How Mark Hebner used content to attract $3.6 billion in assets
Few advisers, if any, understand the benefits of content marketing better than Mark Hebner. Mark’s firm, Index Fund Advisors, based in Irvine, California, is largely built on content.
In the latest Intelligent Adviser podcast, Mark tells the extraordinary story of how he first learned, in the 1990s, about the failings of active fund management, and how he became one of the pioneering advocates of evidence-based investing.
“I just felt intuitively that there was a very important story here,” he explains, “and the company who told it best would attract more clients.”
Two decades later, Index Fund Advisors has around $3.6 billion under management, with advisers right across the United States. The IFA website is now a hugely impressive resource for anyone who wants to learn about investing.
“From the beginning, every time I was asked a question by a client, and I didn’t have the answer on my website, I would put it there. We just kept adding them.”
“I always saw this like that movie Pay It Forward. If you take the initiative and pay the money up front, you create the content, eventually you should get a reward for that.”
In the interview, Mark and I discuss the various video projects that he and I have worked on together, including the award-winning documentary based on his book, The 12-Step Recovery Program for Active Investors.
We also discuss an area that Mark considers the next frontier in adviser communications, namely smartphone apps.
You can listen to the interview with Mark Hebner here:
Intelligent Adviser Podcast: Episode 13
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