If you’re considering writing a blog for your PE firm then you’ve likely asked yourself or had the question asked by a Managing Director / Managing Partner, “Why should we write blogs for our firm?” or “What will blogging do for a Private Equity Firm like ours?”. These are valid questions that most content marketers would react to quickly with a short answer like, “Because it works” or “How else are going to get found by prospects?”. But the real answer is more complex and to clarify what blogging can do for a firm like yours let’s go just a little deeper.
What Is A Blog Really?
To be honest we hate that the name of this type of content has been overplayed, because a blog is simply an article that lives on your website, but the best blogs are written to answer specific questions and convey unique ideas on a topic. They are typically more granular and this is why blogs can be so powerful for PE Firms.
Blogs are consistently successful across all industries and year after year voted as one of the top marketing tactics by marketers across the U.S. (and globally).
But success means different things for all industries and Private Equity has it’s own KPI’s that can be measured to determine success from blogging.
Benefits of Blogging & Why It Works
Private Equity Firms hold a unique position in the U.S. economy that requires them to be seen as trusted experts in their specific area of investment. This is the key to understanding how a blog can work for a PE Firm and how success can be determined from the writing & publishing effort.
The Benefits of Blogging for Private Equity break down into 4 areas
- Increased Visibility
- Increased Authority
- Higher Deal Flow
- Higher Investor Acquisition
Increasing Visibility for Your PE Firm
By writing blog articles that highlight what you do, how you do it, industry insights and results you’re getting it gives you the ability to share those articles on social media, send them out in email and get found in the search engines by potential deal partners and/or investors.
Increasing Authority for Your Private Equity Firm
If you are writing about industry insights that are unique or are being communicated better than other competing firms then it makes your firm stand out as more of an expert. The same thing applies to blogs being written on your approach, past results, current performance and case studies. This type of content solidifies trust in your expertise, track record and builds authority for your firm.
Increase Deal Flow
Combine the first two benefits, but write content specific to a Deal Partner audience and you’ll instantly increase your visibility & authority with them and in turn generate higher deal flow through your blogs as a lead generation tactic. Answering questions they have, showing how you partner with them, make transactions happen, etc. all makes for great Deal Flow blog content.
Increase Investor Acquisition
Similar to the path for Deal Flow, you’ll do the same thing for acquiring new investors by combining the first two benefits, but write content specific to an investor audience and you’ll instantly increase your visibility & authority with them and in turn generate higher acquisition rates through your blogs as a lead generation tactic. Answering questions they have, showing how you invest on their behalf, firm / fund performance, etc. all makes for great Investor blog content.
Good Private Equity Blog Post Examples
This one focuses on common questions asked by investors of Multifamily Real Estate
https://www.realtymogul.com/knowledge-center/article/4-common-misconceptions-about-multifamily-investing
This blog is focused more on company founders looking to grow their business
http://www.driehauspe.com/the-rule-of-3-how-to-achieve-success-as-a-founder/
To back to the original question, “Should you write blogs for your Private Equity Firm?” and the answer is yes. There is little to no risk with huge upside potential when it comes to blogging in the PE space!
If You Are Looking to Focus on Getting More Deal Flow, Acquire New Investors or Have Questions, Call Us at 866-357-7422
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