Asset management industry is going through a major transformation. Asset management is commoditized by technological advances and democratization. A manager in a department already acquires the status of a rock star which does a few things to maintain relative programs. Hence most of the firms are struggling to gain the attention of new clients or keep attention on the existing clients. Mangers of any portfolio should navigate towards becoming more visible, more respected and more influential. It helps to express your opinions, and the thought leadership really matters.
Thought leadership does not arise overnight like financial advisors which have the capacity to transform themselves overnight. For asset managers, it’s their website and content that can transform through leadership overnight. Asset managers’ website acts as your main branding platform. But without fresh and compelling content, you won’t be able to provide authentic perspective for mutual fund marketing and brand. If your asset management website consists only of static content with little user interaction chances, then there is no reason for traffic.
In this highly competitive industry, the only way to gain a point is with content; and the clients look for it. The clients want information which they can use to learn something about asset management. Firms that provide such content regularly are more successful at filling their wallet, cultivating a relationship and building their client base. For a though leadership, you need a blog, social media for building influence, and automate engagement. All of them help asset managers, mutual funds, ETFs, wealth managers, and fintech companies grow through marketing.
