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Content is one of the cornerstones of effective investment marketing, but it remains a puzzle for many marketers who struggle to achieve consistent and clear results.
This is partially because content is such a broad concept. Within a firm, marketing can own everything from uploading and distributing standard investor communications to publishing email newsletters and social posts. With such a broad mandate, how can investment marketers define success, let alone achieve it?
To bring more clarity to the content landscape, White Marble Consulting engaged a peer group of 14 marketing leaders and specialists at asset and wealth management firms who have responsibility for marketing content.
Preview of key findings:
- More than half of respondents say they have a “somewhat formal” content strategy (57%), while 29% say its “very formal” and 14% say its “slightly formal.”
- Respondents cite “not enough employees/bandwidth” (29%) and “not enough budget” (29%) as their primary obstacles to achieving their desired content goals.
- Most respondents ranked equally leads generated and website performance as the most important metrics to measuring their firm’s content success.
The report summarizes data from our peer group, with analysis of what the findings could mean for investment marketers.
Our analysis draws on White Marble Consulting’s experience partnering with dozens of asset and wealth management firms to improve their content efforts and ultimately make their content work harder for their goals.
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