Confessions of a Content Marketer

Once upon a time, a function is nestled in asset management companies called “creator.” The creator will be discovered scribbling away in the communications or public family members department, or over in product advertising and marketing — a person, in any case, needed to create the one’s fund brochures.

The writer’s activity becomes to tell the tale of a company to its stakeholders — customers, prospects, traders, capacity traders, shareholders, employees, regulators. In writing. On paper.

How did the author go approximately developing these documents? The creator solicited data from in the company, reviewed previous guides to create a steady tone, researched published substances (where? At the library!), put pen to paper or arms to keyboard, and did what the author turned into employed to do: write.

A draft would then flow into edits, pointers, and upgrades, be rewritten, get sent off for blessing through the prison department, and visit print. Whether it becomes actually study by way of its supposed target audience should best be intended.

Confessions of a Content Marketer | Institutional Investor

Those days now appear quaint, perhaps even Dickensian. The Xerox machine, phrase processor, computer, and fax system arrived, dashing up the mechanics of writing, enhancing, formatting, and printing. And then the net. Because of the internet, these days, it’s all approximately content material. Bill Gates said it fine returned in 1996: “Content is King.”

Content is what results from content marketing.

The reason for writing before content advertising and marketing burst onto the scene turned into to tell. The reason d’être of content is to promote. Writers created tales. Content is extra than a story. It is catnip, set out to entice the reader into the inverted triangle marketers call “the funnel.” Its purpose is to attract, have interaction, and ensnare clients. So what writers create is now not writing — it’s far content material. In truth, writers are not writers. They are content manufacturers.

Content writing remains telling a tale. But it’s a tale with a distinct finishing.

How do I know this? Once upon a time, I became a monetary writer.

I wrote annual reviews (a process excellent characterized, to paraphrase Truman Capote, like typing, now not writing). And quarterly reports and income releases. I wrote newsletters, brochures, white papers, speeches, slide copy (pre-and post-PowerPoint) for banks and funding companies, and wealth control agencies.

I moved without difficulty amongst B2C, B2B, and B2I — business to intermediary — substances for economic advisers, that’s to mention I ghostwrote substances for them to ship to clients to offer as their personal paintings, as though they had the time to prepare 45-slide overviews of quarterly economic outcomes. I wrote scripts for income convention calls. Yes, Virginia, every phrase out of the CEO’s and CFO’s mouths was (and, I believe, still is) on a chunk of paper in front of them. It became fun. It paid nicely. It supported my journalism dependency.

The metamorphosis of “writing” into the content material era at asset control firms — certainly, across the commercial services industry — may be credited to a confluence of occasions. Bill Wreaks, CEO and chief analyst on the Gramercy Institute, a network of senior commercial marketing specialists, identifies: “The breakdown in trust following 2008 led to the hobby in, after which growth of, content material advertising as a means of coaxing traders returned [to the market] via proper content. Then the net made it feasible to percentage that content,” he explains. By “the net,” Wreaks manner the arrival of social technologies making substantial distribution smooth and cheap.

The 0.33 piece, notes Susan Etkind, director of content creation at economic consulting company Prosek Partners, is the capability to pinpoint what type and form of catnip taste exceptional. In her view, “staying in touch with traders and customers has constantly been essential. What’s changed is that we can now measure what’s working.” Step 1: Strategize. Step 2: Create. Step three: Measure. Step four: Lather, rinse, repeat. Bring on the important thing overall performance indicators, or KPIs: unique visits, page perspectives, click-on visits, the geographic distribution of readers, cellular readership, average time spent at the page. Was the email even opened? Was the download downloaded? And do these numbers solution the $50 trillion query: What are the commercial enterprise impact and the ROI?

Crisis, digitization, and metrics are the purpose, manner, and opportunity of content material advertising. These catalysts have no longer simplest kicked content marketing activities front and middle in asset control, but additionally inspired and nurtured a booming cottage enterprise of content consultancies vying to step in to help companies style stylish applications and “feed the beast.” A look at with the aid of Boston-based totally Back Bay Communications contends that “content advertising and marketing [is] almost ubiquitous most of the globe’s biggest asset managers,” embraced by using “a full 88 percentage” of its survey pattern of the pinnacle 2 hundred worldwide cash managers. The survey confirms those managers are pumping out videos, marketplace commentaries, white papers, research, webinars, and podcasts at a livid quantity and charge. In reality, Back Bay’s document is titled “Feeding the Beast.” The Beast reputedly is quite fond of concept management, which asset managers say they’re churning out on a weekly foundation. And this file by using Back Bay isn’t always best useful to this tale. It’s miles itself a bit of content material advertising for Back Bay. It’s definitely Pirandellian.

Content advertising, of the path, became not born the day gone by, nor become it “invented” a trifling decade ago by way of asset control advertising experts to remedy the industry’s acceptance as true with trouble. It’s been around for years, even centuries. A Brief History of Content Marketing, published through the Content Marketing Institute, makes use of Ben Franklin’s Poor Richard’s Almanack — created in 1732 as a slick piece of merchandising for Franklin’s printing commercial enterprise — as the place to begin a pleasing infographic. Which, of direction, is content promoting the Content Marketing Institute to content entrepreneurs. The technological know-how and artwork of cutting-edge-day content material advertising and marketing are “all about knowing, and then gambling too, your target market demographics,” explains Laura Breslaw, leader advertising and marketing officer at the Global Association of Risk Professionals and an early adopter of rising content material advertising and marketing strategies while she was dealing with director of economic services advertising at Deloitte.

Driving enterprise improvement through content material strategy is the assignment, she says. The content material tees up, in advertising parlance, the “client journey through the funnel.” The art of content material advertising is growing content and adapting it to clients’ wonderful wishes and behaviors. And even though “for marketers, technology has introduced more value to their roles,” Breslaw warns that “the metrics aren’t usually best” and may fail to reflect the authentic price of the content material being measured. In reality, it can now not even matter if a target market doesn’t completely eat the content material produced; little attention that it’s to be had can also suffice to feature fee to the logo.

In a crowded, increasingly more undifferentiated enterprise (together with asset management), “the content market is a conflict for engagement,” says Michael Gallery, former managing director of worldwide advertising and marketing at Morgan Stanley, where he led a crew that oversaw digital marketing, design, branding, and content. “Digitization and turning in content material to audiences that want to devour information fast, in smaller portions, set up the query of what to supply in what shape after which a way to push it out.”

If a company has figured out that its content aggressive benefit is in posting, say, weekly observation on interest rates on its weblog, it’s inevitable that every other firm has additionally figured this out. And perhaps any other 20 or 50 firms. All of an unexpected, content material is a commodity. Take, for instance, “Investment Insights.” BlackRock, Vanguard, State Street, Fidelity, BNY Mellon, Franklin Templeton, Goldman, Wellington — want I maintain? — all provide Insights. Does all and sundry out there have any Outsights to offer?

I accessed those Insights on these companies’ websites through my laptop; however, in truth, I ought to have stayed seated in my Barcalounger and just requested Amazon’s Alexa. JPMorgan Chase, BlackRock, Vanguard, and Putnam are some of the corporations presenting content via her. Morgan Stanley has long gone a step similarly in laying out the catnip, hard for me to pit my information of economic terminology against Alexa’s thru Jargon Buster, a “Jeopardy!”-type recreation where Alexa presents a market or economic definition after which tells you in case you are right in guessing the time period (“Nice!”) or not (“That’s all proper.”). You get 5 chances to score, after which she signs off and tells you to come again “tomorrow.”

In the sector of content material advertising and marketing, the opposite of engagement isn’t disengagement; it’s boredom. Despite the plethora of modern methods to take phrases, rubdown them, and distribute them, you couldn’t position merely lipstick on dull content material. Tucker Slosburg, president of Seattle-primarily based advertising and marketing and public family members company Lyceus Group, notes that “the content material that succeeds in today’s marketplace comes from companies which have a voice, an opinion, and something exciting to say.” The key to tremendous content material in asset management rises from the ranks. Consequently, companies where senior strategists, economists, and portfolio managers experience speaking about their work and are willing to collaborate with an editor are themselves content material belongings, Sloatsburg says. Those corporations that “spend half the blogpost or shareholder letter or month-to-month update reiterating what the S&P did” are lacking the point of content advertising — and missing the boat. “Forwarding an opinion or a standpoint will continually be greater effective than pushing a message out in search of to prove how clever you are,” Slosburg warns.

Although the infiltration of content advertising and marketing into economic services may additionally date back only a decade, it’s been hiding in plain sight someplace else because the early to mid-Nineteen Eighties — incorporate investor members of the family departments across industries. Think approximately it: The entire point of making a separate function to cope with investors is content advertising in a nutshell. Investor members of the family professionals have for nearly forty years evolved programs to inform their groups’ tale through content centered at their tightly described audiences — cutting-edge and prospective sell-side and buy-facet analysts and buyers.

A visionary inside the IR area became Geraldine Foster, who came up thru the ranks of corporate communications in banking and insurance, after which landed, within the early Nineties, at Schering-Plough, an organization seeking to make its mark in conventional pharma, biotech, and consumer over the counter markets. There she constructed an influential investor member of the family gadget advertising and marketing its stock to its traders by creating relevant and preferred content material. Foster posted a constant circulate of articles geared toward pleasurable analysts’ and traders’ information wishes: a monthly newsletter, a quarterly overview, and useful supplementary substances like scientific glossaries and a complete product pipeline — the first of its type in the industry tracking the progression of products under improvement. There changed into never an iota of PR-talk in any of these.

Twice a yr, Foster orchestrated investor conferences — one at the Schering-Plough campus, one in New York City — showcasing the organization’s depth of R&D sports and control skills and turning in targeted financial and clinical records. Delicious meals were served, and swag bags were dispensed. (You apparently haven’t lived till you have watched a prominent biotech analyst, with profits somewhere north of seven figures, cramming his fit wallet with samples of Schering’s over the counter products — Dr. Scholl’s Corn Cushions, Coppertone Water Babies sunblock, purple boxes of Correctol.) Foster took each opportunity to focus on Schering-Plough’s government crew long earlier than the now buzzwordy period “notion leadership” was invented.

As for measurements — they weren’t called “metrics” returned then — every nighttime, the inventory trading reviews were sent over and scrutinized. Reports from a shareholder identity company on retainer were delivered. Ultimately, the Quotron, till it changed into changed by online marketplace statistics offerings, informed all.

Ironically, the identical commercial market conditions credited with giving rise to content advertising packages at asset management firms are also blamed for the cutting-edge drought in expert content writers.

So says Maggie Chandler, a longtime recruiter specializing in economic services marketing roles which is currently a senior VP at Manhattan-primarily based SearchPoint. She confirms that “no one needs writers anymore. They need ‘content vendors,’ and there’s a dearth of experienced, more youthful talent in this location.” This she attributes to hiring freezes throughout the monetary disaster, whilst editorial operations stopped including their ranks and “made do” with current headcounts. She reviews that firms are beating the bushes seeking digitally savvy writers who can move seamlessly amongst media codecs — and are also tremendously junior, with five to eight years as a goal to enjoy the range. They’re tough to return with the aid of. Adding to the venture of smoking out applicants, Chandler observes that across monetary services, the definition of “content material strategy” can vary in which means from state-of-the-art, strategically mapped out packages to shorthand for “We need more of a digital presence, and our internet site needs to assist.”

Still, a person has to write down this stuff. It needs actual writing capabilities, which are not necessarily synonymous with advertising expertise. The real bodily system of content introduction at a few junctures calls for someone to sit in front of a clean display screen and write. Over the years, positions within the content material writing field have been a happy searching ground for the ones caught in careers in the once noble, now slipping-swiftly-downhill subject of traditional economic journalism. (Two decades in the past, this was normally referred to as “promoting out to PR.”) And sure, take an unscientific scroll-down via the LinkedIn profiles of modern-day bearers of titles containing the phrase “content” at BlackRock, Vanguard, JPMorgan, and many others., and contributing to the rank and document of asset control marketing departments, you’ll locate veterans of venerable publications: Businessweek, Dow Jones, MNI, the twine services — even Institutional Investor. But this tends now not to be true of those whose photos are of brisker faces.

Simultaneously, the former-journo-entrepreneurs as possibly being compensated relatively handsomely, need to come to grips with the stark fact that content material advertising isn’t journalism. This calls for an enormous reorientation. As one character who efficaciously navigated this route places it: “I don’t write. I bundle.” At Columbia University’s Master of Science in Strategic Communication application, teacher Kirsten Planner trains college students in the way to “paintings with organizations to help them articulate and differentiate their narrative in a world in which all of us is doing and announcing the same element.” This is pretty different from what’s occurring across the quad at Columbia Journalism School. Planner, a graduate of the communications program, served as director of strategic media and communications at Fidelity and is currently at FiComm Partners.

The 2008 marketplace crisis is over, and the quick charge of technological innovation promises new ways to create, edit, vet, distribute, and degree content.

Yet there’s a shakeup drawing close, which could bring about an intensive transformation within the way advertising techniques require words to be written and brought across corporations of every size, form, and orientation.

It’s the student-debt-weighted down, health-care-squeezed, low-cost-housing-seeking millennial generation. Attempting to cope with millennials on their terms (and in their language and thru their favored way of content delivery) is already creating a Y2K-like panic amongst entrepreneurs.

Here’s an entire technology that doesn’t need or need to obtain records in formalized language. And it’s now not just the hurdle of form that content strategists and carriers will bounce over to lure this era into the funnel; it’s present-day history. The credibility of the financial markets among Gen Xers and millennials has been chipped away at, first using the tech increase-and-bust of 2000, then by the economic disaster.

“We recognize we need to do something soon,” says one wealth management content material company, “but no one’s discovered what but.”

Mary Lowengard turned into a Contributing Editor at Institutional Investor from 1990 to 2008. Her first freelance content material advertising undertaking changed into Investor Relations for Newly Public Companies, published in 1988, commissioned using the Carter Organization to promote its IPO advisory offerings. But it wasn’t called “content” then — it was called “a book.”


I have been working in the field of SEO and content marketing since 2014. I have worked with over 500 clients and more than 100 websites. I started blogging in 2012 and have now made my first steps into the world of freelancing. In my spare time, I like to read, cook or listen to music.