Effective content marketing is a critical differentiator in the asset management industry. Yet many firms struggle to capture the “voice of the client” – the authentic needs, preferences, and nuances of their varying audiences – in their content strategy. This Whitepaper examines why typical team structures fall short in this regard and proposes a new operating model – channel-aligned pods – to embed impactful, channel-specific client insights into content development. We outline how this model works and how it bridges the gap between content strategy and production, ensuring timely, impactful, and measurable outcomes tailored to specific client segments and regions.
About the Authors
Chris Dunmire
Director
Chris Dunmire is a Director at Alpha and head of the firm’s Content Enablement proposition in North America. Chris has significant experience in designing marketing operating models, designing and optimizing end-to-end content supply chains, and effecting content and marketing change at a number of the industry’s largest asset managers.
Steve Garrison
Manager
Steve Garrison is a Manager at Alpha, with extensive experience leading strategy and change initiatives within the Client & Digital practice. Steve's primary project focus has centered around marketing and content enablement. Prior to joining Alpha, Steve worked for Goldman Sachs Asset Management as a client portfolio manager in the Public Equity franchise.