ETF Launch Content: Tailoring Your Message by Audience

One size fits all—great for hats and phone chargers, not for ETF messaging. Getting your ETF marketing to stand out amid a surge of new launches requires speaking directly to the needs of different audience segments.

At Wentworth, we’ve found that ETF marketers can adapt their content for various channels by focusing on the following characteristics:

• End-clients: simple, practical, and focused on how the ETF can help them achieve goals such as building wealth, reducing risk through diversification, or generating income
• Advisors: concise, credible, differentiating, and centered on portfolio role and implementation, such as replacing underperforming or tax-inefficient solutions
• Institutions: focused on insights about liquidity and strategy design, including use cases showing how other asset owners are using ETFs

After crafting a strong core narrative, ETF marketers don’t need to reinvent the story for every audience. Rather, it’s about tailoring the tone, depth, topic, format, and CTAs so they connect with their target segment.

For ETF marketers planning their next product launch, check out our free ETF Launch Content Playbook, which offers practical guidance for your marketing strategy.

We can help you develop effective ETF launch content

We work with some of the industry’s largest ETF managers, as well as boutiques, to tell their story and drive engagement. If you’re looking to elevate your ETF marketing, submit a contact form and a member of our team will reach out.

About the Author  Andrew Garson, CFA, is an executive editor at Wentworth Financial Communications. His passion for teaching people how to invest and analyze the complexities of financial markets empowers him to deliver compelling, actionable ideas for Wentworth’s clients. Having spent more than a decade in sales, marketing, and operations roles for some of the world’s largest asset managers, Andrew has deep insight into the challenges and opportunities Wentworth’s clients face, particularly with ETFs and other index-based products.