“We are big believers in PR, we think the lift that [asset management] firms can get from actively participating is pretty valuable. It’s cost-effective as well, and financial advisors view it as a highly effective tool to enhance the relationship.”
When you work for a public relations firm, that’s a statement, as made by Fuse Research Network’s Mike Evans on a webinar Tuesday, that makes you, well, want to promote it!
It’s not the first time Fuse has reported on the value of PR, but the reaffirmation by the firm’s latest Advisor Trend Monitor data is welcome. The Marketing Support report is one of six conducted in the annual series, representing the views of more than 500 advisors across all channels.
Apart from being aligned with Fuse on the value of PR, I always look forward to the Fuse work because it tends to zero in on specific, timely questions that are on the minds of financial services marketers. They’re a reflection of the pulse that founder Neil Bathon, as well as Director of Advisor and BenchMark Research Evans and his team, have on the business.
How much content is “enough” for advisors? That’s a question bandied about quite a bit. Within firms, one camp may argue for super short blog posts. Videos shouldn’t be longer than 45 seconds, others opine.
In some cases, Marketing will lead the charge for shorter everything in an attempt to make the content creation effort more palatable for reticent contributors. Sometimes it originates with outspoken salespeople critical of long form content.
Digital marketers, including the web team on the receiving end (is that all there is?), know that short content is in opposition to Google’s helpful content guidelines. “Helpful content” needs to have substance in order to provide website users a satisfying experience, according to Google. Unhelpful content won’t rank well, we have been warned.
Happily, the Fuse data shows that advisors value substance.
The optimal length of a blog post
Advisors prefer written content between two and nine minutes, Evans reported. Half of advisors say an optimal length blog post will take them at least two minutes to read. “Anything 60 seconds or less isn’t going to drive value,” he said. (For marketers, this does beg a question: if advisors are willing to spend at least 60 seconds on a blog post, what’s the average time they spend on your posts?)
Advisors will go even longer with portfolio manager commentary, value-add and whitepaper content. About 45% of advisors across all channels say the ideal length of a video is between three to five minutes. One in four advisors say they prefer one to two minutes, while less than 10% like a video 60 seconds or shorter.