Dive Brief:
- Content marketing is a key, and powerful, channel across different marketplaces, but marketers must make it part of the entire program across campaigns and channels.
- A recent survey found investment management brands are utilizing content marketing for brand differentiation with 78% reporting planning on increasing its content marketing spend.
- A separate report found marketers’ content marketing goals as 42% reporting customer acquisition and more than 37% reporting brand awareness.
Dive Insight:
A recent PAN Communications report, Content Fitness Data Analysis 2015, found that for marketers to fully realize the strength of content marketing, it must be incorporated into the entire multi-channel marketing program. The report also found marketers’ content marketing goals as customer acquisition (42%) and brand awareness (37.7%). Showing the impact of content marketing in specific marketplaces, a BackBay Communications and Osney Buy-Side survey found that investment management marketers cite content marketing as the most effective channel for building brand recognition and highlighting competitive advantages. Seventy-eight percent of survey respondents reported increasing the content marketing budget over the next year.
Looking into specific content marketing tactics for the investment management market, the report found:
- Ninety-two percent reported white papers as the most popular content medium
- More than half cited webinars and video
- Over 25% include blogs in their content strategy
- Seventy-nine percent reported producing more white papers and research this year
