The problem with content

16 Nov, 2022

Over the last few weeks we have been talking to marketing professionals across the industry about our latest research into why brands in asset management seem to be in long term decline. In one of these conversations a marketing director mentioned that they seem to be stuck talking about content all the time, either from agencies approaching them or in board meetings being pushed to churn out opinion pieces. Her problem was – no one seems to be reading any of the content they’re so painstakingly producing.

This shouldn’t come as a surprise to anyone. Our research is constantly telling us that people simply ignore the opinions of companies they haven’t heard of. But, unfortunately, marketers continue to fall into the age old FS trap of assuming the audience are interested in what they have to say. Without putting any effort into making what they are trying to say compelling, approachable or human.

For years the received wisdom has been that content is an affordable way to get in front of clients and enticingly feels like it cuts out layers of communications, allowing the business to get its thoughts and views right in front of potential clients. And don’t get me wrong, it’s historically worked for many. However, it is now an enormously crowded space and cut through is dwindling. How many brands are, right now, churning out content about how to deal with the current economic environment? All of them, is probably the answer. So why should anyone – but anyone – choose to read yours?