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.

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.