formats to augment management presentations and earnings materials - including interactive, video, and infographics - to fully bring the story to life. A few specifics to keep in mind when developing


creative for investors: • Te core message should be understandable in five seconds. Don’t make investors work to get the point.


• Colors and images should not distract attention from the information presented.


• Consider whether investors need a chart or table with 36 data points, for example, when four really matter. Te place for full charts and tables is in the financial section of the management presentation.


• Use the absolute fewest words necessary to communicate the essential takeaway and avoid dense blocks of text.


• Seek feedback from investors and stakeholders to continuously improve creative effectiveness.


In setting out to build an investor brand around


the thesis, the goal is to make each communication to investors as dynamic and impactful as the work on the ground across the organization.


5. Incorporate digital measurement tools. Te standard forms of measuring investor marketing from direct engagement are limited. At present, IR tracks the number of interactions


with target investors at conferences as well as small group and one-on-one meetings. Periodic perception studies provide blind feedback from a select set of firms. And, of course, share ownership levels among target firms serve as the ultimate market feedback. Direct digital engagement through content


marketing involves more frequent posts to the IR site, which generate automatic alerts to subscrib- ers. Content is shareable by recipients to personal networks and on social media platforms. Leveraging social media to increase reach through platforms such as LinkedIn, Twitter, and YouTube further increases distribution. It is essential to recognize the distinct differences and purpose of each distribution channel. By tailoring the approach, IR teams can effectively leverage each channel to achieve specific objectives. Each channel


niri.org/ irupdate


possesses its own promotional capabilities, directly influencing the reach and impact of the content. Additionally, adding digital marketing results in an expanded and more dynamic dashboard for reporting to management and board members. Metrics associated with digital content market- ing include IR site traffic, time on the page, traffic sources, returning and new visitors, visitor geogra- phy, click-to-open rate, click-through rate, content shares, and new subscribers. AI tools can analyze and benchmark IR site traffic relative to a peer set. As with any new initiative, tracking metrics over time can inform future efforts to continue honing digital engagement as a complement to purely analog marketing through in-person meetings and events. “Understanding what the street needs from us and


recognizing how investors consume information, will ultimately force us to create and deliver materials in an entirely different way in the next 10 years,” said Matt Tractenberg, Vice President, Investor Relations at Wallbox. “I may not be able to get someone to take my call, but I can give them links to short, digestible pieces of content they can watch on their own time and live on the IR site for as long as I want them.” The content can be five minutes, or even 20


minutes long, and cover subjects like a new product launch, mergers and acquisitions, a strategic initia- tive, geographic expansion, or a new member of the management team. Communicating in new ways can be a bit scary if you let it, but it’s also wildly exciting if you embrace it.” By harnessing the power of digital engagement


and content marketing, IR teams can transform their investor outreach. Te adoption of smart and consistent content marketing techniques across mediums can lead to expanded reach, deeper en- gagement, and better educated investors. Remem- ber, the key to successful content marketing lies in understanding investors’ needs, delivering valuable insights, and fostering meaningful connections to build the investor brand. IR


Chris Israelski is Managing Director and Global Head of Investor Communications at Imagination, an independent, creative services agency; chris.israelski@imagination.com.


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