The Role of Content in Alternative Assets: A Guide for Decision Makers

We love alternative assets for their low correlation, super diversifying, and sometimes just plain old fun (hello baseball cards) qualities. 

I have seen an explosion of interest in alternative asset investing over the last four years, and a concurrent demand for high quality content writing about this useful and unusual asset class. 

But.

Creating superior alternative asset copywriting and content is difficult because a lot of the time, the content writers producing the work don’t have a deep understanding of the asset. If you’re trying to explain how tokenised solar farms can bring unique risk spread and return profiles to a portfolio, but you don’t actually understand what tokenisation really is, this is a problem. 

Another problem I encounter a lot in my work is content which is not aimed at the right level for the readership. Pieces that are supposed to be serving c-suite and director level investors open with fluffy and unhelpful introductions about what an alternative asset is.

RFA’s and accredited investors with a net worth of $1M+ know what alternative assets are. What they might be looking for is a specific comparison between, say, the pros and cons of investing in collectible wine barrels versus bridge financing venture capital. 

At the other end of the scale, content that is supposed to be serving entry level retail investors with a budget of $10 are overwhelmed with technical details and confusing financial jargon. What I often find is that these pieces are written by very smart and very nice CTOs or founders in the startup space. They mean well and they know their stuff about the product, but they don’t know their stuff about writing. This is also a problem. 

The Ascendancy of Alternative Assets 

The growing importance of clear and genuinely useful alternative asset copywriting and content is evident in the way that alts are shaping the investment landscape:

• Diversification and Risk Management: This is the main draw. Alternative assets can help to diversify portfolios, reduce risk and enhance returns.

• New & Interesting Opportunities: From tokenised green energy projects to blockchain-based digital art, the confluence of technology and alternative assets is unlocking seriously cool and fascinating investment avenues.

• They Appeal to a New Generation: Driven by a combination of scepticism towards traditional markets and a familiarity with digital solutions, Millennial and Gen Z investors are increasingly drawn to alternative asset platforms. This looks like a phenomenal area of growth to me. I think alternative asset investing is going to play a huge role in the next generation of wealth. 

For my clients, leaders in the fintech alts space, maximising the potential of alternative assets isn't just a nice-to-have—it's a requisite for keeping a competitive edge in an industry that thrives on innovation and forward thinking. 

This is what makes direct, clear, and useful copywriting and content so crucial. Product-market fit is the number one factor in whether a business stands a chance at succeeding, and high quality content and communications is the next. 

People need to understand how and why your fintech offering helps them solve an actual problem they are experiencing. They need to know your solution exists and they need to believe that you can genuinely help them. This is the core of what quality content marketing does. 

The Role of Content in Alternative Assets

I tend to work with CMOs and COOs. These people are not just promoters of a product or service, but much more like visionary strategists who need to keep one foot in the present (what’s working today) and one foot in the future (what will work tomorrow). 

I love my job and I love getting to work with people who are so switched on, bright, and interested in the world around them. It’s a real kick honestly. 

For these key decision makers, doing the entire task alone can be totally overwhelming - verging on impossible. 

CMOs other VP-level decision makers need to understand the enormous landscape of alternative assets so that they can explain in detail how their specific offering fits within the broader ecosystem of alts and how it is differentiated. 

They need to understand their target clients or users in an incredible amount of detail to make sure their messaging actually connects with the human struggles and concerns that their clients are having. Too often, key decision makers are so time-poor thanks to their million other responsibilities that this can look like a hastily drawn up sales avatar that misses the mark.

They also need to have a strong grasp of the level of understanding that their audience has and the precise type of language that their ideal customer uses to describe their struggles, desires, and the impact of having used the fintech solution that the company offers. This demands a level of research and client discovery that most CMOs don’t have time for. 

And then there is the content creation itself! Not to mention overall strategy, brand positioning, meetings, emails. The list is long and pretty brutal. 

Here's how an expert content writer, tailored for the alternative asset space, becomes a linchpin in a CMO's marketing strategy.

Great content writers play the role of demystifiers:

• Specific content for specific audiences: They can craft narratives that cater to seasoned investors. They can also simplify complex concepts for newcomers. And everything in between. This means your content hits the mark, the tone is relatable, and the level of technicality is spot on. 

• Trust Building: I think this is a term that gets used a lot and is possibly underestimated. In fintech, the requirement for trust is phenomenally high because your readers are thinking about investing thousands or millions of pounds with you. That’s a big deal. Through transparent, factual, and non-salesy content, great fintech copywriters and content writers lay the foundation of trust.

• Staying Ahead of the Curve: Great fintech content writers bring diligent research skills to your team. Given the rapid pace of change in fintech, continuous education through content helps keep both existing and potential investors updated and engaged. I love this part of my work, not least because it puts my Masters of research Methods and my PhD to great use!

• Narrative Shaping: A skilled fintech copywriter helps weave your brand's story into the tapestry of the alternative asset landscape, highlighting your unique value propositions. This is no mean feat since a clunky ‘LOOK AT OUR USP’ blog post can really leave the wrong impression on a potential client. I also love this part of content writing because I can use my skills as an award-winning fiction writer to craft a narrative which is smooth and intuitive - writing that feels good to read. 

• Integrated Marketing Campaigns: An experienced fintech content writer can create consistent content across your different channels – from blog posts to social media snippets to LinkedIn carousels to TikToks. This saves you a lot of time and helps make your brand message slick and clean. 

While data analytics teams provide the numbers, great fintech content writers can translate these into relatable stories:

• Making Sense of Data: They turn raw data into insightful, easily digestible content pieces that highlight market shifts, opportunities, and potential threats.

• Forecasting and Thought Leadership: By staying attuned to market pulse, content writers help position your fintech brand as a thought leader, predicting and responding to market trends with authority and insight. I did this, for example, for alternative asset giant Yieldstreet by setting up and running their fortnightly newsletter ‘Streetworthy’. 

• Feedback Loop Creation: Through engaging content that invites comments, shares, and discussions, they create a feedback mechanism, allowing you to gauge market sentiments and adjust strategies accordingly.

For fintech CMOs, the message is clear: when you harness the expertise of specialised alternative asset content writers, you're not just broadcasting your presence but resonating with your audience in a deeply meaningful way. Ultimately this means increased profit, which is, after all, the whole point. 

Unlock Your Fintech's Full Potential with Expert Content & Copywriting

Navigating the many responsibilities of life as a fintech CMO or core decision maker can be really tough.

Whether you're looking to educate, engage, or elevate your brand, the right words make all the difference. Don't leave your content to chance; leverage expertise that understands your niche.

You can talk to me and get a free consultation. I’d love to hear what you are aiming for and how I can help you get there.