The marketing of investment products has changed tremendously in recent years. The digitalisation of communication in all aspects of daily life has also left its mark on investment writing and financial services marketing.
Shares, bonds, equity holdings, investment funds, ETFs, certificates, derivatives or closed-end funds are all virtual products by definition. They are particularly suited to digital distribution. However, digital marketing requires very specific skills in order to be successfully marketed to the target group.
Investment Writing: Crucial to the transfer of knowledge
In a knowledge society, the communication of financial topics needs to be explanatory. In digital media, editorially-prepared content is used to spread knowledge across various media in an informative and entertaining way.
The goal of investment writing is to convey investment concepts, investment products and economic interrelationships to the respective target group. Professional investment writing focuses on the knowledge and background of the target group. Topics, content, and language must be adapted based on audience – private investors, financial intermediaries or institutional investors.
Investment writing comes in many different formats
At various stages in investment managers’ communication mix:
- Blog posts
- Guest commentaries
- Annual reports
- Customer magazines
- Research reports
- Social media news
- White papers
Specialization in Investment Writing
Efficient investment writing requires a high degree of specialization and knowledge of financial markets and investment topics. Our team at Finanztext works with a variety of company types, including:
- Asset management companies
- Investment banks
- Corporate finance service providers
- Private equity companies
- Venture capital companies