Should investment advisors and asset managers call their blog something else?

Many investment managers, alternative fund firms, and mutual fund families don’t like the idea of calling their blog a blog.

It’s too retail, too lacking in substance, too old fashioned…or simply not serious enough for an audience of sophisticated, serious, institutional, accredited, or otherwise qualified investors.

I can’t say I disagree.

The Front Door

“Blogging is a great front door for any individual or organization because it is real estate that you can own,” said David Meerman Scott, an influential marketing and sales specialist and early “blogger.”

“Contrast [blogging] with social networks like Twitter, LinkedIn, Facebook, and Google+” said Mr. Scott. “All are good, but you will never own your real estate there.”

Blogs are good for you…and good for your firm. If you post consistently – once or twice weekly, at minimum, Google will inventory you, and your prospects will have a greater chance of finding you.

According to HubSpot, a leading marketing software firm, companies that blog have created 126% more leads than those that don’t.

But you may not want to call your blog a blog, Mr. Scott said.

Library, Insights, Education

Many investment firms call their “not blog” section a “Library,” or “Insights,” or “Education,” or “Knowledge Center.”

The idea is that your content area should provide critical thinking to help your target audience solve pressing problems.

Here’s how a few firms headline their content:

AQR Capital Management, an alternative investment management firm, calls their “not blog” a “Library” where they publish research papers, journal articles, data sets, working papers, and commentaries.

The “not blog” for global investment management firm Voya (formerly ING) for institutional investors is fronted as “Research & Insights.” It’s published with educational and informative white papers, vantage points, and market insights.

Similarly, the “not blog” of Silver Creek Capital, an alternative investment and hedge fund firm, is headlined under “Insights” and includes market commentaries.

And Chiron Investment Managementa Registered Investment Advisor and alternative fund firm, has no “Blog” but does have a “Resources” section, under which are housed videos, audios, podcasts, and market commentaries.

Some firms continue to use the blog nomenclature, but specify that the content is meant to provide insight rather than rant.

Global investment manager PIMCO’s insights, for example, are headquartered under their “Insights” tab, where investors will then find a section titled “Blog.”

RCM Asset Management, a managed futures investment firm, has a “Blog” tab, but it’s held within their “Education” section, along with videos, investment kits, and other educational commentaries.

What Should Not be in a “Not Blog”

According to Steve Farnsworth, CMO of Steveology, a content marketing and demand generation firm for high tech firms: “Every company is a media company. This is where a brand steps up and lives that statement.”

Ineffective content, on the other hand, may consist of “corporate communications flotsam,” company news, product news, and new hire or new product press releases, said Mr. Farnsworth. This should not be you.

Your insights, knowledge center, or library should be a content marketing rich enclave to engage customers and educate your prospective clients and investors.

Whatever you call it, your “blog” or “not blog” space is the place to focus on publishing content written to connect with existing and potential customers.