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Fundamental Media Insights

Education hub

30 April 2025

The future of asset management content marketing

A practical guide to how asset management marketers can future-proof their content marketing approach.

Executive summary

Content marketing has become a core driver of growth for asset managers, no longer a 'nice-to-have' but a critical enabler of brand trust, investor engagement and distribution success.

In a crowded and complex environment, winning firms are moving beyond generic campaigns to deliver personalised, insight-driven and multimedia-first content strategies, measured rigorously for impact.

This practical guide explains why content marketing will continue to evolve, what defines 'good' content today, how technology and rising investor expectations are reshaping best practices, and the strategic actions marketers should prioritise to future-proof their approach.

It outlines why and how asset management marketers should prioritise:

Personalised content journeys matched to investor type, behaviour and sophistication.
Always-on content flows that move beyond seasonal campaigns to continuous engagement.
Multimedia-first approaches that align with evolving consumption habits across channels.
Integrated sales and marketing to enable advisers and boost distribution outcomes.
Data-led optimisation to track what content truly drives leads, engagement and fund flows.

Introduction

Content marketing is now a business-critical lever for asset managers, powering brand visibility, investor trust and sales enablement.

With nearly nine out of ten of the world’s top 200 firms actively producing videos, whitepapers, market insights and podcasts, the shift is clear: success depends less on how much content is created, and more on how well it informs, engages and converts.

Today, leading firms are going beyond traditional content formats. They’re embedding AI, automation, digital asset management platforms and influencer strategies into their content operations. As investor expectations rise and compliance complexity grows, the companies that win will be those delivering high-quality, accessible, insight-driven and increasingly personalised content, both consistently and at scale.

What defines ‘good content’ in a new and fast-changing world?

Good investment marketing content must deliver on two fronts: credibility and accessibility. It needs to be informative and technically accurate enough to earn the trust of the audience and engaging enough to drive real action.

Accessibility is equally critical. Different audiences consume content differently: some prefer quick videos or infographics while others want detailed papers or webinars. Content that is easy to access, understand and apply drives stronger engagement, improves knowledge transfer and increases message retention.

In a noisy market, the companies that succeed will be those who create content that is not only insightful, but also tailored to how, when and where their audiences want to consume it.

The ‘good content’ toolkit

Practical framework for creating ‘good content’

#	Area	Key principles	Example
1	Audience-centric focus	Define the audience precisely: retail investors, advisers, institutional buyers, trustees, etc. Address their needs, concerns and aspirations, not just product features. Match language and depth to audience sophistication: simplified for retail, technical for institutions.	Retail example: "How diversification can help protect your retirement savings" Institutional example: "Analysing cross-asset volatility dynamics in multi-strategy portfolios"
2	Clear purpose and call to action (CTA)	Every piece of content must have a clear objective: e.g. educate, build trust or generate leads. Include a logical next step aligned with the campaign goal.	CTA examples: Download a whitepaper, schedule a meeting or explore fund details.
3	High-quality, credible insights	Base insights on robust data like proprietary research and/or credible third-party sources. Be transparent: disclose assumptions, data sources and methodologies. Lead with value, not promotion.	Instead of "Our ESG fund outperforms," say: "Based on MSCI data, our ESG strategy captured 85% of sector alpha since 2020."
4	Engaging, digestible formats	Mix formats to fit audience habits: short-form (blogs, social posts) for attention; long-form (whitepapers, webinars) for depth. Mixing formats also enables the opportunity to optimise towards the best performing. Leverage interactive infographics for deeper engagement. Prioritise clean, visual storytelling with charts and imagery. Repurpose core insights across multiple formats.	Turn a quarterly market commentary into: One LinkedIn carousel One short explainer video One detailed whitepaper Three supporting blog posts
5	Consistent, authentic brand voice	Align tone with brand positioning: authoritative, approachable, innovative or educational. Humanise where possible e.g. by including quotes from PMs or analysts. Maintain voice consistency across all channels to build trust.	A firm focused on stable outcomes should sound professional and reassuring, while one focused on innovation should sound dynamic and future-oriented.
6	SEO and distribution built-in	Optimise content for search (SEO keywords, meta descriptions). Design for shareability across email, social media and portals. Distribute across owned, earned and paid channels for maximum reach.	Example distribution plan to optimise article for "best income strategies 2025" Share via email newsletter with existing advisers Promote through LinkedIn, targeting advisers Use an ‘engaged content’ pre-click ad unit to reach new advisers
7	Compliance and risk alignment	Ensure all content is clear, fair and not misleading, adhering to FCA, SEC or relevant local regulations. Build compliance into the content creation process early, not just at final review. Use templates that embed standard disclaimers, citations and risk warnings.	Standardised templates ensure disclosures are consistent and compliant from the outset, speeding up approval cycles and helping to ensure a consistent quality of output.

Ensuring quality

There are two different ways to ensure quality content is being produced: a ‘Quick Content Validation Checklist’ prioritising efficiency and a ‘Content Quality Scorecard’ prioritising rigour. Both are an integral part of the quality assurance framework.

Quick Content Validation Checklist

Use this checklist to quickly validate every new piece of content before publishing.

#	Validation Question	Yes / No
1	Does the content address a real audience need or interest?
2	Is it factually accurate, data-driven and properly sourced?
3	Is the structure clear and the content easy to digest visually?
4	Is there a clear and logical call to action aligned to campaign goals?
5	Is it optimised for the channel it will be published on (e.g., SEO, mobile, social)?
6	Does it meet all compliance, legal, and risk disclosure requirements?

Content Quality Scorecard

Use this scorecard to assess the readiness and quality of any investment marketing content.

Criterion	Description	Score (1–5)	Comments
Audience alignment	Does the content clearly address the specific audience’s needs, concerns and level of sophistication?
Clear purpose and CTA	Is the content’s objective obvious, with a logical and appropriate call to action?
Credibility and accuracy	Is the content factually accurate, data-backed, well-sourced and free from misleading claims?
Engagement and format	Is the content visually engaging, easy to consume and formatted appropriately for the chosen channel?
Consistent, authentic brand voice	Does the tone reflect the firm’s brand positioning and guidelines while remaining consistent across platforms?
SEO and distribution ready	Is the content optimised for search visibility and designed for easy sharing across relevant channels?
Compliance and risk disclosure	Are all necessary legal disclaimers, risk warnings and source attributions properly included?

Scoring key

5 = Outstanding (Best practice; no changes needed)

4 = Strong (Minor enhancements suggested)

3 = Adequate (Meets baseline, room for improvement)

2 = Weak (Significant improvement needed)

1 = Poor (Fails to meet expectations)

Overall evaluation

31 – 35: Top quality, ready to go

25 – 30: Good, minor improvements needed

18 – 24: Revise before publishing

Below 18: Major reworking required

How tech advances and rising expectations are reshaping content

As digital technology evolves and investor expectations grow more sophisticated, content marketing in asset management is undergoing a significant transformation. Investors and intermediaries alike now expect more than broad fund promotions. They want tailored, transparent and engaging content delivered across their preferred channels.

At the same time, advances in digital platforms, automation, analytics and AI are enabling companies to meet these demands at scale. This section explores how technology is reshaping the way content is produced and distributed, and how shifts in audience behaviour are driving a more personalised, data-led approach to engagement.

How technology is transforming asset management content

Advances in digital tools are reshaping how content is created, delivered, and consumed across the global industry.

Technology change	Impact on investment content
Digital platforms (websites, apps, portals)	Investors expect seamless, on-demand access to content. Fund factsheets, webinars and research must be mobile-friendly, intuitive and instantly available.
Video and interactive content	Static PDFs are losing relevance. Investors prefer dynamic formats like short videos, interactive charts and visual explainers to understand complex ideas.
Personalisation engines (AI, CRM, DMPs)	"One-size-fits-all" content is obsolete. Investors expect tailored articles, fund recommendations and alerts based on their profile, goals and behaviours.
Analytics and attribution	Marketers can increasingly track exactly which content drives engagement, meetings or flows. Measurement is critical for proving ROI and refining strategy.
Automation and content syndication	Automated newsletters, triggered content journeys and omnichannel distribution (web, email, social, apps) are becoming baseline expectations.
Data visualisation tools	Investors want real-time, intuitive visualisations from performance dashboards to ESG scoring models.
AI-generated content	AI tools are accelerating first-draft creation of summaries, newsletters and FAQs, freeing up human expertise for quality refinement.

Rising expectations and what they mean for asset management content

Different audiences increasingly expect tailored, relevant and accessible content that better fits their preferences and needs.

Audience	Rising expectations	Content implications
Retail investors	Easy-to-understand, jargon-free content Transparency on fees, risks ESG impacts DIY investing tools	Simplify investment narratives, offer interactive calculators, FAQs and plain-language disclosures.
Institutional investors	Data-driven, highly detailed analysis Custom insights by sector, region, theme Peer benchmarking and scenario modelling	Deliver in-depth whitepapers, customised reports, and detailed performance attribution.
Intermediaries (advisers, wealth managers)	Sales enablement materials Regulatory-compliant updates Insights to support client conversations	Develop adviser toolkits, comparison charts, and compliance-ready investment updates.
Younger generations (Millennials, Gen Z)	Mobile-first, social-first content Strong ESG/impact investing focus Educational and community-based experiences	Use podcasts, short videos, ESG content hubs and social media channels.
High-Net-Worth Individuals (HNWIs)	Bespoke thought leadership Exclusive insights and events Integrated wealth planning content	Create premium newsletters, private webinars, customised portfolio insights and thought leadership series.

Strategic shifts shaping emerging content approaches

Maintaining effective content requires smarter strategies around personalisation, format and transparency.

Strategic shift	Why it matters
Content personalisation by segment	Audiences expect content tailored by depth, tone and topic, not ‘one-size-fits-all’ messaging.
Channel-optimised formats	Content must match consumption habits, so mobile-optimised, video-ready, podcast-adaptable.
Increased transparency	Investors demand honest, clear communication on performance, ESG methodologies and risks.
Thought leadership with practical value	Insights must be actionable, not just high-level commentary, to retain institutional and intermediary audiences.
Always-on, omnichannel engagement	Continuous nurture flows (via email, portal, app, social) are critical as quarterly drops are no longer enough.

Improving content quality: practical execution tips

Translating strategy into action with targeted, data-driven approaches to content creation and delivery.

Strategic layer	Practical execution tip
Content personalisation	Use CRM and behavioural data to dynamically serve tailored content based on investor type and preferences.
Always-on content flows	Build automated nurture journeys (e.g., Retail → Welcome Series → Basics → Diversification → Specific Fund).
Channel-specific content	Repurpose core insights into multiple formats e.g. blog summaries, detailed reports, webinars and social snippets.
Tone and depth by audience	Retail: friendly and educational Intermediary: practical and business-supportive Institutional: technical and data-intensive
Analytics and feedback loops	Track engagement metrics (opens, downloads, attendance) and refine content topics based on real usage data.

Innovation opportunities in content marketing

A practical starting point: content strategy map

Audience	Key objective	Recommended content types	Best-suited channels
Retail investors	Build trust and guide DIY investing decisions	Educational blogs ("Basics of diversification") Short videos ("What is an ETF?") Explainer hubs (Guide to ESG) Interactive tools (interactive retirement calculator)	Website Mobile app YouTube LinkedIn, Instagram & Facebook Email newsletters
Intermediaries (financial advisers, wealth managers)	Equip advisers to recommend investment solutions effectively	Adviser toolkits (fund fact sheets, pitch decks) Quarterly market commentary Customisable and client-ready brochures and templates Compliance-cleared social posts	Adviser portals LinkedIn Targeted email campaigns Webinars (e.g., "Talking to Clients About Volatility")
Institutional investors	Demonstrate deep investment expertise and insight leadership	Whitepapers (macro trends, asset class outlooks) Proprietary research reports Portfolio strategy webinars Executive roundtables Custom performance dashboards	Direct account manager communications Private portals Executive email briefings Custom webinars or video briefings

Where to innovate: five content marketing opportunities

Instead of asking, "What content should we produce?", leading asset management firms are now asking, "What value are we creating for investors at every step and how can we deliver it in the right format, at the right time, through the right channel?"

1. Deep personalisation at scale

Move beyond broad segments ("retail" vs. "institutional") to deliver truly individualised journeys.
Use CRM, behavioural tracking, and AI tools to dynamically recommend content based on preferences and activity.
Example: A client engaging with ESG topics is automatically served ESG webinars, articles and fund updates.

2. "Always-on" thought leadership hubs

Build a continually updated "Insights Hub" to move from sporadic one-off campaigns to subscription-style engagement.
Include weekly insights, on-demand webinars and curated playlists tailored to investor personas.

3. Multimedia-first: prioritising engaging, shareable formats

Make video, podcasts, interactive storytelling and data visualisations primary content forms.
Repurpose key reports into:

Short video explainers
Interactive timelines
Podcast interviews with portfolio managers

4. Stronger sales and distribution integration

Ensure content directly supports the sales process, not just brand awareness.
Develop adviser-ready decks, conversation guides, and investment "battlecards."
Equip distribution teams with real-time searchable content libraries for fast personalisation.

5. Smarter data and analytics-driven optimisation

Approach content performance as rigorously as portfolio performance.
Track by audience, format and stage (awareness vs. consideration vs. conversion).
Apply A/B testing, heatmaps and engagement scoring to refine formats, topics and distribution tactics.

Action plan: building a future-ready content marketing engine

A practical roadmap outlining the core pillars, key actions and owners needed to reshape content marketing and support sustained growth.

Core pillar	Key actions	Owner	Timeline
1. Deep personalisation	Audit CRM and tracking capabilities Deploy content personalisation tools Create audience personas and aligned journey maps	Digital Marketing Lead	0–3 months
2. Always-on content hub	Design and scope a dedicated "Insights Hub" Build a six-month editorial calendar Establish a regular publishing cadence	Content Marketing Manager	1–4 months
3. Multimedia-first strategy	Prioritise video, podcast and interactive assets Repurpose major reports into multimedia Train subject matter experts (SMEs) for media use	Head of Brand & Content	0–6 months
4. Sales & distribution integration	Build a sales-ready content library Develop adviser toolkits Assign marketing liaisons to distribution teams	Sales Enablement Lead	1–5 months
5. Data-driven optimisation	Launch detailed content performance tracking Produce quarterly "Content Alpha Reports" Set KPIs linked to commercial outcomes	Marketing Analytics Lead	0–6 months

First 90-days priorities to build momentum

Priority	Key practical outputs
1. Conduct a content and channel audit	Catalogue all existing content mapped by audience, channel and format. Identify top-performing and underperforming assets. Highlight gaps in formats (e.g., low video presence, few short-form insights).
2. Launch "investor personas and journey mapping" workshop	Define detailed personas for retail, intermediary and institutional audiences. Create customer journey maps showing ideal content touchpoints by stage (awareness → consideration → decision). Produce persona-based messaging guides for consistent tone and depth.
3. Start building the "Insights Hub" structure and first multimedia assets	Create wireframes for the Insights Hub landing page and navigation. Commission or repurpose 5–10 flagship content pieces (e.g., blog series, videos, infographics) to populate the initial launch.
4. Pilot a personalised email nurture series based on investor interests	Design and launch a segmented nurture journey for a high-interest theme (e.g., ESG investors, income seekers, diversification-focused investors). Set up behaviour-triggered emails linked to content engagement (e.g., "downloaded whitepaper" → "invite to webinar").
5. Finalise content KPIs aligned to business growth metrics	Define KPIs for each funnel stage (e.g., MQLs generated, leads nurtured, influenced fund flows). Build a draft reporting dashboard tracking content performance against pipeline and sales impact.

Critical success factors

There are several essential enablers that must be established to ensure successful implementation and lasting impact:

Executive buy-in: Leadership must champion content as a driver of growth, not just communications.
Sales–marketing alignment: Content must clearly support revenue generation and adviser success.
Compliance collaboration: Partner early with legal/compliance to streamline approvals.
Test-and-learn culture: Continuously optimise using real engagement data and feedback loops.

What success looks like after 12 months

Some key markers of a successful transformation from traditional content marketing to a growth-focused, audience-driven engine:

"Insights Hub" becomes a top-performing lead generation and engagement platform.
Fund flows directly attributable to personalised content journeys.
Sales teams actively requesting and using marketing content.
Marketing recognised as a strategic revenue enabler and not just a communications support function.

Conclusion

Together, these actions form a practical and future-ready framework for asset managers to turn content into a strategic growth lever. By aligning technology, talent and audience insight, firms can move beyond legacy content models and build content engines that deliver measurable commercial impact.