Industry Trend: Fund Firms Use Podcasts to Showcase Intellectual Capital

by on May 03, 2017

Podcasts are a popular marketing tool for many brands, and fund firms are taking note. Edison Research’s 2016 The Infinite Dial study specifies that podcast listening grew 23% between 2015 and 2016. Key contributors to this meteoric rise include the increase in smartphone ownership and the popularization of streaming services such as Pandora and Spotify. Other sources even credit Serial, the 2014 crime-themed podcast as a source of podcasting’s upward trajectory in listenership. Podcasts can pack a high volume of information into digestible snippets and represent a great opportunity for the funds industry, producing content that is easy to consume for clients, prospects and advisors alike. Well-produced podcasts can also give firms a platform to establish their expertise.

Here are five firms that are offering podcasts and leveraging this trending medium to broadcast thought leadership to a growing audience:

1. OppenheimerFunds produces the World Financial podcast for both investor and advisor audiences. The series features analysts exploring how topical issues impact investors. Common talking points include technology, political policy and economic trends across many sectors. The firm also provides a video podcast series, CEO Advisor Institute, that teaches advisors best practices for managing their business. CEO of Advisor Institute Paul Blease hosts each episode, providing a platform to showcase the firm’s intellectual capital through one of its most recognizable thought leaders.

2. Hartford Funds enlists Senior Vice President of Strategic Markets John Diehl to host its advisor-focused Human-Centric Investing podcast, which supports the ideology of placing investors first by focusing on their unique needs through the advisor/client relationship. Each episode features Diehl lending his insights on how to help clients with issues influencing their wellbeing and financial status.

3. Janus’s Coaching Call series is a professional development podcast that gives advisors insights into a wide spectrum of practice management topics, such as how to build client relationships and improve teamwork with co-workers. The firm also provides a Plan Talk serial podcast, which features experts discussing key findings from the quarterly Defined Contribution in Review report for advisors. Recurring talking points include updates on regulations, pending legislation and high profile ERISA cases. Best practices for ensuring retirement readiness for plan participants are also a prime discussion area.

4. J.P. Morgan showcases insights from its most renowned thought leader in Dr. David Kelly’s Weekly podcast series. The series offers short snippets commenting on economic news and key marketing events. Recurring themes include federal policy, fixed income and investing strategies.

5. Capital Group joins the growing list of firms offering podcasts with its Capital Ideas Investing The podcast explores investment themes and strategies and provides outlooks for global and regional market events. Discussion on economics and politics will also be future talking points.