We encourage our clients to have a thought leadership program to connect with existing customers, engage new leads, and to share with media. Successful thought leadership programs engage audiences with interesting content that can be posted to a company blog or website, social media and in relevant publications that speak to the right audiences. Thought leadership can also help with [...]
In March 2017, Deutsche Bank economist Torsten Slok reported that there are now more 26-year-olds in the United States than any other age group. Slok’s research highlights some of the positive implications these millennials, or so-called “echo boomers,” will have on the U.S. economy as they get jobs, pay taxes, buy houses and have children. In fact, Slok argues [...]
We read with interest a recent piece in the advisor publication RIABiz about the launch of Barron’s NEXT, an effort by the venerable investment tome to reach out to Millennial readers. Whether Barron’s can successfully connect with this generation seemed to be a side note to a very interesting conversation about sponsored content and native advertising. The article, “How [...]
In its recent survey of more than 1,000 professionals, Putnam Investments found that 85% of advisors – up from 75% in 2014 – are actively using social media in their day-to-day work, and they continue to become more sophisticated in their use of multiple social networking platforms for business. Key findings from Putnam’s Social Advisor Study revealed: Effective use [...]
In a previous post, I offered suggestions about headline writing when preparing content for financial advisor audiences. That same content—investment commentary, market research, policy updates, and more—is just as valuable to journalists as they frame stories and identify new sources. Therefore, it’s helpful to keep journalists in mind when crafting content, including headlines—which are critically important to attracting interest. [...]
In late June, Facebook announced changes to its News Feed algorithm that are likely to lower the visibility of many businesses’ posts and pages on Facebook. Specifically, companies that employ a Facebook strategy focused on organic reach—that is, generating views and click-throughs with non-paid posts—are likely to see a decline in their ability to reach their audience on the [...]
The Wall Street Journal’s recent special advertising report, The Ad Revolution, leads with an article called “Advertisers Try New Tactics to Break Through to Consumers,” which includes a diatribe from big advertisers about the challenge to get share of mind in today’s digital age. With so many people streaming video, disconnecting cable and avoiding any ad content, these advertisers [...]
The Fiduciary Rule: A Communications Case Study Dealing with breaking news or events that affect your organization is key to any successful communications program. But anticipating and planning for such events – rather than just reacting – can create opportunities and help your firm communicate professionally, improving perceptions among customers and competitors. The recent release of a final fiduciary [...]
As technology and the ways we communicate change, many professionals are seeking practical ways to establish themselves as experts and build their personal brand. Financial professionals can use a number of outreach strategies to raise awareness of their business and expertise, including public relations, content marketing and social media – three strategies that complement one another. Position yourself as [...]
Earlier this year, we shared a blog post on the benefits of social media for financial advisors. Specifically, we discussed these platforms’ potential for connecting with the two fastest growing demographics seeking financial guidance: Millennials and female clients. Since then, Putnam Investments released the results of its third annual Social Advisor Study, which found that 79% of those surveyed [...]
