VanEck Europe: Refining and writing messages for a fast-growing ETF manager

Need:

VanEck Europe is a European exchange-traded fund (ETF) manager that’s quickly attracting new assets helped by a record of innovation. A constant flow of written content fuels its energetic marketing activities – from the European CEO’s monthly columns to blogs and white papers. To deliver this, VanEck needed a trusted writer who could write copy and sharpen product messaging, covering a range of specialist investment themes for both retail and intermediary audiences.

Approach:

The writer receives briefings from VanEck’s product managers and head of marketing for Europe on an ad hoc basis for the full range of ETFs, including defence, cryptocurrency and equal-weighted equity funds. For each piece of content both the messaging and structure is discussed. A draft is then written, often with the writer seeking to sharpen the messaging around market trends and VanEck’s products. Further amendments are taken as needed.

Outcome:

As VanEck Europe has rapidly grown its assets under management, reaching USD 15 billion in February 2025, so its content platform has grown. It attracts traffic to the European websites, engaging readers. It also helps to define the investment propositions behind each of the company’s ETFs.