80% of institutional investors seek content directly from asset managers.
Are they finding yours?

This statistic from Coalition Greenwich deserves attention.

8 out of 10 institutional investors actively look for content from the firms managing their capital. They want insights. They want thought leadership. They want to understand how you think about markets and opportunities.

But here's the disconnect.

Most asset managers are still treating content as an afterthought. A quarterly newsletter nobody reads. A blog post that rehashes the same market commentary everyone else is writing. A LinkedIn page that looks abandoned.

The pandemic changed everything. 67% of institutional investors now use social media more frequently than before because hybrid work became the norm. They're consuming more content than ever. The question is: are they consuming yours?

The research reveals something else worth noting. The asset manager's reputation as a top content provider ranks among the characteristics institutional investors value most. Right alongside performance and fees.

Let that sink in.

Your content strategy directly impacts how investors perceive your firm. It shapes their trust before the first meeting ever happens.

Institutional investors don't want more content. They want better content. They're looking for research that directly impacts their investment decisions. Insights they can't find anywhere else.

The firms that understand this are building something different. Customized research for specific investor segments. Actionable insights that inform decision-making. Consistent delivery across multiple channels.

Source: Coalition Greenwich - The Future of Digital Content in Institutional Investing