As an investment manager, your firm’s credibility is crucial to attracting potential clients. One way to establish your firm’s expertise is to regularly publish insightful content on your website. However, creating content that is factually accurate, up-to-date, region-specific, compliant, and translated can be a daunting task. In this article, we discuss the challenges of maintaining compliant content for different regions and provide solutions to overcome these challenges.
The process of creating content for your investment website
Creating high-quality content requires careful analysis of market trends, funds, and client inquiries. Additionally, the teams must provide relevant metadata and SEO specifications to optimise the content for search engines. Supporting materials, such as charts, infographics, and other imagery greatly enhance the articles. Media types and accessibility are crucial for conveying the right message and emotion. Therefore, supporting media such as copy, animations or quick videos with subtitles are now not only commonplace, but essential. Collaboration between investment writers, design resources, and digital teams is crucial for creating engaging and informative content.
Once the content is prepared for publishing, the digital team takes charge of the process. They use the metadata and additional information by the writers to ensure that it is correctly set up within the web CMS. The team then uses the CMS’s capabilities to design and lay out the web page. The digital team then ensures that the content is presented in a visually appealing and user-friendly way.
After the English version of the content is prepared, the compliance team conducts a final review, and the piece is scheduled for publishing in the relevant markets. According to regulations, all content needs to be compliant with specific investor types in certain regions and within a designated time frame. All these factors need to be considered before publishing.
The regional marketing teams take charge of translating the content for local markets, which is usually based on the English version of the article. Translations require the marketing team to provide the translated copy, metadata and imagery to be used in the piece. Although some regions may have similar content, they may require different imagery to impact the target audience correctly and address cultural differences.
Ready to press the green button
The article is now ready and can be published to go out to various audiences worldwide.
After all the necessary steps are taken, the article is ready for publication and can be shared with the relevant audiences. It is important to ensure that the right content is published in the correct countries, intended for specific investor types and translated into the required language. There is no doubt that the individual responsible for final publishing holds a considerable amount of responsibility.
It is important to note that many content pieces are only compliant for a specific time and should only be “active” for a specific amount of time before being viewed as archived content.
Investment managers also need to track how their content gets consumed by tracking the stats and diving into the analytics of user behavior. Analytics can be very fine grained and control which areas of the page the user is focusing and spending their time on. This gives valuable insight into the actual content and imagery on the page that worked for the audience and similar methods can be reused for future articles.
Tracking how investment content is consumed is an essential aspect of the content strategy. For investment managers, this means monitoring the stats and diving into the analytics of user behavior. Fine-grained analytics can provide a wealth of information, such as which parts of the page a user is focusing on and how long they are spending on each section.
By analysing this data, investment managers can gain valuable insights into the content and imagery that resonate with their audience.
Additionally, analytics can help investment managers to identify areas of improvement, highlighting elements that are not performing as well as they should be.
Overall, tracking the consumption of content is essential to ensure that investment managers are providing value to their audience.
The art of delegation: How automation, scheduling and workflows can enhance your content creation
With all the effort that goes into curating and managing content for your investment management website, the last thing you need unnecessary manual work. Let us tell you more about some innovative tools that make it easier and pain-free for you to keep tabs on everything.
- Ensuring all your content is kept in sync across the various audiences?
- Our Sharing feature can help you, and slight differences between sites can be accommodated with dynamic values.
- Sharing to the same list of sites regularly?
- Site grouping can be set up and customised according to your needs.
- Having to deal with translations as part of your multisite?
- Our Translations feature makes this part easy and you can control all translations from the same area where you edit your post and share it out the same way you do your English versions.
- Do you need additional control for Translation reviews and approvals?
- Translation Approvals allows a mandatory final approval step before a translated post can be published to a live site.
- Worried about the responsibility of publishing a piece of content only being available to a select few?
- Our Workflow feature takes care of this. Other resources will be able to conduct their work in a safe manner before passing it off further down the chain.
- What about compliant content to be taken off the site as soon as the compliant period ends?
- Our Post Expiry feature takes care of that and can be set on a per-post basis.
In summary, our objective is to enable investment management firms to achieve their content creation goals with as little hassle and risk as possible. We are dedicated to providing the right tools, controls, and services to facilitate a more efficient and effective content management process.
Contact us today to find out more.
