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The conversations global asset managers need to start with investors

Raphael Queisser, chief operating officer, Dianomi

Are global asset managers hitting the mark when it comes to the content they produce for investors? According to the findings of the special research report produced by The Dubs in partnership with Dianomi there’s a significant mismatch between what investors are searching for and the content global asset managers are producing. 

In the latest episode of the Financial Marketer podcast The Dubs managing director, Josh Frith, and Dianomi’s chief operating officer, Raphael Queisser dissect the report’s findings, delving into the trends in investor search behaviours, where the spikes in interest lie and where asset managers are falling short in the content they’re delivering. For content to deliver a real and tangible benefit to asset managers it needs to begin with audience interests and needs, not be purely product-led. Ultimately, global asset managers need to learn to think like publishers to deliver a content program that succeeds. 

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With ETFs and cryptocurrency two areas in particular where  asset managers are missing the mark with investor interests, Frith and Queisser speak to the opportunity for global asset managers to hook new investors with the right content, distributed in the right place to ultimately drive traffic and nurture investors to become valuable lifelong clients. 

In this episode the Financial Marketer and Dianomi discuss:

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Josh Frith
Originally a journalist by trade with News Corp, I co-founded The Dubs content marketing group to develop new ways to create stories and deliver these to audiences digitally. Along the way we’ve worked across Australia, Asia and the UK for media giants, national governments and royal houses, big banks and the world’s biggest internet company, Google. But I think we’re only just beginning...