Why Alternative Asset Platforms Need Marketing

Introduction

Alternative assets have completely reshaped how investors diversify and grow their portfolios. The 60/40 portfolio may not be dead, but it’s certainly no longer the default allocation. 

At the close of 2015, assets under management in alternatives rested at $7.23tn. Not an insubstantial amount by any means. But by the end of 2021, this had skyrocketed to $13.32tn. That’s a lot of interest in alts. 

Data from Preqin predicts that this total will grow by a further 11.7% to hit a staggering

$23tn by 2026.

In my work as an alternative assets content writer, I notice that despite this surge in interest and capital flow into alts, there's a notable gap: effective communication that educates and genuinely engages potential investors. 

This is where a dedicated alternative asset copywriter can 10x the power and conversion rates of your content. Specialized content writers not only have a deep understanding of the alternative asset world but also know how to translate that knowledge into content that resonates with both novices and seasoned investors alike, as you require.

More and more alts platforms are vying for attention and trust in this massive growth sector. It’s noisy. But, there isn’t a huge amount of really high quality alternative asset investing content out there.

This can become your competitive advantage if you have a dedicated focus on strategic content marketing, executed by an expert alternative asset content writer.

Superior quality, data-backed, narratively enriched content is the key to standing out and fostering genuine connections with your audience, attracting leads, and converting them into paying clients. 

The Role of Content for Alternative Asset Platforms

Like a lot of fintech, alternative asset content is rife with complexities that can bewilder even the most experienced investors.

Because alts are so varied and each one has its own niche universe, people who are extremely knowledgeable about things like the specifics of hedge funds might not have a clue about the process of tokenisation, for example. This can be a big problem when a hedge fund platform decides to integrate tokenisation as a way to reach more investors and grow their business. 

Internal comms can be a nightmare just as much as content marketing when there is so much going on. 

A company might need hyper basic entry level explainers on what an alternative asset even is for one segment of their investors and leads, but they also need content to train and prep their sales team on how an asset is tokenised and what blockchain safety protocols are in place so that they can, again, explain this to another segment of their investors and leads and grow their business.

It can be a lot.

In my own work as an alternative asset content writer, I see that a lot of these complexities don’t actually come from the technical aspects of the asset or the process in question, but from how confused the writer was when they created the content. 

Tokenisation is fundamentally as complicated as baking a cake: once it is broken down into its simplest constituent parts, it is easy to follow. The key point here of course is that your writer needs to understand how to break down tokenisation into its simplest constituent parts. 

This is where an experienced alternative asset content writer who specialises in this precise area can make all the difference. 

A skilled alternative asset content writer can act as the bridge between the sometimes esoteric world of alternative investments and your potential investors. 

If your writer is equipped with deep industry knowledge and they have skill for storytelling, then they can clearly articulate your business and what your offering will help your ideal clients to achieve. 

Above and beyond just providing information, the content crafted by specialised alternative asset copywriters educates the audience, guiding them through investment decisions with confidence so that your leads become your paying clients. 

Growth and Competition in the Alternative Asset Industry

The data is clear: alternative assets are only growing in popularity. The surge in interest in alts is undeniable and experts predict that this trend is set to continue well into the next decade. 

From private equity to real estate to collectibles, investors are coming to alternative assets with increasing speed to maximise returns and hedge against market volatilities. This growth, while promising, also means an increasingly saturated and competitive landscape. 

As more and more alternative asset platforms look to capitalise on this trend, the challenge for each becomes clear: how do you distinguish yourself in a crowded marketplace?

Differentiation is the linchpin of success in any marketplace. Product market fit has to underscore this, of course. But while offering unique investment opportunities is one part of the equation, effectively communicating these differentiators is equally as vital because if nobody knows why you are so brilliant, then they won't invest with you.  

This is why strategic marketing, especially content marketing, is so vital. Basing your content in genuinely compelling, human narratives, producing insightful analyses, and delivering value-driven content are paramount in capturing and retaining investor attention.

Specialists elevate your offering

A lot of your investors will come to you because they want experts who specialize in alternative assets. They want to work with a company who knows exactly what they are talking about when it comes to the niche areas of say, whiskey barrel collecting, private debt deals, or fractionalised eco-tourism developments. 

The reason your investors trust you with their money is because you have a proven expertise in the laser focused area that they are interested in, otherwise they would just open a HGLD index fund portfolio. 

For the same reason, a specialized alternatives content writer, with nuanced understanding of the industry, can seriously elevate your marketing efforts. 

By producing content that's not only informative but also resonates with the target audience's aspirations and concerns, an alternative asset content writer can significantly enhance your brand visibility and credibility. 

As the alternative asset industry continues its upward trajectory, the platforms that prioritize the highest quality content marketing, underpinned by the expertise of an alternative asset content writer, will be best positioned to stand out and achieve long term growth.

Engaging and Retaining the Right Audience

Reaching the right audience is essential. This may seem obvious but I see a lot of brands making the mistake of going for content that generates traffic rather than high-intent leads. Traffic is not that useful to you really unless you are aiming to become an alternative assets media outlet, in which case, great!

Attracting a broad audience might seem advantageous initially, but without targeted marketing, you risk engaging investors who don’t relate to or want your specific offerings. This is a waste of your time, effort, and money. We don’t want that. 

Targeted marketing, especially when underpinned by thoroughly researched content, ensures that your message reaches those who are genuinely interested in actually investing in the alternative assets that you offer. 

An alternative asset content writer who brings specialised knowledge and aptitude for tailoring content to niche audiences is your number one asset in this part of the process. 

Specialist writers bring a unique capability to weave focussed content that speaks directly to the needs, aspirations, and apprehensions of your potential investors, ensuring not just traffic metrics, but meaningful engagement and genuine added value to your readers.

But capturing investor attention is only half the battle; retaining it is the longer-term and higher value mission. 

Given the changeable nature of alternative assets, where market conditions, regulations, and investment prospects are shifting every day, consistent and reliable communication is what builds long-term relationships and the profitability that comes with that. 

Investors need to be apprised of changes, educated about potential risks, and assured of your commitment to their interests. Here again, the role of an alternative asset content writer comes to the fore. Through regular content updates—my clients favour a mixture of  blogs, newsletters, and white papers— an expert writer makes sure that you are in a consistent dialogue with your audience, reinforcing trust and fostering loyalty.

As alternative asset platforms strive to engage and retain the influx of new investors, the potency of targeted content marketing, driven by the expertise of an alternative asset content writer, has never been more important. 

It's this sustained, value-driven communication that paves the way for your enduring investor relationships and your sustained growth.

The Blurring Lines Between Sales and Marketing

Historically, sales and marketing efforts have been pretty distinct. While marketing focused on creating awareness and generating interest, sales took on the mantle of converting that interest into tangible investment. However, the line between these two arms of business is becoming more and more blurred. 

The decision-making process for investors has changed a lot over the last 10 years. With so much information available online, potential investors are no longer satisfied waiting for a sales pitch to inform their choices. 

Instead, your leads proactively seek out insights, analyses, and perspectives to guide their investment decisions. This shift underscores the role of content in not just generating interest, but actively influencing investment decisions.

A study from the Corporate Executive Board shows that between 57-70% of today’s buying process is completed before sales involvement is requested or even allowed. 

If fully 57-70% of your investors' decisions have been made before you are even involved, then a specialist alternative asset content writer could be the make or break for your business goals. 

Their expertise lies not just in producing content but in creating narratives that guide, persuade, and instill confidence in your leads whilst they are doing all of their research and data collection. 

The content developed by specialist alts writers isn't just informative; it strategically navigates the reader through your sales funnel. From introducing alternative asset concepts to helping them understand the unique investment benefits, risks, and nuances, the content acts as both an educator and an influencer

For instance, imagine an article analyzing "The Top 5 Emerging Alternative Assets in 2023"

This title might pique a potential investor's interest. As they read further, taking in analyses and case studies produced by the content writer, their initial interest transforms into a genuine consideration for investment. 

By the time they reach out to a member of your sales team, they're already equipped with knowledge, have specific queries, and are much closer to making an investment decision.

If it is good quality, the content produced by a professional alternative asset writer doesn't just bridge the gap between marketing and sales—it actively blurs the lines, turning marketing materials into potent sales tools. 

As the investor's journey becomes more and more self-directed, platforms that thoughtfully use specialised content to guide, influence, and reassure are just going to do a lot better in the alternative asset industry. 

Conclusion

Success in the alternative assets space is not just about offering diverse assets; it's about effectively communicating their value, potential, and nuances to your potential and existing investors.

High quality content marketing is the linchpin that bridges the gap between the unique investment opportunities you offer and the investors you want to attract.

Your ideal clients are online somewhere right now searching for the thing that you offer. 

Their decisions hinge on trust, expertise, timely insights, reliable data, and excellent storytelling. 

For alternative asset platforms poised for growth and looking to carve a niche in this competitive space, the message is clear: Recognize the transformative power of marketing, and more critically, the unparalleled value brought to the table by expert content writers specialised in alternative assets. 

To thrive in the alternative asset landscape, it's not just about what you offer—it's about how effectively you communicate it. Make that communication count. 

Looking to bridge the gap between your platform and your audience? Reach out, and let's build those connections.