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Content marketing has quickly replaced interrupt advertising as the key way for brands to connect with consumers. For investor relations (IR) professionals, a robust content strategy also plays a critical role in delivering what investor communities need.  Today’s investors want real-time information to help them strategically manage their portfolios up to the minute.

Content marketing can help build trust, foster investor relationships and showcase your brand as a strong investment opportunity.

Use digital-first publishing to provide real-time information

Because investors want access to real-time information, static annual reports rarely deliver the timely intelligence needed to make informed investment decisions. Using digital-first IR sites allows your company to post earnings reports, major business deals, corporate social responsibility stories and more as they happen — staying connected with investors and prioritizing the timely communication they demand.

Focus on publication platform

A robust content strategy focuses on publishing across different channels. Common choices include an IR site, social media accounts, a company blog and articles contributed to industry sites. Develop a strategy that provides content in a variety of formats — for example both short and long form — and brings your message to trusted industry venues like trade journals and mainstream business publications.

Integrate new ways to share data

Sharing data is an important part of communicating with investors. To build trust, develop content that effectively showcases data — from earnings to other growth metrics — in interesting ways, and make it widely accessible to different segments. Consider options such as short videos, infographics, custom graphics and interactive features.

 

Content marketing helps your company find its voice in a crowded market and offers potential customers on-demand access to company data, stories and insights. Create a strategy that helps you better communicate with your investors about the numbers and big developments at your business in the platforms and timelines they care about the most.

Liz Alton writes about technology, marketing and business for enterprise audiences. She’s a Forbes contributor and her writing has been published in Inc, USA Today, Entrepreneur, the Huffington Post, Mic, Harvard Business Review blogs and the WSJ. She holds an MBA and a BA in journalism, and is completing a masters in Journalism at Harvard.

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