Bar a few exceptions, the investment industry is in a serious content rut. Content Equity was created to cut through it.
Bland and hollow claims, jargon-laden copy and a lack of creative spark — all measured and judged by meaningless metrics. Everyone is doing the same thing over and over, and expecting a different result.
Content Equity was created to cut through all this. We are guided by three founding principles.
In an era of chatbot-driven slop, you need substance and style. Writing prowess should be a given, not a differentiator.
Intellectual curiosity and deep subject knowledge, given room to percolate until the message is right.
Be bold and brave. Innovate with format, style and message — or all three, if you can.
Writing prowess for any content creator should be a given. For us, creating great content takes a special mix of ingredients: intellectual curiosity, deep subject knowledge and editorial skill. A form of magic happens when you blend these together — when you let ideas percolate, and when you obsess over getting the message right.
It takes hard work to consistently deliver high-quality, relevant and timely insights. But to really jolt things forward, you need to produce hero content that sets you apart and genuinely resonates with investors. Be bold and brave. Innovate with formats, style and message.
Ultimately, great content defies neat categorisation and audience boundaries. It can elevate the mundane and inspire new ways of thinking and expression. This is why creativity and the cultivation of ideas are essentially a source of organisational alpha. They raise your brand equity.
Like Tom Stoppard, we believe words are sacred and deserve respect. As he put it, “If you get the right ones in the right order, you might nudge the world a little.”
“If you get the right ones in the right order, you might nudge the world a little.”
Our best thinking on content and markets — no volume for volume’s sake.