The asset management industry is highly competitive. You need powerful tools to reach investors, showcase your expertise, build trust, and highlight your unique solutions. In our digital era, a great blog is one of the critical tools to accomplish all this. A great blog will enable you to communicate your expertise, establish your value proposition, attract new clients and increase assets under management.

But how do you create a great blog that captures and holds investor interest? In today’s fast-paced digital world, readers are bombarded with information. Numerous financial service providers vie for investor attention. Your content must stand out and capture interest immediately. Thus, you need a strategic approach to blog creation and presentation. Discover the 12 steps to creating a great blog below.

1. Compelling Content

Great blogs deliver high-quality content that resonates with your target audience across multiple dimensions:

• Relevance: Address investors’ specific needs. Cover market insights, investment strategies, profit opportunities, industry trends, and risk reduction. Provide answers to readers investment concerns and challenges.
• Value: Provide actionable insights and practical solutions. Empower your readers to make informed decisions.
• Originality: Offer unique perspectives and proprietary research. Stand out with exclusive data and thought-provoking analysis.

2. Engaging Writing Style

Your writing should be both engaging and authoritative, reflecting your firm’s professionalism.

• Clarity: Write clearly and concisely. Avoid jargon that might confuse less experienced investors (or bore an experienced investor).
• Voice: Develop a consistent, authoritative voice that mirrors your firm’s values and expertise.
• Storytelling: Use real-world examples and case studies to illustrate points and make content relatable.

3. Skimmability

Online readers are often distracted and tend to skim content. It’s critical to make your blog skimmable, allowing readers to quickly grasp key points and decide if they want to delve deeper.

• Headlines and Subheads: Use short, catchy headlines and subheads to guide readers through key points.
• Visuals: Enhance your points with relevant visuals.
• Concise Language: Use short paragraphs and sentences. Employ bullet points to make key concepts easy to digest.

Your headlines should capture attention immediately.

• Attention-Grabbing: Use strong, action-oriented words to create urgency and interest.
• Clear and Specific: Ensure readers know what to expect, be it market forecasts, investment tips, or strategic advice.
• Intriguing: Pique curiosity without being misleading, encouraging readers to explore further.

Case Study: How to Create a “Grabber” Headline

5. Strong Visuals

Visual content enhances your blog’s appeal and effectiveness.

• Charts and Graphs: Present data and trends in an easily digestible format.
• Infographics: Simplify complex information with well-designed visuals.
• Videos: Engage readers with expert interviews, market analysis, and educational video content.

Case Study: Strong Visuals for a Blog

Here’s a visual from the GK3 ebook, “8 Steps to Win Investors With Content,” illustrating some of the most important elements of a blog:

6. SEO Optimization

SEO is crucial for driving traffic to your blog.

• Keywords: Conduct keyword research relevant to the asset management industry and integrate them naturally.
• Meta Descriptions: Write brief summaries that provide a clear idea of your page's content to improve click-through rates.
• Internal and External Links: Link to credible sources and related posts to enhance SEO and provide additional value.

7. Reader Interaction

Foster a sense of community and encourage interaction.

• Social Media: Promote your blog on social media, engage with your audience, and participate in industry discussions.
• Calls to Action: Include clear CTAs prompting readers to subscribe, share, or contact your firm.
• Comments: Engage with readers in the comments section, fostering dialogue, if you include a comment option on your blog.

8. Consistency

Consistency in posting frequency and quality is key to building and maintaining an audience.

• Posting Schedule: Establish and stick to a regular posting schedule, such as weekly updates or monthly insights.
• Content Quality: Ensure every post meets high standards, even if it means posting less frequently. Consistency builds credibility and trust.

9. Mobile Optimization

Ensure your blog is mobile-friendly.

• Responsive Design: Use a design that adapts to different screen sizes, including desktop, tablet, and mobile, to provide a seamless experience.
• Load Time: Optimize images and elements to ensure quick load times, keeping readers engaged.
• Readable Layout: Use a clean, easy-to-read layout with appropriate font sizes for mobile users.
• Optimize for Desktop, Tablet, and Mobile: Blogs, like all digital content, should be optimized for viewing on desktop, tablet or mobile.

10. Authenticity

Build trust with authenticity and transparency.

• Being Honest: Share genuine opinions and experiences, backed by data and expertise.
• Disclosing Affiliations: Clearly disclose any sponsored content or conflicts of interest.
• Showing Personality: Let your firm’s personality and values shine through, creating a relatable and trustworthy image.

11. Continuous Improvement

A great blog evolves and improves over time.

• Analyzing Performance: Use analytics to track performance and identify what resonates with your readers as well as areas for improvement.
• Seeking Feedback: Ask for feedback from your audience and be open to making changes.
• Learning and Adapting: Stay updated with industry trends and continuously refine your strategy.

12. Compliance

In the investment industry, a great blog is compliant.

• Know the Rules: Understand the requirements of the SEC, FINRA, and other regulators and how they apply to your offerings.
• Conservative Language: Avoid flowery adjectives. Do not make claims you are unable to substantiate. Do not make promises you can’t keep.
• Partner With Pros: Collaborate with your compliance team, whether internal or external, to setup clear guidelines and procedures. This will enable you to publish compliant content timely and efficiently.

Art and Science

Creating a great blog in the asset management industry is both an art and a science. By focusing on the 12 elements above, you can craft content that resonates with your audience and positions your firm as a thought leader, ultimately attracting new clients and increasing assets under management.

Ready to elevate your content strategy? Download our award-winning ebook, “8 Steps to Win Investors With Content,” and start creating impactful blogs today!