It won't come as a surprise to most content marketers to hear that a shift is happening in how consumers are responding to traditional marketing techniques. Research over the past few years has shown that audiences are increasingly beginning to reject invasive ads, sales pitches, and stale promotions in favour of brands that are able to inspire, uplift, and build a relationship with them.
Much more likely to engage a modern audience is content that - though it may not be selling a product or service - gives them something to enjoy, take interest in, or learn from. In short, the kind of content you would expect from a publisher, not a salesman.
Ember Television's Robin Powell notes that a shift in this direction will be a positive change across every industry - and one that is particularly needed in the asset management sector:
“The fund industry was largely built on marketing. The better at marketing companies were, and the more resources they devoted to it, the higher the inflows of investor assets were. But times are changing, and fund house marketers who don’t change with them will be left behind.”
Out must go the pseudo-science, opaque advertising, and thinly-veiled sales tactics, and in must come more authenticity, thought-leadership, and crucially: a publishing mindset.
You can read the full article and learn more about how brands can go about adopting this new mindset in Robin's latest blog for digital marketing platform, Kurtosys: