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Category Archives: Content
“Astonishing” Advisor Research Suggests Necessary Changes To Mutual Fund/ETF Communications
I was so eager to get at the recent Advisor Perspectives/Inside Information research that I read the complete 65-page report on my 4-inch phone while sitting out in a cold car waiting for a Realtor to show my house over the weekend.
The conditions notwithstanding, I thoroughly enjoyed myself. “Investment Trends in the Financial Advisory Profession: Key Implications for the Investment Management Industry” lives up to its promotional email.
Taking A Closer Look At How Your Content Is Being Discovered, Consumed
I escorted a loved one onto the World Wide Web over the holidays. It truly was my pleasure and honor, after years of his enduring my stories about Websites, RSS feed-reading, analytics, apps and podcasts. He—a brilliant guy and voracious newsreader who haunts the libraries but was able to spend only limited time on their desktops—finally could be online at home via his own 3G iPad and I was eager to help him.
Top 5 Most Popular & Least Popular 2011 Posts For Asset Management Marketers
The very best holiday wishes to you! Here’s to an even better, brighter 2012.
For the last few weeks, I’ve been enjoying the 2011 content consumption insights being shared by an array of Websites. For example, Storify published its list of the top 10 tweets quoted/embedded in 2011. Closer to home, Investment News and By All Accounts are among those sharing their Top 10s.
My once-a-week blogging doesn’t come close to the output of most of the sites doing the sharing but I want to give back, too, by showing you what this blog’s readers have gravitated to. After looking at the year’s worth of data, I thought I might also give my underperformers a second chance.
25 Content Highlights Of 2011
There are some people who are theatre people. There are some people who are music people. And—getting closer to the point of this post—there are the book-lovers. Me, I’m an online content junkie.
With this post, 12 months in the making, I delight in that special piece of content found swimming out there in a sea of perfectly average content. This is my list of what I found to be the best marketing, digital marketing and/or investment-related content—with a few wildcards—of 2011. It’s an updated edition of a similar list published last year at this time.
Some Encouragement To Keep Working On The New Stuff
Inside your company, I know there’s lots of discussion about the rationale for the new social stuff. That’s good because outside, the drumbeat continues—for mutual fund and exchange-traded fund (ETF) marketers and for all marketers. The old stuff isn’t as impressive as it used to be.
I submit two pieces of content for your consideration today.
First, specific to the investment industry, is I’m Not A Financial Professional, But I Play One On TV, an I Heart Wall Street blog post published yesterday. The blogger is Scott Bell, a financial advisor who runs a California-based RIA but keeps his blogging and wealth managing separate. In aggregating six YouTube videos of celebrity commercials over time, the point of the post is to challenge the SEC’s position prohibiting the use of clients in testimonials.
Thought Leadership Marketing And SEO’s Role In It
What role does SEO play in your firm’s Marketing? Many companies we work with don’t invest a lot in search engine optimization. But the companies that do tend to swing over to the other extreme—they tend to have a deeper appreciation for how search drives website traffic and, because of this, they invest many of their hopes and dreams into their SEO efforts.
In many cases, that’s not practical. SEO can’t on its own rescue an online presence, and particularly not if an SEO team is siloed. What an organization knows and understands about SEO can be leveraged many times over once the search professionals are mainstreamed with the rest of Marketing, including writers and producers involved in creating content to be marketed and syndicated.
3 Reports To Cite In Your Next Go-Round With The Social Media Skeptics
Three reports surfaced in the last week that may help your “evangelizing” about social media and even the impact of digital communicating in general.
Changes In Advisor Content Consumption
kasina shared some high-level findings of its annual “What Advisors Do Online” research and facilitated a conversation with two marketers—Liesl Leach, JP Morgan head of digital marketing and advertising, and Catherine Heron Carroll, Allianz Global Investors’ senior vice president and director of digital marketing, during an audio Webcast Thursday. Fortunately for us all, the Webcast was made available on demand and I’ve embedded it below.
+1 And PDF Tweaks For Boosting Your Search Rankings
I had been planning a post about the importance of updating your social sharing icons to include Google’s +1 button. You’d do this for two reasons:
1. To enable site visitors to share your mutual fund or exchange-traded fund (ETF) content on Google+. You’d be joining the ranks of more than 1 million sites that have added +1 since its introduction in June, according to Google.
10 Takeaways After Tracking Advisors’ Tweets For 2 Years
The moving truck came a few weeks ago and took the AdvisorTweets database, files, analytics and Twitter account over to its new home at Smarsh, the email archiving and compliance solutions company. We’ll all just have to wait and see how Smarsh takes the site (“what are advisors thinking?”) to the next level it deserves.
Sigh.
As I said when I announced its sale, I really love AdvisorTweets—although for me it was a crazy, no-revenue model, distraction/indulgence that I obsessed about for two years. And, I’m proud of who I “engaged with” as @AdvisorTweets, which as of July 21 was the #7th most followed personal finance Twitter account, according to Sulia.com.
Personal Or Turnkey? This Must-Watch Video Presents 2 Very Different Approaches To Social Media
If your job as a mutual fund or exchange-traded fund (ETF) marketer involves understanding how financial advisors are using social media to build their online profiles and raise awareness of their business, you really need to watch the 40-minute video embedded below.
This video of a Webcast organized by LinkedIn and streamed live on July 22 provides a point-in-time look at the differences between how an independent advisor and a top-down headquarters-managed wirehouse thinks of participation in social networks as a means of competing for investor attention. These differences may inform the content and resources you create to support their efforts.
