How to Position Yourself as a Thought Leader in the ETF Space

By Alexandra Levis via

As an ETF issuer, service provider, or financial services company, becoming a thought leader is one of the most rewarding and difficult paths you and your company can take as you seek to broaden brand awareness and get your products in front of investors. Before we dive into how you can position yourself as a thought leader in the ETF space, it’s worth taking a look at what the term actually means. What is a thought leader? A thought leader is an entity, usually one person, whose views on a given topic are understood by a target audience to be authoritative and influential. If you’re starting from zero, with little experience putting yourself or your firm out there as authorities on a given topic, it’s time to roll up your sleeves and set out a plan of attack.

If you want to be known as authoritative on a given topic, it’s critically important that you ask yourself what your core competencies really are, and how they’re relevant to the products and/or services you’re selling. Naturally, different products in the ETF sphere lend themselves to different competencies—everyone’s answer will be different, depending on what the focus is of their products.

You also need to ask yourself: what sorts of ETF news and content is your target audience—those who may be interested in your products—already consuming? I

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