Ray Dalio's Big Push: Content Marketing His Principles

Ray Dalio deserves credit for some wonderful content marketing just recently.

Dalio, the founder of world-leading investor firm Bridgewater Associates, has been out and about promoting his new book (or not so new, depending on how you look at it) Principles.

The striking thing is how well Dalio and his team have deployed content to really drive home the book's promotion.

First up, the book itself is a long overdue tidying up of Dalio's time-tested principles for success in life and business, previously available as a scraggy PDF.

Secondly, the Bridgewater website has recently undergone a much-needed overhaul. It's much slicker and engaging in its presentation of who Bridgewater is and how the firm operates.

Notably, it does a good job of surfacing a 2013 video from Dalio outlining his view on how the economy works. The video makes for an interesting account of short-term and long-term debt cycles, if you have 30 minutes to spare.

The website also has some great UX. Ongoing scroll on the home page allows visitors to explore the site both horizontally through the primary navigation and vertically through the scroll. The design feels both rich and intuitive, allowing for thematic content patterns to emerge easily for further exploration.

Thirdly, Dalio has been doing nice work selling his book through the usual promo channels. A recent interview with Tony Robbins was neatly excerpted for social media consumption.

 Dalio shares Bridgewater's dot collector technology.

Dalio shares Bridgewater's dot collector technology.

And at a recent TED talk in Vancouver, Dalio took the audience directly into one of his team's research meetings at Bridgewater's headquarters in Connecticut.

His use of graphical display to demonstrate how his principle of "radical transparency" works in practice gave great insight into the method. Seeing his "dot collector" tool in practice was key to quickly understanding how the Bridgewater team seeks to bring algorithmic decision-making to bear.

But, most importantly, Dalio has been doing good work simply telling stories. 

The founder story of how he started trading stocks at under $5 a piece using the money he earned as a golf caddie.

Or the survival story of how he had to borrow $4,000 from his father in the 1980s to pay household bills after he ruinously bet the wrong way on the U.S. stock market and nearly downed his company.

Dalio says that sharing his stories and his learnings with others is an important part of the third stage of his life.

He's certainly doing good work using the content and narrative tools at his disposal to get his story out into public domain.