Many investment managers, alternative fund firms, and mutual fund families don’t like the idea of calling their blog a blog.
It’s too retail, too lacking in substance, too old fashioned…or simply not serious enough for an audience of sophisticated, serious, institutional, accredited, or otherwise qualified investors.
I can’t say I disagree.
The Front Door
“Blogging is a great front door for any individual or organization because it is real estate that you can own,” said David Meerman Scott, an influential marketing and sales specialist and early “blogger.”
“Contrast [blogging] with social networks like Twitter, LinkedIn, Facebook, and G+, said Mr. Scott. “All are good, but you will never own your real estate there.”
Blogs are good for you…and good for your firm. If you post consistently – once or twice weekly, at minimum, Google will inventory you, and your prospects have a greater chance of finding you.
According to HubSpot, a leading marketing software firm, companies that blog have created 126% more leads than those that don’t.
But you may not want to call your blog a blog, Mr. Scott said.
Library, Insights, Education
Many investment firms call their “not blog” section a “Library,” or “Insights,” or “Education,” or “Knowledge Center.”
The idea is that your content area should provide critical thinking to help your target audience solve pressing problems.
Here’s how a few firms headline their content:
AQR Capital Management, an alternative investment management firm, calls their “not blog” a “Library” where they publish research papers, journal articles, data sets, working papers, and commentaries.
The “not blog” for global investment management firm Voya (formerly ING) for institutional investors is fronted as “Research & Insights.” It’s published with educational and informative white papers, vantage points, and market insights.
Similarly, the “not blog” of Silver Creek Capital, an alternative investment and hedge fund firm, is headlined under “Insights” and includes market commentaries.
And Chiron Investment Management, a Registered Investment Advisor and alternative fund firm, has no “Blog” but does have a “Resources” section, under which are housed videos, audios, podcasts, and market commentaries.
Some firms continue to use the blog nomenclature, but specify that the content is meant to provide insight rather than rant.
Global investment manager PIMCO’s insights, for example, are headquartered under their “Insights” tab, where investors will then find a section titled “Blog.”
RCM Asset Management, a managed futures investment firm, has a “Blog” tab, but it’s held within their “Education” section, along with videos, investment kits, and other educational commentaries.
What Should Not be in a “Not Blog”
According to Steve Farnsworth, CMO of Steveology, a content marketing and demand generation firm for high-tech firms: “Every company is a media company. This is where a brand steps up and lives that statement.”
Ineffective content, on the other hand, may consist of “corporate communications flotsam,” company news, product news, and new hire or new product press releases, said Mr. Farnsworth. This should not be you.
Your insights, knowledge center, or library should be a content marketing rich enclave to engage customers and educate your prospective clients and investors.
Whatever you call it, your “blog” or “not blog” space is the place to focus on publishing content written to connect with existing and potential customers.
3 Strategies to Feel More in Control of Your Investments in 2019
3 Life Insights From the Jeff and Mackenzie Bezos Divorce
Weekend Warriors: Ortho Regenerative Technologies Begins Final Animal Studies in Rotator Cuff Repair
Advisors: A New Way to Build Trust With Your Audience on Social Media
4 Tips to Get Over Your Fears of Being on Camera
Top 7 Questions To Identify Core Leadership Skills
How Technology Is Helping Clients Take a Bigger Role Than Ever
What Happens When Labour Gets Commoditized
Top 10 Video Marketing Trends in 2019
8 Ways to Be Fearless at Cold Calling
Markets11 hours ago
Long-Term Investors: The S&P 500 Is Not Your Friend. Here’s Why.
Development11 hours ago
Again, and Again, and Again: The Way to Build a Great Advisory
Advisor Marketing11 hours ago
How to Integrate a Robo-Advisor Offering on Your Website
Equities1 day ago
MIT Says 2019 the Year That Blockchain Goes Mainstream
Sales Strategy1 day ago
The “Polite” Prospect Can Be the Most Difficult Prospect
Human Performance1 day ago
6 Techniques to Close Deals Faster
Markets2 days ago
Is the Market Rising Due to the Lack of Bad News Screaming at Us?
Markets2 days ago
The Early Bird Sells too Soon