Content marketing is a core tool for alternative asset firms, but many (most?) struggle to harness its full potential - mostly because CMOs don’t have enough time, can’t produce enough volume, and struggle to create content that genuinely engages their readers.

In this article I’ll address the primary reasons behind these struggles and offer you solutions to overcome them.

If you’re a B2B marketer in the fintech and investment space, these are very likely your problems: 

1. You don’t have enough time to do all the important marketing things you want to do (69%)

2. You can’t produce enough content (55%), 

3. And you struggle to produce the kind of content that engages (47%)

Think for yourself about what kind of experiences you prefer - ones where someone is trying to sell you a thing, or ones where someone is trying to relate to you?

Or, how to make sure your content doesn’t fall into the 96% unread webpage slush pile.

A one page summary for people who want the key take-aways without reading the entire 26 page report.

Your digital marketing will be one million times better and more effective if you can remind yourself that your readers are human individuals with unique needs, preferences, and financial journeys.

Can you answer these questions about your ideal client?

A lot of my clients tell me that it’s pretty obvious when their content has been created by someone who is not in the finance industry - it costs them time, money, and headaches.

This is where a specialised finance copywriter can be extremely valuable. But, not every situation warrants this particular skill set.

One approach is to focus on the expertise and track record of the alternative investments team. Highlighting the individual and collective experience of the management team, their previous successes, and their industry knowledge can build credibility.

Answer these questions:

• Name 3 experts that it would be really cool or interesting or exciting to speak to in your niche.

• For each of those experts, write down 1 question you would genuinely like to ask them.

• Can you connect with these people on LinkedIn? Can you find their email address in a public directory? Can you send them a message telling them why you think they are cool or interesting or exciting? (You can).

Explore effective customer acquisition strategies for fintech companies in this comprehensive guide. Discover fun approaches, real-world case studies, and the power of long-form content marketing in the fintech industry. Ideal for fintech marketers interested in enhancing their customer growth tactics.

I have written for alternative asset giants like Supervest, Ctrl Alt, and Yieldstreet. This article will give you my best insights on how to make your own alternative asset content introductions as strong as possible and help you win those all-important conversions.

For my clients, leaders in the fintech alts space, maximising the potential of alternative assets isn't just a nice-to-have—it's a requisite for keeping a competitive edge in an industry that thrives on near constant change and forward thinking.

When was the last time you used this word in your day to day conversations?

In my work as a tech content writer, I see a lot of unhelpful and counterproductive obtaining. It's in web copy, landing pages, emails, blog posts, white papers, and newsletters.

Tech companies who are doing genuinely useful, interesting, valuable things that serve the actual needs of real people accidentally go all weird and start writing like an 18th century Earl.

Whilst I am still doing my PhD research at the University of York, I am going to use my access to high quality, peer reviewed journal articles to pass on what I can about the art and science of content writing.

The research I'm looking at today comes from:

"The neuroscience of influential strategic narrative in storylines" written by Gregory S. Seese, Psy.D. & Kendall Haven, Ph.D.

Thanks to my University library access, I can get hold of this article easily but I think you should be able to read it here.

Writing about tech is difficult because you need to make sure your readers understand the problem that your tech solves.

This is always true about any copywriting - we need to be confident that our readers know they have a problem, they know what that problem is, and they are open to having that problem solved.

Fintech presents a fun challenge here because oftentimes the problem our readers have is weird or complicated or very specific and there is a decent chance that plenty of readers might not know they have it.

Paying attention to keyword clusters isn’t just about boosting your SEO, though that is a great thing too. Closer attention on keyword clusters is about understanding the full spectrum of your audience's interests and creating content that actually meets their needs.

A lot of your investors will come to you because they want experts who specialise in alternative assets. For the same reason, a specialised alternatives content writer, with nuanced understanding of the industry, can seriously elevate your marketing efforts.

Data shows that long-term brand building seems to be the key to growing business overall, rather than tightly niched content aimed at a tiny market segment that you think you can own.

Understanding your audience and having clear objectives is important too. The private equity firm TPG, for example, focuses its content on institutional investors and companies seeking growth capital, while Carlyle Group focuses on thought leadership and brand awareness through its content​​.

If you have a look through Carlyle’s content, you will see that the titles have an almost lyrical, literary tone. This is very unusual in the PE space.