Robust content marketing strategies have become critical as asset managers face growing challenges in building brand preference and filling the sales funnel. Providing useful, helpful content that addresses advisor needs and challenges in the form of content marketing builds awareness and trust on third-party sites where advisors do most of their research. This study provides practical guidance for firms to move from the early and middle stages of content marketing maturity, to building brand preference through strategic use of story-telling.
With Creating Brand Preference with Content Marketing, asset managers can leverage content marketing to provide relevant, valuable information to current and potential customers (whether they are on news, industry or social sites) to address needs and solve problems with the goal of building interest, trust, and positive sentiment about the brand.
This new study provides practical guidance for firms to move from the early and middle stages of content marketing maturity, to building brand preference through strategic use of story-telling. The report includes best practices for planning, staffing and management as well as key performance indicators to help firms build and improve their content marketing initiatives.
Our Content Marketing Maturity Model, identifies the steps asset managers and insurers need to take to generate awareness of and build consideration for their brands.
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Primary Audience: Heads of e-Business, Marketing, Distribution, Corporate Communication, Strategy
DST surveyed and interviewed executives at 23 asset managers and insurers responsible for managing content marketing for this report. The companies ranged in size from under $30 billion to more than $100 billion in assets under management.
categories: branding, content marketing, digital advice, marketing strategy