The Web offers an ideal space for asset management firms to go beyond text articles. Rich media commentaries can help add extra visibility to a company’s thought leaders. Multimedia such as videos and interactive presentations allow experts to speak directly to the public and provide an engaging way for individuals to absorb insights.
Why Should Firms Offer Rich Media?
Rich media broadens a firm’s audience. For example, thought leaders are frequently featured on financial news shows as guest experts. By promoting these videos, firms help build credibility for their opinion-makers, presenting them as respected authorities in the field. While time-crunched financial advisors might balk at reading a full article, engaging videos and audio files offer advisors a digestible format for receiving insights.
Several asset management companies offer excellent rich media resources to promote their thought leaders. Eaton Vance promotes David Richman as an industry expert on business building and practice management. The firm’s Advisor Institute features frequently updated video pieces where Richman provides his views and speaks with other experts in the field. Similarly, iShares’ Russ Koesterich provides monthly market insights in podcast form for an audio update on the ETF firm Chief Investment Strategist’s views on the economy. These can be streamed online or downloaded for later listening.
Expert Podcasts – Eaton Vance’s David Richman (L) and iShares’ Russ Koesterich (R)
OppenheimerFunds stands out for frequently posting videos of experts’ appearances on financial news shows. The firm’s site features reposted pieces from networks like Fox Business News, CNBC and Bloomberg TV. Dr. Jerry Webman and other thought leaders often appear on TV to provide opinions on recent market conditions, and these pieces help to increase awareness of both Dr. Webman’s insights and the Oppenheimer brand.
Dr. Jerry Webman on Fox
Rich media offers firms another tool in their kit to promote thought leaders and build brand awareness. Asset management companies should consider the opportunities present in offering video and audio resources. They should also make their thought leaders available to the press to help build their profile and credibility within the industry.