![]() Most readers do not expect your firm to know what Mr. Your job in content marketing is not to recap the news, but rather offer something insightful or prophetic (here I would encourage prophetic about the world, but not securities). Today, the breakdown is email, Twitter, LinkedIn, TV, radio. Additionally, retail is more informed today than they were 20 years ago. The gap between channels has narrowed to industry and non-industry, essentially fusing institutional and intermediary closer together. Historically, we would break down the difference by channels such as retail, intermediary, and institutional. I’d ague it’s becoming more nuanced, and that’s where voice matters, but not in the way you would think. Like the knight in Monty Python’s Holy Grail, content marketing isn’t quite dead yet. Many pundits, myself included, worry about peak content saturation. An op-ed contributor is a specialist who seeks only to inform them. A columnist is a generalist, often with an idiosyncratic style, who performs for his readers. On that point, I submit a tip from Bret Stephens, The New York Times columnist, who recently offered op-ed tips for aspiring writers:Īn op-ed should never be written in the style of a newspaper column. This is how you write the news instead of recapping it in a monthly letter. Additionally, you can bring in your public relations consultant to push these ideas to the press. If no one else is saying “it’s toasted,” then your firm has free reign. This is your chance to shape the conversation. Chances are they, a) already know what the S&P did the last month, b) read about why it moved a given direction in The Wall Street Journal, and c) will quit reading your post if they see nothing new. If you’re merely recapping what the market did over a given time period, you’re not offering much to your reader. Once on this treadmill, you’ve got to keep it up. Now consider that most of your competitors are thinking the same thing and you’ve got to keep this going. Creating one white paper/blog post/missive/commentary is easy. At first blush, it seems simple: write, edit, distribute. More and more firms are trying to tackle this problem through increased content marketing. “Long-only quality managers” are a dime a dozen to reporters. Oh, and how many of us lament style drift? I’ve seen fund companies win Lipper awards for categories they would never consider themselves in. Whether your portfolio managers believe it or not, Morningstar and other rating companies have helped commoditize funds into particular styles and categories. ![]() Yes Virginia, you are probably a commodity. It’s distinguishing why your firm’s version approach to active management matters, works, and is better than everyone else’s. However, the challenge before us as marketers is not selling active management anymore. Given that we all have jobs, we can assume it’s alive. From Barron’s to the Financial Times, we’re seeing a lot of volley back and forth on whether active management is dead or not. If you replace the word cigarette with active management, this video might hit too close to home. Lee Garner Junior: But everyone else’s tobacco is toastedĭon Draper: No, everybody else’s tobacco is poisonous. We have six identical companies making six identical products. Lee Garner Senior: “So, we got a lot of people not saying anything that sells cigarettes?”ĭon Draper: Not exactly, this is the greatest advertising opportunity since the invention of cereal. ![]() said is right, you can’t make those claims and neither can your competitors.” Don Draper: “The Federal Trade Commission and Reader’s Digest have done you a favor…what Lee Jr.
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