Content is King, but context is the Kingdom: Marketing for institutional investors.

Everyone talks about content marketing. But here's what most asset managers get wrong: they create content for themselves, not for their investors.

The data tells a different story:
80% of institutional investors seek content directly from asset managers.
67% say hybrid working has driven them to use social media more than pre-pandemic.
20% are willing to spend 30+ minutes on asset manager-provided content.

But here's the disconnect: Most firms are still creating generic content that could come from any manager.

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.
Content that speaks to their specific challenges.
Perspectives that help them explain decisions to their boards.

Generic Content:
Market commentary everyone else is writing.
Product brochures disguised as thought leadership.
One-size-fits-all research reports.

Premium Content Systems:
Customized research for specific investor segments.
Actionable insights that inform decision-making.
Consistent delivery across multiple channels.
Content that builds trust through expertise.

Your institutional investors consume content on a regular basis. The question is: Are they consuming yours?

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