43 content assets your firm needs to succeed in 2025
Many people don’t realise how much content is involved in the fund buying process.
When I worked at BlackRock, my team was responsibe for producing or updating over 600 pieces of content annually.
That’s a lot.
But when you break down the end-to-end journey, it makes sense. Especially when you factor in the different investor types.
Selling to institutional investors like pension funds is different to getting a strategy into a discretionary fund manager’s portfolio.
Getting a fund on to a private bank’s buy list is slightly different to a fund platform.
And generating demand with end investors involves a slightly different content mix again!
To help you understand the full range of content experiences your firm needs to master, we’ve pulled together an exhaustive list for you to assess which might be most relevant to your success.
And once you’ve identified the content types relevant to your clients, it’s critical you create high quality content to encourage awareness and demand - a challenge Markets Content can help you address!
Data visualisations/animations – Engaging graphical content that simplifies complex investment data.
Google Ads – Paid search ads targeting investors actively seeking investment solutions.
LinkedIn Post - Organic – Thought leadership content shared for free to build brand credibility.
LinkedIn Post - Paid – Sponsored posts designed to reach a targeted professional audience.
Whitepaper/Research – In-depth investment research providing insights and analysis.
Blog – Short-form articles sharing expert opinions and industry trends.
Industry Podcast – Audio discussions featuring investment thought leaders and market analysis.
Firm Podcast – Proprietary podcast discussing your firm’s investment perspectives.
Insights Video – Short video content delivering key investment themes and perspectives.
Chart – Visual representation of financial data and market trends.
Email Newsletter/Content – Regular updates providing market insights and company news.
Email – Event Invite/Follow Up – Targeted emails to drive attendance and engagement post-event.
Email – New Product Announcement/Company News – Updates introducing new offerings or milestones.
Reactive Market Commentary – Timely analysis responding to breaking financial news.
Press Release – New Product/Company News – Formal announcements for media and stakeholders.
News/Feature Commentary – Expert opinions on industry news and key developments.
Media Opinion – Thought leadership pieces placed in third-party publications.
Presentation – Firm Intro – Slide deck outlining your firm’s core story and brand narrative, plus your investment platform.
Presentation – Intro to Sustainability – Overview of sustainability initiatives and strategies.
Presentation – Event/Webinar – Supporting materials for live or virtual investor engagements.
Presentation – Fund Deck – Investor presentation detailing a fund’s strategy and performance.
Product Brief – Concise summary outlining investment products and key features.
Fund Video – Visual storytelling to showcase key professionals, fund strategy, and value proposition.
Fund Commentary – Monthly/Quarterly/Annual – Regular performance updates and insights.
Fund Commentary – Event-Driven – Market impact analysis following key financial events.
Website - Homepage – The main entry point conveying a firm’s investment philosophy.
Website – Capabilities Pages – Sections showcasing investment expertise and service offerings.
Website – Product Screener – Interactive tool for filtering and selecting investment products.
Website – Product Profile Page – Detailed descriptions of individual investment products.
Website – Insights Page – A hub for research, thought leadership, and market analysis.
RFP – Formal responses to institutional investment mandates.
DDQ – Standardized due diligence questionnaire for prospective investors.
TCFD – Product Report – Climate risk disclosures for specific investment products.
TCFD – Firm/Entity Report – Sustainability and climate-related reporting at the firm level.
Factsheet – A snapshot of a fund’s strategy, holdings, and performance.
KIID/KID – Regulatory documents summarizing key investment information.
Prospectus – Legal document detailing fund terms, risks, and investment strategies.
Stewardship Report – Report showcasing responsible investing and governance practices.
Quarterly Fund Report – In-depth performance and market update for investors.
Holdings – Transparency report listing a fund’s asset allocations.
Attribution – Analysis explaining investment returns and drivers of performance.
Performance Estimates – Forecasted fund performance based on market conditions.
Product Note – Internal investment product documentation for teams.
