Our Input into the 2016 Digital Virtual Council Roundtable
Last month, I participated in the MFEA‘s digital council virtual roundtable with 20+ industry attendees. I shepherded a conversation about blogging throughout the industry. The attendees asked 6 questions related to blogging and I thought to mention two here.
Question 1 – Should asset manager’s have multiple blogs (by channel or theme)? No, asset managers should have a single, well-executed blog (exceptions arising from situations such as having a very different businesses like recordkeeping or fund-of-fund manager selection). Most of our clients find maintaining a single blog difficult; a second blog would quadruple the difficulty. With a second blog, Marketing teams would need to reconcile author affiliation, brand delineation, and other strategic issues.
Question 2 – What’s missing in most industry blog posts? Most posts miss a “bottom line” or “key points” that are highly valuable to a scanning FA or institutional investor.
If you have specific questions, let me know and I’ll be happy to share the presentation and background data.
