While Foord Asset Management is not a client of ours, we believe in acknowledging excellent work when we see it. This week, Foord has demonstrated how effectively leveraging owned media can make a significant impact, particularly in the B2B space.
In a previous blog post, “Owned Media: A Strategic Investment for South African Businesses”, we highlighted the importance of investing in owned media. Foord Asset Management’s recent activities provide a compelling example of how to do this well.
Foord’s Recent Interview with Mteto Nyathi
Foord Asset Management, known for its conservative branding compared to industry peers like Allan Gray and Coronation Asset Management, recently stepped up its game by publishing an insightful interview with Mteto Nyathi, the highly respected business leader and current Chairman of Eskom.
The interview was expertly conducted and showcases Foord’s commitment to providing valuable content to its audience – there are few topics more relevant thank Eskom keeping the lights on in SA at the moment.
Here’s a quick look at the interview:
This video is a prime example of how a company can use its owned media channels to create engaging, relevant content that resonates with its audience. In the financial services industry, where trust and credibility are paramount, owning your media and the message it conveys is critical.
At the time of writing, the YouTube video had been watched over 2500 times (on a channel with just under 400 subscribers) and has been proactively shared by influential social media accounts and Eskom Holdings themselves:
The Importance of Owned Media in the B2B Environment
Owned media, which includes your website, blog, email newsletters, and social media channels, is an invaluable asset in today’s digital landscape. For B2B companies, especially those in the financial services sector, it provides a platform to establish thought leadership, control the narrative, and engage directly with your audience.
Foord’s use of owned media through the interview with Mteto Nyathi is a textbook example of how a well-executed content strategy can enhance a brand’s reputation. By investing in owned media, companies can avoid the unpredictability of earned and paid media, ensuring that their messages reach the right people in the right context.
Foord: A Conservative Brand Making Bold Moves
Foord Asset Management is often seen as a more conservative player in the South African asset management industry, especially when compared to the likes of Allan Gray and Coronation Asset Management. However, their recent media strategy shows that they are not afraid to take bold steps when it comes to content creation.
By producing high-quality, valuable content that speaks directly to their target market, Foord is enhancing its brand perception and increasing its visibility in a crowded marketplace. This move is likely to pay dividends as it positions them as a forward-thinking brand that understands the power of owned media.
Conclusion: Invest in Your Owned Media Assets
Foord Asset Management’s recent activities underscore the importance of investing in owned media assets. For businesses looking to build credibility, engage with their audience, and stand out in a competitive environment, owned media is not just an option—it’s a necessity.
If you’re ready to take your owned media strategy to the next level, we’re here to help.