Articles could include blogs, a commentary (perhaps about something you have read, relevant to your industry), a view on a new product or a thought piece. These can be published on a variety of platforms, but one of the most effective ways is to put it on your website and link back to it within your post.

Let’s look at the ideal parameters for publishing online:

LinkedIn: for LinkedIn articles, the best length is 1,900 to 2,000 words¹ and for a LinkedIn post, the ideal length (according to LinkedIn themselves) is 300 to 500 words.

Facebook: you should aim for 40 to 80 characters (a figure which is based on Facebook’s algorithm and research, showing posts of this length tend to receive higher engagement rates). For longer articles, it is best to provide a quick synopsis and then a link directing your audience to your website where they can access the full copy.

Twitter: the length of a tweet is set to expand to 4,000 characters. In its present form, research says that to ensure maximum engagement, 71-100 characters is the optimum length.²

Blogs: naturally, the length of a blog post will vary depending on the topic, the depth of information and your audience, but aiming for at least 300 to 800 words is generally recommended. Longer posts of 1,000 words or more can enable you to rank higher in search engines, so there is a benefit to writing these, but you may find shorter posts are easier to engage with.

These work well on many platforms including Instagram, LinkedIn, Facebook and TikTok. As with written content, try not to make them too long and keep the content engaging and focused. You can measure your success through shares, likes and comments to track your success with this format.

These are a brilliant way to explain more complex topics, enabling the audience to understand and take away the key messages easily. They are also great to share, so work well on the same platforms as the videos. Try to keep them to the point and easy to engage with. You will most likely need to contract with a professional company to make your animation. Look at sites like Dribbble, Behance or Vimeo for suggestions of animation studios.

Publishing a white paper is a great way to demonstrate authority in your industry. A white paper often takes the form of an in-depth report or guide which educates and informs potential customers about a particular topic, issue or new technology. Of course, writing a white paper takes significant time and research, so an alternative to publishing your own would be to comment on a paper written by another asset manager and use this to support and educate your clients.

To promote your white paper or your commentary on an asset manager’s white paper, LinkedIn Articles are a great option, but publishing it on your website, too, enables you to link back to it through shorter Facebook posts, Tweets, or Instagram posts or reels. After writing the paper or commentary, you want to make sure it is read – so promote, promote, promote!

Creating a series of podcasts focusing on different topics is a brilliant way to engage potential customers whilst demonstrating your industry knowledge. Podcasts can be any length, but the important aspect is to ensure that the content is engaging so that your listeners don’t switch off! You can publish your podcasts on numerous platforms, including iTunes, Spotify, Google and Soundcloud to name but a few. Keep track of the number of downloads and subscribers to see the impact and audience. 

You can track these using tools like Analytics which provide detailed insights into your website traffic, including the number of visitors, where they are located, which pages they visit and how they found your site. Use this information to make informed decisions on how to optimise your content marketing strategy.

On certain platforms you can easily track the number of likes, comments and shares for your posts. Determine which posts generate the most engagement and then analyse which content is driving people towards these.

These provide important insight into your brand’s online presence and performance. Using the data they provide will ensure you can monitor, measure and maximise your content marketing. Tools to look out for include Hootsuite Insight, Brand24 and Mention.

Track the number of newsletter subscribers, meeting requests and contact form completions to see how many leads your content marketing plan has generated.

By knowing how many visitors you had to your website, for example, you can then work out the percentage conversion rate by seeing how many of these completed a desired action – for example, filled in a contact form, or requested to go on your email list. 

Using consistent content will help you to demonstrate a clear brand identity and unified message. Using the same colours and fonts, along with tone and hashtags, will make your company easily identifiable and your content stand out.

Being a consistent provider of reliable, high-quality information shows your audience that you are a go-to knowledge source for your industry. With this base of trust, you can hope to gain more business leads, which may translate to an increase in your customer base.

Providing regular and consistent quality content can raise your SEO profile, meaning that your website ranks higher in search engine results, you reach a wider audience and traffic to your website increases as a result.

More followers and a larger audience can lead to greater customer interaction with shares, comments and likes on your posts.

Your objective, when designing your content marketing strategy, is to be uniform and provide high-quality content. Keep branding consistent, keep your message and company values at the forefront of everything you produce and enable your business to be seen by as large an audience as possible.