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Part I of this series, What white papers should be used for by investment firms, asked you to open up your opinion of how white papers should be used and how they can help establish brand equity, marketshare, and thought leadership. Part II continues this concept by asking you to see white papers as one of the safest entry points for public relations and thought leadership.
Now, it is vital to remind you that the SEC is very strict about what you can put out into the world and how it can be distributed. They also heavily regulate communication that is not initiated by the other party. White papers, when composed well, can skirt these rules and concerns, but as said in part I, investment firms mostly forgo marketing and public relations, including using white papers to their fullest potential, so they can avoid the SEC marketing rules altogether. However, white papers are a gateway to helping you have a viable, public-facing marketing and PR strategy; they showcase expertise, unique perspective, the ability to research and display data, and the desire to educate. If you’re willing to take the risk, there is a high potential for reward.
Stuart Zimmerman – founder, chairman, and CEO of Audobon Associates LLC – recently published a list of 10 tips focused on attracting investment advisory clients through PR efforts. His list caters to a specific audience, but the approach he covers is universal and includes white papers. We took his list and generalized it (so any financial institution could leverage it) and specified where white papers have the power to make a major difference.
Overall, PR and marketing is something all investment firms can do, most simply do the minimum (or none at all) because it is scary and difficult to do right. White papers are one of the safest avenues to leverage for PR, but as said, maximizing their potential is an undertaking. If you really want to be a thought leader and establish a PR that uses white papers and more reach clients, investors, and prospects, we recommend working with a professional agency that understands the finance industry.
Fifth Rock will cover white papers further in subsequent parts of this White Papers and Finance series.
Read Part I, What white papers should be used for by investment firms >>