Content is far more than words on a page. Globally, businesses are increasingly realising the importance of content in their marketing.  Whether they are using it to gain new customers, retain customers or improve brand awareness: the budgets for content marketing continue to grow. It’s been estimated that the average mid-sizes companies now spend an average of £150,000 per year on content marketing and this is expected to increase by 10% year on year until 2024¹ 

The question we are then faced with is, how do we use this budget wisely? What are the crucial elements we need to consider?  

While we all share a desire to create relevant and timely content that speaks to our clients’ needs, investment marketers face a number of challenges in this regard. With the most common issues in mind, here are some considerations for improving content efforts.  

  • Earn your audience’s trust 

With the plethora of information sources available these days, it has become clear that clients are putting more and more trust in select ‘bubbles’ or publishers. Users no longer trust any result on Google simply because it is there. They are instead now searching for their preferred content providers, or ‘bubbles’, to find information. This means that as companies, the first thing we need to do to engage an audience is to earn their trust.  

  • Use data to inform your writing 

Informing your writing goes beyond simply understanding the needs of your audience. It incorporates data and analytics to pick up on the preferred formats for your audience, the structure readers respond to most positively, and the complexity of language used.  

  • Editorial discipline 

The role of marketing, especially content within this, has grown significantly over the last decade but is still often put under great internal scrutiny. A content strategy is there for a reason, guiding content creation to be aligned with business goals. Those who believe such strategies can be put to one side when they want to surface their ideas and needs pose a major risk to the wider goal of marketing. Marketers should be able to manage interruptions, reiterate the focus of the pre-agreed strategy and confidently maintain editorial discipline.  

  • Create for platforms and needs separately 

The onslaught of content since the start of 2020 has seen content without purpose and without a home being shared here, there and everywhere. Take a step back to gain clarity in your content creation process. Understand where differences need to be considered depending on the target platform for its publication. Combining this with data and analytics can help stakeholders understand why these changes will be beneficial. 

  • Measure content effectiveness and value 

How do you measure the impact, effectiveness and return on interest of content when standard quantitative metrics cannot encompass everything? Is this a case of setting one or two clear metrics to work against? Is it a measure of the effort vs reward of a piece? Marketers need to make sure those stakeholders who review their performance understand clearly  what the purpose and goal of content is.  

These questions and challenges were recently posed to those attending White Marble Learning’s Academy course.  A number of industry experts shared their insight and opinions to help the attendees with a few practical pointers. 

The Academy is designed to provide a tailored learning, mentoring and networking forum exclusively for marketers within the investment management industry. Taking place over six months, it provides structured training, enhances knowledge and provides a platform for marketers to learn from and share challenges and experiences with peers in the industry. Find out when the next course begins by visiting whitemarblemarketing.com/learning or by getting in touch with hello@whitemarblemarketing.com 

  1. Source: SEMrush 2020