Content Marketing Key Approach Among Asset Managers

64% of asset managers believe content marketing will be the most successful marketing strategy for their businesses over the next 12 months, according to a new survey by digital platform provider Kurtosys.

 Wordpress is the most commonly used content management system, according to the survey of global asset managers.

Wordpress is the most commonly used content management system, according to the survey of global asset managers.

Of the 300 respondents to the global annual survey, 65% expect to spend more on content marketing in the next year, describing it as their primary channel for generating traffic and new business. Fewer than 10% of respondents planned to spend less. 

Other key findings from the report, conducted annually since 2012, include:

  • 56% of respondents have a documented digital strategy in place, up by 3% on the previous year.
  • 41% say new business acquisition is the primary objective of their website, followed by brand awareness at 39%.
  • Wordpress remains the most commonly used content management system (30%).
  • 34% say their number one objective for content is to generate new business, followed by client/prospect education at 31%.
  • 77% of respondents said their company shared content on social media.
  • Approximately half of respondents said they had a company blog, the other half said they didn't have one.

" Another trend we’ve seen in recent years is asset managers creating separate content hubs away from their investment websites - partly for practical development reasons and maybe some compliance/regulatory reasons also," said the report.