At Marketing Intent, one of the most common things we hear from alternative investment firms is this: “We’ve already sent everything we’ve got. We’re out of content.”
Spoiler alert: You’re not out of content.
In fact, you’re likely sitting on a pile of insightful white papers, presentations, videos, webinars, and pitch decks that could be repurposed. They could be used for months’ worth of marketing content—without needing to reinvent the wheel or start from scratch. Most firms just don’t realize how much is already at their fingertips.
Let’s talk about how to make the most of what you already have. And, how you can turn one solid piece of content into a steady flow of advisor-facing communications.
You Don’t Need More Content—You Need to Use It Differently
Let’s say you recently published a white paper. It’s ten pages long and packed with insights on real estate trends, private credit, or energy infrastructure. Or whatever your fund focuses on. It probably took weeks to get the research done, get it approved internally, and make it look polished enough to share with advisors.
Now what?
Too often, that white paper is sent out once in an email campaign and maybe posted to your website. And then… it just sits there. But it doesn’t have to. That single piece of content can be the engine of your marketing for months.
We’re talking about blog posts, social content, email copy, infographics, videos, carousels, and more—all derived from the original paper. That white paper you published in April? It could still be driving engagement in October.
Repurposing Content Is Smart Marketing
What we’re doing here is repurposing—taking an in-depth asset and extracting everything valuable from it to serve multiple channels and touchpoints.
You can build out a blog series using just the key themes from that paper. You can publish LinkedIn content that breaks complex concepts into digestible, educational posts. You can create quote graphics, highlight industry stats, or even record a short video that simplifies the main takeaway for busy advisors.
And webinars? Talk about a resource packed with powerful information to share!
If your firm has hosted a webinar in the last six months, odds are it’s already been reviewed and approved by compliance—which means it’s a perfect source for short-form content. You can clip segments, polish them up, and distribute them across email and social, leveraging another way to keep showing up with value without scrambling for something new to say.
Plus, video content right now is winning attention online. People scroll, they skim—and then they stop for video. Snippets from your webinars or presentations, even just 30–60 seconds long, can spark real interest and engagement when done right.
Your Best Marketing May Already Be Created
The point is: your content doesn’t have to be new to be useful. But it needs to be visible—and it needs to be distributed strategically.
That’s where a partner like Marketing Intent comes in.
One way Marketing Intent can help alternative investment firms is to take what you already have—approved, compliant, and professionally produced content—and build long-lasting campaigns around it. That means less pressure on your internal teams, less time spent brainstorming what to say next, and more consistent communication that keeps you on advisors’ radar.
What does this look like in action? We might start with a white paper and turn it into a blog series, a newsletter feature, a full month of LinkedIn posts, an animated graphic, and a few short videos. That’s six months of communication, all tied to one cohesive theme and tailored to align with your sales strategy.
Consistency Builds Credibility
Marketing in the alternative investment space isn’t just about being flashy or prolific—it’s about being consistent, credible, and clear. Advisors need to hear from you regularly to understand your fund’s value and where it fits in a fast-moving market. When your communication is sporadic, you lose momentum. When it’s consistent and strategic, you build trust—and that leads to conversations.
So the next time you think you’ve got “nothing new” to say, take another look at that presentation you did last quarter, or the webinar your CIO hosted, or the white paper that’s just collecting dust on your site. There’s more content there than you think—and with a little creativity, we can help you turn it into campaigns that move the needle.
