Capital Allocators – Inside the Institutional Investment Industry Kip McDaniel – How to Get an Allocator's Attention (Capital Allocators, EP.115)
Dec 9, 2019
Kip McDaniel, Chief Content Officer and Editor-in-Chief at Institutional Investor, shares his expertise on captivating content for institutional investors. He discusses the key traits of effective storytelling, emphasizing the role of conflict and credibility. The podcast dives into the shift from print to digital journalism, the evolving functions of PR in asset management, and the significance of thoughtful content packaging. Kip also highlights the value of engaging event discussions and the importance of trust and delegation in professional relationships.
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Transcript
Episode notes
Print to Digital Transition
- Institutional Investor transitioned from print to digital in 2018, driven by financial challenges and the need to adapt to online readership.
- This shift allowed for more timely publishing and a less rigid workflow, ultimately leading to increased readership and profitability.
Print vs. Digital Readership Data
- Print readership data was opaque, frustrating marketers who couldn't track engagement.
- Digital platforms now provide clearer data insights, although person-level data remains a challenge due to privacy concerns.
Reader Engagement with Long-Form Content
- Long-form, investigative journalism has the highest engagement online.
- Readers are spending more time with in-depth pieces, demonstrating a preference for quality content over shorter news items.