May 23, 2018

2015 Analysis: Who Produces the Most Engaging Client Content

We've been crunching the numbers and are happy to present the first annual analysis of the brands supporting financial services content marketing. This analysis looks at which brands are producing content that is shared by financial services professionals with their clients and networks — an indication of their attention to the evolving nature of content marketing and service model to intermediaries. The data is drawn from the Gainfully analytics, which was crunched from just under 900,000 data points. Over 4,200 individual advisors were involved in producing this data set. Anyway, to the rankings!

Client Engagement Score

The engagement score is based on client facing engagement, which is measured from social media, email, and web activity. [table] Rank,Engagement,Company, Score 1,-,BlackRock,21.93 2,-,Transamerica,20.30 3,↗,MassMutual,12.89 4,↘,AXA,6.26 5,↗,John Hancock,5.19 6,↗,Fidelity & Guaranty,3.97 7,↗,Western & Southern,3.41 8,↘,PIMCO,3.29 9,↗,Raymond James,3.05 10,↗↗,Midland National,3.01 11,↗↗,Putnam,2.14 12,↗↗,WisdomTree,2.10 13,↘,Oppenheimer,1.78 14,↗↗,Investment Centers,1.70 15,↗↗,Mackenzie,1.70 16,↗↗,Mainstay Funds,1.59 17,↗,Mutual of Omaha,1.55 18,↗↗,Russell ,1.39 19,↗↗,Nationwide,1.39 20,↘,Fidelity,1.35 [/table]

Advisor Promoter Score

The promoter score is a representation of which content advisors want to promote, as measured by posts and emails created from content produced by the following brands. [table colwidth="20|100|50" colalign="left|left|center|left|right"] Rank,Company,Score 1,BlackRock,17.70 2,Transamerica,12.67 3,AXA,7.68 4,MassMutual,6.02 5,PIMCO,4.67 6,Fidelity,2.56 7,Oppenheimer,2.56 8,John Hancock,2.41 9,Lord Abbett,2.41 10,OneAmerica,2.26 11,Western & Southern,1.96 12,Russell Investments,1.81 13,Fidelity & Guaranty Life,1.66 14,Raymond James,1.36 15,Voya,1.20 16,Allianz Life,0.90 17,Lincoln Financial,0.90 18,MetLife,0.90 19,Northwestern Mutual,0.75 20,Mutual of Omaha,0.60 [/table]

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