If you're an asset manager targeting financial advisors, you've likely faced the frustrating reality that your blog isn’t driving the traffic, engagement, or leads you expected. Despite investing in content, the results just aren’t there.

The problem? Most firms are creating the content they want to talk about—not the content advisors are actively searching for.

At GK3 Capital, we help asset managers fix this problem using a proven content strategy built around the "They Ask, You Answer" framework. Specifically, we focus on the 5Ps of high-performing investment content: Product, Price, Performance, People, and Process.

The 5Ps Framework and the Buyer's Journey

The 5Ps are a content lens specifically designed for financial services. But to unlock their full potential, they must be paired with an understanding of the buyer's journey—how financial advisors move from becoming aware of your firm, to considering your offering, to ultimately deciding to allocate assets.

Here's how the buyer's journey aligns with the 5Ps:

• Awareness Stage: Advisors are just identifying challenges or opportunities. They’re searching for educational content that helps them understand investment categories, portfolio challenges, and evolving client needs. Content around Product and Performance plays a big role here.
• Consideration Stage: Advisors are evaluating different approaches and providers. They want to compare solutions and understand differences. Blog topics around Price, People, and detailed Product insights perform well.
• Decision Stage: Advisors are close to taking action. They want to know what it’s like to work with your firm. This is where Process and trust-building People content become critical.

When you align the 5Ps with the stages of the buyer’s journey, you get a complete content strategy that meets advisors where they are—and moves them closer to engaging with your firm.

To illustrate, here’s how a mutual fund firm like Tortoise Capital, which specializes in energy infrastructure investing, might align its blog topics across the 5Ps and the advisor buyer’s journey:

This table shows how a thoughtful, stage-specific content strategy can address real advisor concerns while positioning your firm as the go-to provider in your space.

• Product – What strategies are you offering and how do they work?
• Price – What does it cost to work with you, and what’s the value?
• Performance – How do your strategies perform over time?
• People – Who is managing the money and why should advisors trust them?
• Process – What does it look like to do business with you?

Let’s look at the highest-performing blog topics for asset managers targeting financial advisors—through the lens of the 5Ps.

1. Product: Your Investment Strategies and Structures

High-Performing Topics:

• "Understanding Our [Strategy Type]: Philosophy, Process, and Fit"
• "Model Portfolios vs. Mutual Funds: Which Is Better for Advisors?"
• "What Makes Our [Thematic/ESG/Alternative] Strategy Unique?"

Why It Works:

Advisors are constantly evaluating which strategies align with their clients’ goals. Product-focused content helps advisors understand your solutions in plain language and how they fit into a broader portfolio.

2. Price: Fee Structures and Value

High-Performing Topics:

• "How Are Asset Manager Fees Structured for Advisors?"
• "Comparing Institutional Share Classes and Fee Models"
• "How to Evaluate Manager Fees in Light of Value Delivered"

Why It Works:

Financial advisors are fee-sensitive, especially in a competitive environment. Content that clarifies pricing structures and demonstrates value builds credibility and improves alignment with advisor expectations.

3. Performance: Track Records and Market Perspectives

High-Performing Topics:

• "How Our [Strategy] Performed in Volatile Markets"
• "Quarterly Market Outlook: Positioning Portfolios for What’s Ahead"
• "How to Evaluate Consistent, Risk-Adjusted Performance"

Why It Works:

Advisors want more than performance numbers—they want to understand how you think and manage risk. Educational performance content, especially around recent market trends, drives engagement and positions your firm as a reliable partner.

4. People: Your Team, Philosophy, and Values

5. Process: How You Work with Advisors

High-Performing Topics:

• "What It’s Like to Work with Our Firm: Onboarding to Ongoing Support"
• "Our Due Diligence and Reporting Workflow Explained"
• "How We Support Advisors with Practice Management Resources"

Why It Works:

Financial advisors want to know what to expect before engaging with a new manager. Blog content that outlines your operational processes and advisor support structures removes uncertainty and supports smoother adoption.

The blog topics that perform best for asset managers targeting financial advisors are those that directly answer the questions advisors are already asking. From clarifying your strategies to explaining your value and support model, content aligned with the 5Ps drives traffic, builds trust, and supports sales.

If your current blog strategy isn’t delivering results, it's time for a smarter approach. At GK3, we help asset managers create high-impact content that aligns with how advisors research, evaluate, and select asset managers.

Ready to build a content strategy around the 5Ps? [Download our free eBook on how to create award-winning content.]