Control your Brand: Building a content library is about both branded exposure as well as risk mitigation. Harvest is indexed by search engines, thus you are in control over your Google search results and your public brand. A more robust profile, and more brand enhancing content means that outdated, or even detrimental search results are de-prioritized.
Control your Expertise: Investment management is an inherently personal business, though most search and discovery is primarily based on quantitative, backwards looking data. Posting content through Harvest is your opportunity to tell thousands of potential clients exactly who you are, what your firm offers, and exactly how your investment expertise is differentiated. Not only does your content help you to become discovered by more potential clients, but it also helps to speed up the traditional sales cycle. Harvest’s enhanced communication software and data analytics leads to a far more efficient due diligence process.
You’re a Real Business: One important aspect that’s often lost on investment firms is that you are running a business, and part of running an effective business includes sales, marketing, and customer service. Optimizing these aspects of your business improves your profitability, and it also shows your potential clients that you have a true infrastructure behind a sustainable investment operation. Conversely, not having a corporate infrastructure is a significant red flag to potential investors and clients.
Always Quality, Balance Quantity: The most important Harvest content strategy question to ask yourself is not "How often should I post content?", but rather "What is my message when I do post?" Some firms post multiple times a week from a variety of profiles, others might post a couple of times a year, and both strategies can work well if your content is strong and is aligned with your goals. We’d recommend that you start small, take a look at the data behind your performance, and then discuss how to best iterate with our team.
Help Yourself by Sharing your Own Content: One of the major benefits of using Harvest is that you can leverage our existing compliance, data, and security infrastructure while extending your reach by automatically syndicating your content through your own social channels. While Harvest will do everything in its power to promote you and your firm, you can also further your own promotion by connecting your Twitter, LinkedIn, and Google accounts to your Harvest profile. This will you give you the option to automatically push your content through these social channels serving to significantly extend your reach.