A recent report revealed that the world’s most influential asset managers define content marketing and thought leadership are top priorities for their firms. They are investing money into a diverse range of content types and platforms to showcase their authority and expertise.
That is the first major takeaway from a new study published by financial services PR enterprise BackBay Communications, titled “Feeding the Beast: Content marketing nearly ubiquitous among world’s leading asset managers”. The whitepaper details how 88% of the two hundred largest asset management firms are now leveraging content to improve their marketing, communications and PR programs.
Thought leadership is now a core marketing activity for brands. 90% of asset managers in the survey said they are publishing regular in-depth editorial pieces with insights and market commentaries to inspire and engage their clients and customers. A similar number are also using creative video to get their ideas across to audiences.
Social media is a popular content outlet for asset managers, as three quarters of the respondents indicated that they are now using at least four channels, and more than half are publishing fresh content every week. The study also found that larger enterprises with higher value assets have a more extensive content production schedule and are using a wider range of mediums and formats.
BackBay Communications exec, Bill Haynes, said: “The nearly universal embrace of content and social media not only demonstrates the evolving digital landscape and new willingness of asset managers to connect with audiences online, but also speaks to the role of thought leadership to connect with clients in an authentic way and develop trusted relationships and, ultimately, a strong brand.”