If Content Is King, Video is Emperor
Utilizing videos in content marketing to gain investor mindshare
The secret is out: if ETF issuers want to get investors’ attention, dry materials and long-winded brochures no longer suffice on their own. In today’s hypercompetitive battle to grow AUM, issuers should seek to become trustworthy resources for investors—in other words, producing educational and engaging content. This can take many forms: blog articles, email blasts, whitepapers, fund-specific materials, brochures, handouts at conferences, and more. All of these content pieces have their respective roles to play within an issuer’s marketing strategy playbook, but there’s one medium in particular that can really break through the noise and capture prospective investors’ divided attention like nothing else: video.
After all, in an age of endlessly scrolling social media, microblogs, and constant distractions, who has time for a five hundred word blog article—much less a fifteen page whitepaper—anymore? That’s where video comes in. It’s already transforming marketing efforts throughout myriad industries, and its presence is increasingly being felt in the finance world as well. The numbers really speak for themselves. According to Insivia, including video in a landing page can increase conversion by 80%. This same report found that four times as many customers would rather watch a video than read about it, and website visitors spend about 2.6x more time on pages containing video than those without.
This has momentous implications for ETF issuers. Imagine if, instead of a dry fund fact sheet, prospective investors first encounter a short, punchy, 2-minute animated video on the fund’s homepage that runs through the ETF’s main selling points in an engaging, entertaining way. A video like this one, for example, which we produced for an imaginary beer ETF:
All the website visitor needs to do is click “play.” If they’re interested in learning more, they simply scroll down and encounter the more detailed fund materials that tell the rest of the story.
The bottom line: Video presents an exciting opportunity for savvy ETF issuers to capture greater investor mindshare. It can play an important role in a new or existing content marketing strategy.
Most Read IRIS Articles of the Week: July 17-21
Here’s a look at the Top 11 Most Viewed Articles of the Week on IRIS.xyz, July 17-21 2017
Click the headline to read the full article. Enjoy!
The fee debate raging across mutual funds has long since seeped into hedge funds. Certainly the direction of travel on hedge fund fees was already downward, as strong industry competition and underwhelming performance have taken their toll. — Yazann Romahi
Equity markets continued their strong run in the second quarter of 2017, thanks to the global economy hitting its stride and registering the fastest level of growth in six years. For the first time since 2011, the U.S. is no longer the only shining star as economic momentum picked up across the globe. — Sonu Varghese
What’s powerful about Smart Beta is that it allows investors to target very specific factors to create an ideal portfolio based on a given asset allocation. — Salvatore Bruno
At almost every financial and insurance conference we’ve attended in the past year, sessions to discuss the Department of Labor (DOL) Fiduciary Rule have been among the most popular. — Merriah Harkins
In researching high growth professional services firms we made an eye-opening discovery. Those firms that did systematic business research on their target client group grew faster and were more profitable. — Michael Kay
We live in a noisy world where wisdom is hard to discern. Here are a dozen financial truths honed from more than three decades of observation. — James E. Wilson
If you keep getting the same actions or responses from your interactions, it is most likely you that is the problem. Stop blaming others for your issues. — Matthew Halloran
Being influential through your verbal and non-verbal communication Monday to Monday® requires deliberate practice. You can’t read how-to’s in a book or rely on your title and comfort level to be influential. — Stacey Hanke
We all search for the least chaotic place to work and think. However, your location could hurt your productivity. Here’s why…. — Jennifer Goldman
You’re supposed to have a single burning passion, right? To feel this incredible drive to do this thing that you love. — Alli Polin
Real innovation, and real disruption, will be concepts and methods which “do new things that make the old things obsolete”. — Tony Vidler
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