As revealed in The Dubs latest research report Top 10 global asset managers on social media, many global asset managers already have a mature and effective online content strategy in place.
Our series of social media research reports show asset management firms outperform the rest of the finance industry when it comes to curating a multi-channel presence.
But it’s not time for asset managers worldwide to kick back and celebrate a job well done. In fact, the competition to create and maintain a world-beating online presence is only just hotting up.
We studied the content and approach of some of the best performing global asset managers on the web to deliver some top-line lessons for other asset management firms.
PIMCO
One of PIMCO’s strongest assets is its use of data as content. The Smart Charts section of the site offers users fascinating and easy-to-read data representations, which also rank amongst the brand’s most-loved social media posts.
What can we learn?
PIMCO shows how to use data to its fullest. Whether it be defining who your web user is or using proprietary statistics to create engaging charts, consider how your data can be manipulated to make compelling content or improve user-experience.
Schroders
The striking thing about Schroders’ website is its simple and engaging user interface. As easy-to-use on mobile as it is on desktop, this site has been optimised to ensure the online experience is slick and navigation is clear. Because as we’ve seen in recent Google updates, mobile optimisation has never been so important.
What can we learn?
Online presence is all about representing your brand in the best way possible. This doesn’t just mean writing the best content, it also comes down to having a strong visual identity and a site that users can navigate without frustration.
Putnam Investments
Putnam’s blog, Putnam Perspectives, provides users with a comprehensive selection of thought leadership pieces. The content is informative, authoritative, comprehensive and easy to consume thanks to the savvy use of subheadings and bullet point summaries. While there are hundreds of posts on the site, users can quickly access the type of content most relevant to their needs via a simple search facility.
What can we learn?
Global asset managers should strive to be an authority on relevant economic and investment topics. A well-curated and easy-to-browse blog is the perfect way to engage users and prove internal expertise.
Franklin Templeton
Franklin Templeton is one of the many asset management firms using LinkedIn to connect with potential and existing clients. Their feed, which is updated at least daily, keeps their 114k followers up to date with the latest in thought leadership. As a platform designed for professionals, maintaining an informative LinkedIn feed strengthens the Franklin Templeton brand as a trusted advisor.
What can we learn?
As a brand, you don’t need to create specific content for LinkedIn every time you post, but if you’re not using the platform to promote your blogs, events and speaking appearances then you’re missing a trick.
BlackRock
One thing BlackRock really gets right is the variety in the content it delivers. Shared via social, followers receive a mix of blog, video and graphical thought leadership content as well as updates from the ‘human’ side of the business. This wide range piques follower interest and represents the brand as having breadth and depth.
What can we learn?
Not all brands should use every type of content, but don’t be afraid to test and learn. Experiment with different types of posts and keep a close eye on analytics to see what works.
