More often than not, capital markets firms see content marketing and communications tools as “nice to have” but not a must do. However, recent research has shown that an increase in thought leadership and content marketing can increase deal flow, generate more leads, raise a firm’s reputation, and so much more. See below for a list of five reasons why your firm should consider investing in its content marketing and communications programming:
- Increase visibility
Content marketing allows your firm to show off its specializations and to distinguish yourself as an expert in a certain field. The more content you put out there, the more potential clients and bankers will see what you do and why you do it best, and they will be sure to think of you when it comes to the next deal.
According to research put out by Back Bay Communications, “Today, content provides a valued touch point to continually stay in front of clients and allows marketing teams to track and measure the effectiveness of campaigns through email open rates, website visits, or other metrics.”[1] Furthermore, “Content marketing allows firms to control their message to convey how they create value for the companies under their watch and how that translates into alpha for their investors.”[2] Creating content also increases the likelihood that users will be able to find your firm via various search engines. According to Roop&Co. “websites with blog content have 434% more search engine-indexed pages than those that don’t publish content.”[3]
- Differentiation and thought leadership
Content marketing creates differentiation in a hyper-competitive market. With targeted content, you can show the expertise of your firm and highlight what it is that makes you different, relevant, and the right fit for a larger class of clients.
“Commentary around sector trends, for instance, can help to establish a leadership position in a particular industry, while recurring pieces from multiple team members may show the depth of expertise at a firm. But leveraging existing content provides a starting point for a thought leadership strategy, and these pieces, on their own, help inform business owners (and sellers) about the culture of the firm, its operational skillset, and its perspective on the market or areas of specialization.”[4]
- Leads and new opportunities
According to Roop&Co. “Content marketing generates over 3x as many leads as outbound marketing and costs 62% less.”[5] By putting your firm out there and creating a library of relevant and engaging content, you increase the number of leads that you find and that find you. And as you continue to provide target-specific content, you ensure that these leads stay engaged, keep in contact, and the probability of creating a deal is increased.
- Story marketing and credibility
Unlike the usual promotional materials, content marketing allows your firm to promote themselves through a curated narrative that doesn’t solely focus on the value of your firm but creates a story about a past deal or success. According to BackBay Communications, “The takeaway…is that the firm doesn’t explicitly say they’re a value added partner for startups; they demonstrate it through thought leadership that by itself adds material value and makes the same point in a way that adds credibility.”[6] This new marketing strategy is not one-sided but allows clients to become active participants in what your firm has to say, and increases the likelihood that a deal will result. When clients feel that they are a part of something and not simply an entity to be spoken at, relationships will improve, and clients will stay happier.
- Variability
Content marketing offers a variety of ways for your firm to stay in touch, remain relevant, and create a story that clients want to be a part of. Through white papers, case studies, video content, and social media, just to name a few, your firm has the creative space to create a voice and tell a story that clients want to hear. With content marketing and thought leadership, your firm has the variability it needs to really create a strong narrative that leads to new clients, keeps old clients, and generally improves the way your firm is perceived by both potential partners and clients as well as by the general public.
To learn more about DealCloud’s solutions for marketing, investor relations, and other communications professionals who work in capital markets firms, click here.
[1] “Private equity Gets Its Arms Around Content Marketing,” BackBay Communications.
[2] “Private equity Gets Its Arms Around Content Marketing,” BackBay Communications.
[3] https://roopco.com/why-private-equity-firms-need-a-content-marketing-strategy/
[4] “Private equity Gets Its Arms Around Content Marketing,” BackBay Communications.
[5] https://roopco.com/why-private-equity-firms-need-a-content-marketing-strategy/
[6] “Private equity Gets Its Arms Around Content Marketing,” BackBay Communications.
Writing and research support provided by: Aryanna Garber