February 2018 – Blogs and Podcasts: Showcasing Intellectual Capital through New Media

This month’s Asset Management Monitor – Advisor Report profiles blogs and podcasts by coverage group firms. Our last review of blogs was in May 2015, and in this version, we extend the scope to include analysis on podcasts. Many businesses leverage the marketing potential of blogs, and for asset managers these outlets are a valuable extension for gaining visibility as well as promoting intellectual capital and insights on trends and issues impacting the investing industry. Edison Research’s 2017 The Infinite Dial study notes that podcast listenership is steadily growing and that 40% of Americans over the age of 12 have listened to one. Podcasts and blogs offer a great opportunity for asset managers to generate content that is easy to consume for all audiences, including professionals, clients and prospects.

Fourteen out of 20 coverage group firms publish blogs, with Franklin Templeton, Hartford Funds and Putnam standing out for their multiple blogs with different focuses. Asset managers have been steadily releasing podcasts for the past few years, and at the time of our review half of the coverage set offers at least one series. Most of these podcasts have launched in the last 18 months. Thirty-five percent of firms offer both blogs and podcasts. Most firms host blogs and podcasts separately from the advisor website but include promotions for these outlets on the advisor homepage and in marketing emails. Few blogs or podcasts specifically target financial professionals, with intended audiences often including retail or institutional investors.

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