Where most companies go wrong with their marketing is not being absolutely clear on who their target audience is and not knowing where/how they consume information. What seems like a very simple task is in practice very difficult. How granular do you go?
Part 1 of this series outlined the steps needed to map the journey your prospects will traverse during…
The 2024 deadline for UK Stewardship Code submissions has now passed and what is typically an intensive and…
Culture is an integral, oft-discussed element of how a firm is perceived externally. Consider how negative news of a firm’s culture can leave a lasting impact for months, if not years. Despite this, the connection between culture, brand and communications, and the difference it can make to galvanising employees and generating cut through is often minimized..
Engaging with your audience starts by understanding who they are, what they want and where they will intersect with your content. Personas are an ideal way to build a framework of physical and digital touchpoints that will open up as many opportunities as possible to get your message in front of the right people.
Find recommendations for: How much time and resource you should be putting behind stewardship reporting, how far along the road to ‘perfect’ stewardship the FRC expects you to be and how long your report needs to be.
At this point we all know that a website is an essential portal for information and a fundamental representation of a firm’s brand. Yet, many asset management firms fall short when it comes to building and optimizing their websites for maximum impact.
Effective ETF content marketing must build on a strong foundation of overall content best practices, and requires further strategic consideration to stand out. Total ETF assets under management have grown at approximately 15% CAGR since 2010, almost three times faster than traditional mutual funds, per data from Oliver Wyman. As this growth continues, investment marketers will continue to launch and/or optimize their ETF content marketing efforts.
OK that’s a slightly harsh headline but as a rule, asset managers websites are not fast. I meant to write this post in Q4 last year but as usual the last few weeks of 2023 got very busy and time to write became a scarce commodity. Now with all the good intentions a new year brings, I’m making time to write more about Beacon and our broader digital work.
As we open our shiny new 2024 calendars, the mood amongst marketing leaders seems a little more cheerful. Having held back or even given up budget in 2023, priority projects are moving forward once more. The need to get ahead in this highly competitive market can’t wait.