Content Marketing for
Private Equity

Content marketing is the next frontier of private equity communications. Firms seeking differentiation must find new and incremental means of sharing activity and winning stakeholder mindshare.

Darien Group works with clients to activate industry-relevant channels such as LinkedIn and email marketing, first building a strategic plan and then executing on all fronts – copywriting, design and production, and content schedule management.

Our Process

Research and Discovery

We leverage extant brand architecture and audit a client’s digital presence and ongoing outreach efforts to determine what foundations exist today, including CRM, email marketing, and LinkedIn activity.

Content Marketing Planning

This critical step involves selecting and triaging marketing channels (e.g. social, email), determining initial workflows and approvals, identifying cadence of publication, and establishing subject matter mining areas.

Content Calendar Finalization

The content calendar serves as a shared source of truth regarding what we’re creating, key steps in each development cycle, and when each stakeholder must contribute and/or sign off on work.

Content Mining and Copywriting

Our Strategy team works with a client to identify stories, interview stakeholders, and generate draft copy for whatever the end medium is – LinkedIn post, written blog-style content for website, case studies, video scripts, whitepapers, etc.

Material Design and Production

It’s time to take the approved copy into design and production, applying client’s visual brand to produced content. Often we help to repurpose content here, e.g. whitepaper to blog post to LinkedIn carousel graphic.

Publish

Execution on publication is established during Content Marketing Planning. Typically, clients prefer to retain the keys to accounts such as LinkedIn, whereas we handle anything being pushed live on a website.

Analytic Reporting

Regular monitoring and reporting on content performance is key to understanding what types of content and subject matter are resonating with target audiences.

LinkedIn in private equity should be so much more than announcements of which executive will attend which conference and wishing people a Merry Christmas.

True activation of this platform requires a thoughtful approach. Who are your firm's key voices, and what type of content is of interest to their direct constituents?

Across social media, email marketing, and other media, Darien Group applies its industry-educated formula: strategize, develop, and deliver. The result is to extend our clients' digital reach, winning mindshare and positively affecting perceptions.

How Do You Calculate ROI on Branding in Private Equity?

How Content marketing can improve your digital presence:

Staying top-of-mind with institutional LPs and educating them regarding your firm’s differentiators, activity, and value proposition

Growing your firm’s or your personal following to amplify reach of announcements and accomplishments

Positively influencing your firm’s brand perception in the minds of the above transaction partners who do know you

Making impressions with investment bankers, sellers, and management teams who do not yet know your firm

Reaching high net worth or retail investors and making them aware of your fund product

Simply achieving best practices for your firm’s communication program

The end result of a successful brand development project ought to be a platform and identity that serves the client for five to ten years, often preceding the development and production of a new website. Each element of a strong brand works together to ensure a cohesive and impactful brand experience.