In the investment management industry, content assets like quarterly commentary are not just important in the marketing and sales process, but also client relations. Stakeholders want to hear what you have to say about markets and how it impacts their portfolios. However, most managers still write their letters in Word, then distribute the letter using an email marketing system and either attaching a PDF version of the letter, or providing a link to the PDF. This approach should be thing of the past.
Here are a few reasons why your next quarterly letter should beweb-based, not published as a PDF...
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