The concept of blogging is still not very well understood by fund managers. Almost 5 years ago, when I started writing a blog for Silk Invest, I remember how some of my colleagues simply didn't seem to get what I was trying to achieve.
There must have been a lot of giggling behind my back. Maybe there still is, but at least today we have much to show for it. Our media presence grows by the day and an increasingly devoted audience of supporters continues to help us spread our message.
Much of the business we are doing today comes to us as a result of our increasing visibility. Our blog played a very important role in achieving this.
Trying out 'the social media thing'
When I look around the fund management industry, I can't seem to find many managers who have a blog on their websites.
I know things are starting to change as more fund managers are now thinking about getting involved with social media.
From what I can see a number of managers are starting to build outposts on the various digital channels such as Twitter, Facebook, Linkedin and even Youtube. Despite all this, most managers still haven't invested time nor effort in building a good blog.
To me, this seems very much like putting the cart before the horse. It tells me that most social media efforts in the fund management industry seem to be nothing more than experiments in search of a clear strategy.
What is a blog anyway?
Simply put, a blog is a platform for an ongoing dialogue with your target audience. Consider a blog like an opportunity to have a conversation with thousands of people who have an interest in what you have to say.
Previously, we discussed the importance of crafting great content in The content marketing gold rush for financial services. To have great content without a blog is like being all dressed up with no place to go. A blog is the most practical place to share this valuable content with the world.
A blog is like a magnet
A blog is a medium that attracts the people who are interested in what you do to connect with you. It is a place where they can keep in touch by signing up to your mailing list, your pages on Linkedin, Facebook or whatever the channels are that you have chosen to occupy.
The media also likes blogs. If your content is compelling, journalists will want to refer to it. Good and timely content will help you increase your media presence.
Finally, a blog is a great way to claim thought leadership in your industry. There is an opportunity to build a channel through which not only your content is broadcast, but also that of others.
A blog is what holds a content marketing strategy together and should be the cornerstone of any fund manager's social media infrastructure.
Stay tuned for the next post 'How to Keep your Content Sharp'. In this piece I will focus on how to ensure that your blog posts not only add value, but also get read and shared by your audience.
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About the author: Baldwin has been active as a business developer in the investment industry for more than 20 years. In 2008, he helped start up Silk Invest, a fund manager dedicated to the frontier markets. He was an early adapter of social media within the investment management industry. His efforts have helped position Silk Invest as one of the leading managers in the frontier space. In collaboration with Perfecta Partners, Baldwin also helps other financial services companies improve their content marketing and social media strategies. Baldwin can be reached firstname.lastname@example.org or on Twitter @BaldwinBerges