To connect with your existing clients – and to reinforce your brand, communicate your value as an investment management firm and create new opportunities – it’s high time that you craft tailored content specifically for them. We’re talking about custom content.
A lot of your custom content will focus on answers to your clients’ questions – that’s what makes it useful. Producing content like this sets your firm apart as a helpful, authoritative resource. Even better, custom content has a direct impact on fund sales and conversion rates. Let’s explore.
Your clients are looking for content
A study from AOL & Neilson captured how people spend their time on the web. It breaks down like this:
But here’s the stat we really want to share: 23% of all social media messages included links to published content. How much does that add-up to? Well, people share 27 million pieces of content every day on social media. People share 27 million pieces of content each day on social media.
Your firm is probably sharing content in one form or another. So, where does custom content fit into your broader content initiatives? This is how we break down content:
When you put these three types of content together, you dramatically increase your chances of engaging your clients.
Custom content builds relationships
Why bother spending the extra time and money producing custom content? Because it provides a solid return on investment. Consider the following four data points when putting together your pitch for custom content:
Developing custom content
Knowing about custom content is one thing, producing it is another. Here are eight ideas for launching a new custom content initiative at your firm: