At a minimum, breaking down investor marketing
to a tactical level, analyzing current practices, and identifying areas for improvement is a useful exercise in codifying a more formal process.
3. Deploy content strategically throughout the year. At a glance, the IR calendar is already brimming with tentpole moments. IR teams are also grappling with ever-increasing demands and relentless pressures. Te strategic objectives of content marketing, however, encompass a dual purpose. Te first is to
critical additional context around areas such as these: • Earnings: Management has limited time during the conference call to go deep on certain subjects. For example, posting in-depth content on a strategic initiative provides investors with greater detail needed for decision making.
•
Proxy season: Although securing the support of investors is critical, arranging one-on-one briefings is simply too time-consuming. Content containing management’s perspective on a certain issue(s) can put a spotlight on the potential adverse consequences that a vote against management could have on competitiveness, operations, and more.
Strategically seeding the calendar year with specific pieces of content can deepen understanding among investors while increasing confidence in management.
increase engagement with target investors. Te sec- ond is to better educate investors around important events on the calendar. Terefore, it pays to smart be about what, when,
and how to produce content. For example, distribution of content on the man-
agement strategy and outlook may make particular sense just ahead of a major bank-organized conference or during the fourth quarter when asset managers are seeking the best ideas for the coming year. Te content generation process need not be too
distracting. Scripts can be generated using existing materials such as management presentations, earnings transcripts, and regulatory filings. Shooting a short- form video, for example, can be completed relatively quickly around regularly scheduled management preparations for earnings and conferences. Certain events on the calendar also present op- portunities for content that provides investors with
2 6 S UMMER 2 0 2 3 ■ IR UPDAT E
• Event-driven activity: A detailed update on the integration of an acquisition or planned uses for cash after an asset sale are subjects of great interest to investors. Dedicated content on certain issues can obviate the need for extensive questioning during presentations and calls.
•
Special events: Content can be created and distributed to highlight special events and milestones throughout the year such as investor days, annual general meetings, presentations at investor conferences, analyst upgrades, raising guidance, annual reports, and initiatives related to environmental, social and governance (ESG) issues.
Strategically seeding the calendar year with specific pieces of content can deepen understanding among investors while increasing confidence in management. Incorporating content marketing into the IR plan-
ning process can enhance overall financial reporting and investor marketing.
4. Lean into creative to express the investor brand. Creating an investor brand is much more than the investment thesis and relative attributes of the stock. Te goal is to make the story as vibrant and appeal- ing to investors as possible. Design, voice, and IR values such as responsiveness and transparency are incredibly important. At a minimum, the design should be consistent
with the latest brand identity materials and properties such as the corporate website. Utilize a mix of media
niri.org/ irupdate
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