedIn blogs regularly score many thousands of hits, the… Read More >

  • Time for integrated reports? A writer’s perspective

    August 2014

    The move to integrated reports, in Europe at least, is gaining ground. A quick analysis of the FTSEurofirst 80 Index shows four of the continent’s largest companies publishing integrated reports for the first time in 2013, meaning that more than 20 of Europe’s leading public companies now do so. Bayer, Generali, Iberdrola and Siemens all recently published their inaugural integrated… Read More >