In response to requests from Investment Marketers, Savvy Investor has launched a new quarterly publication examining global trends in the institutional consumption of investment content and thought-leadership.
This unique, 28-page document provides market intelligence to help investment marketers develop and fine-tune their content marketing strategy. It has been developed primarily for partners of Savvy Investor, but the first edition is currently available as a free download by visiting investment content quarterly trends.
Savvy Investor is uniquely positioned to commentate on content trends within the institutional investor community. The platform provides a live “survey sample” of over 37,000 highly engaged institutional members, who download around 30,000 articles and white papers every month. Last year more than 8,000 white papers, market commentaries and articles were uploaded to the Savvy Investor platform, including content from most of the leading asset management companies and investment consultants. This gives Savvy Investor an unrivalled depth of insight into the marketplace for investment content marketing.
The publication provides details of the 100 most popular papers of the last quarter and trends in topic popularity, analysed by region and by company type. It also provides insight into the factors that drive investor engagement and measures of content quality.
The most viewed paper of 2019 Q1 was an ESG paper, highlighting the growing investor engagement with this topic. 240 ESG papers were published on the Savvy Investor platform in the last 12 months, almost double that from the previous year. Asset managers are engaged in a race to identify their brand as aligned with ESG principles, and the promotion of ESG thought-leadership is a key element of that brand alignment.
One striking feature of the first quarter is that, for the first time in more than two years, there were no Factor Investing papers appearing in the top 50. This is partly a reflection of the fact that fewer Partners asked Savvy Investor to actively promote their factor investing papers in Q1, but even so, this is a surprise. Two years ago, Factor Investing was the hottest theme in the marketplace. Today, ESG investing takes that mantle.
The most-viewed paper from 2018 was JP Morgan’s 110-page study of “Long-term Capital Market Assumptions” which sets out the firm’s expectations for asset class returns over the coming 10-15 years. This paper won the overall Savvy Investor Award for “Best Investment Paper 2018” which gave it huge publicity during December 2018 and January 2019, resulting in over 4000 views.
In fact, four of the top 50 papers of 2018 cover the topic of long-term return forecasts. This is an important topic for asset owners, asset allocators and actuarial consultants as they determine strategic asset allocation benchmarks for pension funds and other multi-asset portfolios.
Amongst the many questions answered in this report:
- Which companies feature in the list of 100 most popular papers?
- Which topics are most popular amongst asset owners and allocators?
- In which regions are investors most engaged with ESG principles?
- What are the drivers of engagement with investment thought-leadership?
To download the latest document in its entirety, visit the investment thought-leadership page on the Savvy Investor website.