82% of customers prefer organisations with a content presence, this is a great opportunity for savvy, client-centric asset management firms. The financial services industry is still playing catch up with digital transformation which was reflected in our recent study into the digital effectiveness of the world’s top asset management firms. The research uncovered that close to half (46%) of the leading firms are overlooking content marketing.
Marketing professionals and decision-makers in asset management firms face a constant challenge – how to effectively reach and engage their target audience. As digital becomes increasingly integral to marketing strategies, content marketing has emerged as a critical tactic. The importance of content marketing for asset management firms is paramount, giving firms the opportunity to drive growth, build client trust and success in this competitive sector.
By 2024, content marketing is projected to be worth a staggering $600 billion, making it a key component of any brand’s digital marketing strategy. This growth is fueled by its impressive return on investment (ROI), which surpasses all other marketing strategies. It’s no wonder that asset management firms are increasingly turning to content marketing to stay ahead of the curve.
The Content Marketing Gap
Despite the clear benefits of content marketing, there is a surprising gap in the asset management sector. Murray Dare reported that a staggering 70% of asset managers admit to having little to no content or content marketing strategy. This gap presents a massive opportunity for those willing to invest in content marketing, an approach that is highly cost effective too.
For marketing leaders with a close eye on their budgets, content marketing is particularly appealing when it costs 62% less than traditional marketing and generates three times more new business opportunities.
5 Benefits Of Content Marketing For Asset Management Firms
For ambitious asset management firms, content marketing isn’t just a marketing strategy – it’s a powerful tool to attract and engage clients, establish expertise, and build lasting relationships. By incorporating these benefits into their digital marketing approach, asset management firms can effectively stand out in their industry, capture the attention of potential clients, and drive growth and prosperity for their business.
Content marketing can help to deliver:
1. Cost-Effective Lead Generation:
In a notoriously competitive space, efficient lead generation is vital. Traditional advertising methods can be costly, but content marketing can lead to a 97% click-through rate and offers a cost-effective solution. By creating tailored, valuable content, asset management firms can attract and engage potential clients while keeping marketing budgets in check. This method allows you to not only increase the quantity of leads but also improve the quality, as you capture the attention of prospects genuinely interested in your financial services.
2. Improved SEO:
68% of online experiences begin with a search engine and 60% of marketers say that SEO driven content is their highest quality source of leads. Online visibility is critical and SEO can be a game-changer in content marketing for asset management. Search engines reward websites that consistently provide insightful content, which means that asset management firms can boost their online presence by regularly publishing high-quality, relevant articles, blog posts, and reports.
As your website’s search rankings improve, your firm becomes more discoverable to potential clients actively seeking financial expertise, increasing the chances of connecting with individuals who are looking for the precise services your firm offers. Learn more about the benefits of search engine optimisation from accredited experts.
3. Engaging Video Content:
Video content has a 92% audience reach worldwide and makes up 82% of global internet traffic making it a highly lucrative form of content for any marketer. Asset management firms can leverage video content to simplify complex financial concepts and establish themselves as industry authorities. In a field where trust and expertise are paramount, engaging video content builds credibility and rapport. Videos are highly shareable and can be distributed across various platforms, expanding brand recognition and visibility. With the potential for videos to go viral, asset management firms can extend their reach to a broader and more diverse audience.
4. Nurtured Client Relationships:
For asset management firms, maintaining strong client relationships is paramount. Email marketing is an essential aspect of content marketing and can achieve an ROI of 3600%. Email marketing enables firms to deliver personalised and timely content directly to their clients’ inboxes. This constant engagement keeps clients informed and fosters loyalty, resulting in repeat business and referrals. The ability to analyse client engagement allows firms to continually refine their email campaigns, ensuring that content remains relevant and valuable to clients as their financial needs evolve.
5. Enhanced User Experience:
A positive user experience is essential in asset management, where trust and credibility are critical. By providing valuable and engaging content on your firm’s website and other digital platforms, asset management firms can keep visitors engaged for longer periods and encourage them to explore deeper. A seamless and informative user experience not only builds trust but also increases the likelihood of visitors engaging with your services. Whether it’s filling out a contact form or seeking more detailed information about your offerings, content marketing enhances user experience and fosters client engagement.
Don’t Forget To Be Social
4.8 billion people globally are using social media. Clients expect to see the asset management firms that they engage with and their C-suite active on social media channels. Aside from meeting expectations, social media marketing for financial services provides the sector with the opportunity to:
- Keep their brand front of mind with potential and existing clients
- Share valuable content with their audience
- Position their organisation and C-suite as thought leaders in the market
- Attract and retain employees
How Effective Is Your Firm’s Content Marketing Strategy?
Getting started with content marketing for your asset management firm is a crucial step towards staying ahead in the competitive financial services industry. The first step is to take a closer look at your firm’s existing content and its performance. This audit and analysis will help you identify areas for improvement and tailor your strategy to meet the specific needs of your target audience. Creating a sophisticated content marketing strategy can seem like a daunting task for firms that have just started their asset management digital transformation journey – especially if you lack the in-house tools or expertise. In such cases, collaborating with an experienced digital marketing partner can be a game-changer.
We’re Ultimedia, a team of accredited digital marketing specialists with a proven track record of helping enterprise-level organisations, including asset management firms, enhance their digital effectiveness. With over 25 years of experience, we understand the unique challenges and opportunities in the financial services sector. To discuss your specific requirements and learn how we can support your organisation in achieving digital excellence, contact us today.