Cogent Reports: Thought Leadership Offers Best Chance of “Going Viral” Among Financial Advisors
Top 10 Financial Providers for Thought Leadership Activity
According to the study,
“We know from our recent qualitative work that advisors want more thought leadership and market commentary rather than product-specific updates,” said
Thought leadership topics that appeal most to advisors are how to increase client satisfaction and how to generate in-retirement income. However, differences emerge by channel, AUM level and advisor tenure. For example, Bank producers have the heartiest appetites for a range of thought leadership and RIAs show narrower interest.
“With emails serving as a pervasive type of marketing touch, providers need to figure out a compelling way to differentiate themselves by capitalizing on their strengths,” added
Top 10 Providers for Thought Leadership Activity |
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Rank | Readership | Readership & Sharing | ||||||
1 | |
|
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2 | BlackRock Funds | J.P. Morgan Funds | ||||||
3 | American Funds | American Funds | ||||||
4 | iShares | Guggenheim Investments | ||||||
5 | Guggenheim Investments | Vanguard | ||||||
6 | |
Franklin Templeton Funds | ||||||
7 | J.P. Morgan Funds | iShares | ||||||
8 | Franklin Templeton Funds | BlackRock Funds | ||||||
9 | |
|
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10 | |
Nationwide |
Source:
About Advisor Touchpoints
Cogent Reports conducted an online survey of a representative cross section of 1,078 advisors in April through
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