Institutional investors are big business. Last year, assets under management (AUM) with the top 500 fund managers jumped to nearly $94 trillion. So, what’s the best way to make a connection with this key audience?

According to research by Greenwich Associates, the answer is content that delivers relevant information and real insights from sources that institutional investors can rely on. Getting to know the content habits of institutional investors – and their needs at each stage of the customer journey – can help you become a trusted partner. 

This research report, commissioned by LinkedIn, found that investors are more likely to consult digital media than finance-specific trade publications. And in the last three years, the number of institutional investors using social media to research asset management firms has almost doubled – up from 36% in 2015 to 68% in 2018. 

For more insights and to learn how you can use LinkedIn for marketing to institutional investors, read the full report and view our infographic.