3 Tips for Effective Content Marketing via Earned, Owned and Paid Media

by Mackenzie Flett on October 18, 2018

In the ever-evolving landscape of content marketing, there are three distinct channels for marketing efforts to be directed, each of which is a crucial component of a successful content marketing program – and each offer their own lead-generation opportunities.

  • Earned Media. Earned Media — which includes both public recognition through word-of-mouth and thought leadership accepted for publication by media outlets — is a powerful tool in this age of constant connection, as the opinion of the public consciousness can make or break any marketing effort.
  • Owned Media. Owned Media — company-run digital and print channels and social media accounts — can serve as an effective way to leverage leads by providing existing clients and prospects with controlled educational content that can help them to determine whether your goals and theirs align.
  • Paid Media. Finally, with a multitude of services offering advertising options to increase exposure to the public eye, Paid Media, such as promoted content and sponsored content positioned in digital and print outlets, offers valuable avenues that marketers can use to acquire new leads by seeking out specific, targeted audiences on a variety of established platforms and actively engaging them with your brand.

Looking for some tips to keep in mind while diving in? Kelsey Meyer of InfluenceAndCo advocates three in particular:

  1. Focus on audience engagement. First off, when it comes to promoted content, keep audience engagement in mind. If a piece of content on its own is getting a ton of clicks, it might be worth looking at promoting it. IAC reported that a promoted tweet generates “111 additional clicks with only $50 in ad spend.”
  2. Promote only leading content. Another good rule of thumb is to only promote within the top 1%-3% of posts with the most engagement recently. After all, there’s no sense in promoting content that doesn’t click with your audience.
  3. Build positive press for your brand. When it comes to spreading the word among the public, the rise of social media has allowed writers and journalists a platform to reach out to you for insights and information regarding your business. When it comes to building accreditation among consumers, there’s nothing better than positive press coverage from reliable sources.

For more wisdom and insights on content marketing success, click here.

3 Ways That a Good Narrative Can Help Asset and Wealth Managers Connect With Their Clients

3 Ways a Strong Narrative Can Help Asset and Wealth Managers Connect With Their Clients

by contadino on May 15, 2017

A strong narrative in communications with clients can help asset and wealth managers to strengthen investment rationales, increase buy-in and nourish relationships.

Narratives drive markets. If that was ever in doubt, consider the experience of the past year.

Two shock votes, for Britain to leave the European Union and for Donald Trump to become president, could easily have derailed markets – particularly after a long bull run, with valuations stretched, and an era of accommodative monetary policy coming to an end. And indeed they did upset markets, but only very briefly.

After sharp falls on both occasions, a different market narrative took hold: that the new regime would be positive for businesses. That the market has been able to rally so strongly despite the nature of this new regime being so poorly defined, and without much change in the fundamentals, emphasizes the importance of the narrative itself as the driving force.

Yet narratives tend to be absent from asset and wealth managers’ communications. They may have pundits who can comment on the story of the day in the financial media, but their own communications material typically focuses instead on reporting recent performance in the blandest manner possible or perfunctory remarks on macro events.

This is a huge lost opportunity. Those in the investment industry that embrace narrative techniques will benefit in three important ways:

1. Strengthen Investment Rationales

First, use them to strengthen investment rationales and make them resonate. Behind every stock there is a story; tell it. This will often speak to a familiar challenge or popular theme: how is the healthcare company you own placed to ease the burden of ageing demographics, or how has your technology name built an unassailable market position? Elaborating on the investment case through a narrative will help your client understand it.

2. Offer Solutions, Not Products

Second, use them to frame your investment strategies as solutions rather than mere products. The fear of failing to meet a savings goal is pervasive and the anxiety associated with market volatility is palpable. But if the purpose of a fund is explained beyond a return target or narrow mandate – is it there to maximize clients’ wealth before retirement, to pay them an income in retirement, or to smooth their path to retirement? – investors will fuse it with their own objectives rather than view it as a simple interchangeable tool.

3. Fortify Relationships

Strong narratives strengthen relationships between asset managers and intermediaries — and just as importantly, between intermediaries and their end clients. The more clearly clients understand an investment case, the more they can internalize it and increase their conviction in it.

At a time when active management is under such intense pressure from the passive industry, forging this connection with investors is absolutely vital.